Censydiam starts by understanding the human being... not the product, not the brand, but what PEOPLE need from a category. Charles Revson, from Revlon Cosmetics said – "in the factory we make cosmetics... in the store, people buy hope." They don't need another lipstick – they buy hope for a more youthful appearance, a hot date, a new job. We look for 'the hope' in every project and we use our 'human compass' to help us frame our client's category and brands against the backdrop of a human needs landscape.
In this way, clients are always certain that 'their consumer needs' are front and centre of all future decision making. Rather than focusing on how to break through, as was the case in the past, we have reframed the question and we ask "how can you be invited in?"
To answer this, we need to start at a different place. Not with the product, not even with the brand, but instead with the human being in all their complex glory and determine what motivates them to behave as they do. Fundamentally, we put the 'why' before the 'what' in helping clients to understand and explain the relationship consumers have with brands.
If you'd like to know more, let's talk.