Why Overflow

An overflow of
media and brands.

75% of brands are so meaningless to consumers that they are only
names of product and services. 

Consumers feel overwhelmed by too much noise and turn off while brand stewards are underwhelmed by lack of effectiveness and turn skeptical.

The solution:  Provide value for consumers and clients by moving brands for what they want to say for what they have to do. 

Behavior Branding asks brand to do, not just say. It demands that brands stop asserting beliefs and start demonstrating value
— Susan Machtiger, OgilvyRED & Jaime Prieto, Ogilvy