Switzerland
Nathan Axford operates on the intersection of brain science and economics. 'Beyond Reason' - the development vehicle Nathan shares with Olivier - creates IP poised to trigger the NEUROTRANSFORMATION of MARKETING and COMMERCE. Their creation, consisting of 20+ brand management products, overarching intellectual framework, research technology and data processing software was developed, tested and proven in close collaboration with wold class brands: L’Oreal, Ikea, Chanel, Decathlon, Lay’s, Volkswagen, Unilever, Siemens Health, Pepsico, Coty, HSBC... in a wide variety of consumer categories : beauty, retail, luxury, dportd , fmcg, tourism, finance, automotive, banking, telco,... across a wide variety of strategic and operational marketing topics, in +40 countries. In simple words? Nathan and Olivier have used the best available science to build a transformative neuro-based brand management framework and toolkit that addresses most marketing challenges and commercial issues, both strategic and operational. Where's the value in all of this? “We harmonise brand management processes with the brain processes that govern what consumers value like and buy... Just image what this means in terms of ROI and bottom line” Nathan Axford & Olivier Tjon.
Beyond Reason improves the economic performance of brands, by harmornising the business processes with the brain processes that govern what people value, like and buy. The amazing progress of brain science has the capacity to drastically improve the economic performance of brands. Most organisations are not yet exploiting the full potential of these advances in science. This creates a unique and valuable situation. Today, the economic science is much more advanced than the economic practice. Traditional brand management concepts and toolkits can now be replaced by overarching intellectual frameworks and evidence based procedures, which harmonise business processes with the brain processes that govern what people value, like and buy. This is what we call The Neuro Transformation of Marketing. Please contact us if you wish to know. [email protected] www.beyondreason.eu
4 year empirical study tapping into the fields of cognitive science, behavioural economics & psychology to understand the subconscious processes & motivations that drive the vast majority of our consumer behaviour.
When one thinks of product line extension, the danger is always to stretch a brand, diluting it’s pureness and finally reducing its equity,… those are some risks associated with horizontal line extensions. But when you think of vertical line extensions the picture is of more positive nature. Upgrading the brand into a more premium category, allows the brand to tap into higher value Implicit Purchase Motivations which up until then were unthinkable. The brand's reward value often becomes greater, effectively satisfying implicit motives such as e.g. self-esteem, power, sexuality. Your brand is now producing exponential brand equity. Those are some of the strategic thoughts took into consideration when working on the launch of an NPD project for Sara Lee.
Responsible for all campaign developments & media planning in Europe. Management & development of Global campaigns. Scope of responsibilities: *Scale of activity: DHL EU is a 6 billion revenue business with 31 EU countries each with Marcomm teams. *Management & development of European and Global integrated marketing campaigns comprising media planning, lead generation, increasing revenue and profit. *Coordination and coaching of EU Marcomm members (31), developing synergies, centres of excellence and best practices. *ATL/BTL/Digital agency management: evaluation, pitches, rate cards, cross agency coordination… Key Achievements *Successful role out of DHL’s 1st ever Global Express campaign across 40 countries. Delivering a global media strategy across 3 continents, a global toolkit and online strategy. *Delivering a digital contact strategy & toolkits for EU and US (Decision tree strategy, database mktg, landing pages, welcome centres, PPC, email dialogue, bannering, e-brochures, product demo…) *Active role in DHL Global/Cooperate Brand Advertising Council.