our brand philosophy

A brand's metaphorical story needs to evolve and keep up with changing times. As we define ourselves more on stories, feelings, and experiences, it is important to speak to the heart rather than the brain. Emotions drive most, if not all of our decisions. 

A successful brand resonates with consumers on a deep emotional level and invites people to align with the brand. If consumers don’t know who you are, what you stand for or what you sell, why would they choose your brand (other than lowest price)?

A steady erosion in brand loyalty across a diverse list of consumer durables and packaged goods has been seen in various studies. Amazon commoditizes products driving people to purchase on price. It’s ironic because most product are so good today, branding is what could and should differentiate them.

Erika (featured in the image on the homepage) is the founder of Brand Fuel. Over the years, Erika has experience developing and implementing strategic business-building programs in industries as diverse as CPG, Financial Services, Technology and Automotive, among others. 

Recently, Erika headed marketing in two different companies and created a new brand of work/travel bags for women. She developed her branding and creative expertise working at leading agencies like Chiat/Day, FCB, Saatchi & Saatchi and GMO/Hill Holliday in both San Francisco and Los Angeles. 

A specialist in creative research methods, Erika combines extensive research design and strong analytical expertise with a flair for creativity and breakthrough ideas. She has facilitated countless focus groups and intimate discussions listening to people express their feelings on a wide range of topics. Erika takes a mass of input, observations and information and crafts them into insightful stories that enlighten and inspire. Armed with consumer insights, Erika is not afraid to recommend new strategic ideas that push the envelope.