From Visual Appeal to Emotional Connection
Founder & CEO | Retail Lifestyle Brand | United Kingdom
What Edward Said
“We always knew people liked our products, but Sujoy helped us understand why they remember them.
The process brought science to what I used to call intuition.
Our story feels human now — the kind of brand customers want to keep coming back to.
It’s no longer about being seen; it’s about being felt.”
Challenge:
Edward’s brand looked good but felt hollow to its audience. The visuals were modern, the product quality high — yet customers weren’t forming long-term attachment. Repeat purchases were unpredictable, and the brand struggled to evoke a sense of belonging. Edward wanted to turn a functional brand into an emotional favorite without resorting to gimmicks or discounts.
Our Approach (tailored):
We used BetterEver’s First-Principles + Neuroscience + Human Behavior framework to connect brand cues with subconscious decision triggers:
- Implicit Emotion Mapping: Analyzed what customers felt versus what they said about the brand — revealing a gap between appreciation and attachment.
- Memory Encoding Framework: Recrafted the brand story and touchpoints to evoke emotional recall, using design and language proven to enhance recognition and trust.
- Predictive Loyalty Modelling: Tested how small shifts in messaging tone and visual hierarchy affected repeat purchase intent, using retail neuromarketing benchmarks.
Results (based on retail brand data):
Across one quarter:
- Repeat purchase rate increased by 17%.
- Brand search volume grew steadily, showing improved top-of-mind awareness.
- Customer surveys revealed a 29% rise in “brand warmth” — emotional association with trust and familiarity.