For generations, there has been a tremendous amount of focus on finding the emotional benefit of the brand as it is believed to be the key insight needed to creating meaningful connections with your customers. 

Perfecx was created based on the simple idea that an individual decision to engage with a brand is driven by the emotional and functional benefits it provides. We previously discussed the importance of both (Read Here), but acknowledge that we are not in the business of helping companies find their emotional benefit. That is a job best saved for the world's best branding experts. However, only understanding your emotional benefit is not enough. Our primary focus is in helping companies find the functional reason for why customers engage with them today and where they go in the future.