Bob Sheard: Okay, so personality. The personality of the brand, which will ultimately shape the addictive relationship that a consumer has with the brand.

The first element that we look at is the effect of a brand, or I like to look at is the effect of a brand, because that then that then takes us to the role which then unlocks the personality. But the effect of a brand is really the effect a brand has on the consumer. It's a kind of an addiction to the catharsis where consumers condition, their emotional condition, changes because of their use of a product or a brand, or their interface with the product or a brand.

One of the brands that we've worked on with this very closely is Gore-Tex and Gore bike wear and run wear, and one of the big elements of that brand, one of the big values, is trust, and trust is a huge emotional platform that comes with a huge paradox, which is as soon as you say trust me, no one trusts you. So exactly, you can only, you can only show trust. You can't say trust. It comes back to the say do relationship, and but what you can do is you can emotionalize trust by showing the leap of faith in the same way we discussed in an earlier section.

With Dainese, if you show the sort of rituals of preparation and rituals of creation and that can manifest in the leap of faith because you've got the consumer on a micro level so that they can trust themselves on a macro level, so we very much delivered that as a part of its brand design is that the effect is trust and we emotionalise that through that, through the literal leap of faith. With Volvo Defence they were also, the emotional effect we wanted people to feel when they consumed their mobile defence systems was also trust that they could trust in their weaponry to such an extent that they could affect intuitive performance on the battlefield.

And similarly a brand like the North Face that is the adventure brand and that creates the emotional effect of exhilaration. So if you start with exhilaration we want to exhilarate people. Then you exhilarate people by stepping into the unknown, stepping off the map, taking on the quest, taking on the trials, and that takes you to an adventurer role. If like Volvo and Gore-Tex you want to create trust, it's slightly different from exhilaration, you want to move them to a place of safety. Where as exhilaration, you want to move them to a place of danger. So you want to create trust, you move to the craftsman role.