Michael Campion: Let's get into rational values and emotional values so that appeal to heart, appeal to head, logical and psychological.

Bob Sheard: The rational values are important with regard to personality. They are the reflective values of what a brand does. They are the values that make the consumer think, they are the values that really shape addiction to need and they really communicate a lot about product.

So, in terms of a brand like Dr Martens, there is a real rational value around their industrial durability, which really affects difference. That's why they're different to Ugg, that's why they're different to Sorel, because they have this industrial masculinity to them, that makes them appealing to women as well as men.

Team Sky's rational values around relentless marginal gains creates their unique difference. And then Marks and Spencer's, their rational values around especially in food, around trust are really important generators of difference for those brands. When you move to the emotional values and we start to talk about how a brand does it, the values that make consumers feel, the values that shape addiction to want, then this is really where we can generate emotional difference.

One of the brands we worked with which was really interesting, was we built for the Scout movement the emotional value of relentless kindness. We brought a very strong word and juxtaposed it with a very emotive word, so relentless kindness became a key emotional construct for them. Bear Grylls, who we worked with before the Scouts, the three emotional values for him are equip, educate and empower, as we position them around the guide archetype.

And then, when you look at other brands that emote brilliant values and helps differentiate, such as Dove, which is all about body positivity and inclusivity in all its forms, you can see how they start to generate real addiction to want, which is derived from making consumers feel.