At some point, many brands declare themselves ‘consumer-centric.’ However, during her keynote, Marion Hoek-Koudenburg (former Global CMI at Heineken and Under Armour) emphasized why that doesn’t always go far enough.
People aren’t just consumers. They’re humans. With messy thoughts, shifting emotions and a brain wired for familiarity and simplicity.
“Thinking is effort, and people are designed to avoid it.”
However, unlike the common misconception that it is a negative element, it is actually not a bug. It’s a feature. And smart branding works with it, not against it.
Marion introduced a refreshingly simple brand growth model, with ease at the center. A brand should make sure it is easy to think of, easy to spot and easy to remember.
It’s not just about awareness, its about building fluency. When the brain recognizes something quickly, it feels good. And familiarity builds trust.
The human shortcut
From category entry points to memory structures, Marion highlighted how brands grow by tapping into how the brain actually works. A brand grows by focussing on less friction, more fluency and ultimately: stronger connections.
At One Inch Whale, this kind of thinking hits home: we believe the best strategies are the ones that speak human.
Looking to build a brand that truly sticks?
Great brands earn their place in people’s minds. Not by shouting the loudest, but by being easy to recognise, easy to recall and easy to choose. Marion’s keynote echoed what we see in our daily work: real growth comes when branding aligns with human behaviour.
Keen to explore how to make your brand shortcut-proof? We’d love to hear from you.
