From Insight to Impact: standing ovation Combines Neuroscience with Creativity
Zurich-based agency standing ovation has developed a groundbreaking new process «From Insight to Impact». This innovative approach helps companies more effectively implement, manage and optimize their strategy and brand experience. By blending customer insights, neurobranding, and large-language technologies, the approach aims to create more impactful brand experiences.
A New Method for More Effective Brand Experiences
«Today, brands need to be more than just visible – they need to build trust and foster long-term relationships», says Etienne Ruppen, CEO and owner of standing ovation ag. However, there's often a gap between how a brand sees itself and how it's perceived by others. «Our new process bridges this gap by linking deep audience analysis and subconscious decision-making motives directly to our creative and consulting processes.»
This positions standing ovation firmly at the intersection of strategy and experience. The goal is to ensure that brand experiences are not only strategically grounded, but also create meaningful impact. «Using these customer insights, we kick off creative sprints designed to craft experiences that truly resonate and provide genuine value for our clients' brands», says Thomas Volprecht, Head of Strategy, explaining the reasoning behind this process shift.
«Our new process bridges this gap by linking deep audience analysis and subconscious decision-making motives directly to our creative and consulting processes.»
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Michael Dancsecs and Etienne Ruppen, Owner -
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Thomas Volprecht, Head of Strategy and Laura Eberspächer, Head of Creation
Neurobranding: Recognizing and Addressing Subconscious Needs
A key component of this new process is neurobranding. Research shows that approximately 90% of purchase decisions are made subconsciously. «We combine this knowledge with insights from in-depth interviews, content analysis and social listening tools to create a solid foundation for all our creative output», explains Laura Eberspächer, Head of Creation at standing ovation. The unique and validated motivational profile of a brand serves as a reference point for the development of campaigns, live marketing formats or dialog platforms.
Motivational Systems as a Compass, Technology as a Driver of Efficiency
The standing ovation-exclusive motivational compass is a custom-built software solution. It integrates lifestyles, motivational profiles, and personas, using large-language technologies to make subconscious decision drivers and associations linked to a brand visible.
This enables concepts and communication measures to be tested and optimized in real-time. Teams can chat with personas, test brand assets, or perform motivational analyses of brands. «This technological component allows us to tailor brand experiences based on validated insights, maximize their effectiveness, and offer our clients significant efficiency gains over traditional audience analyses», says Thomas Volprecht.
«This technological component allows us to tailor brand experiences based on validated insights, maximize their effectiveness, and offer our clients significant efficiency gains over traditional audience analyses.»
Validating Brand Experiences for Greater Impact
Using this data-driven approach, standing ovation optimizes the entire customer journey for its clients. As a result, brand messages remain consistent and relevant across all channels. Michael Dancsecs, Head of Business Development, emphasizes: «We create experiences that have a lasting effect and deliver measurable value for the brand.» The «From Insight to Impact» process was introduced at the end of July after nearly 18 months of development. The development and implementation were led by Thomas Volprecht and Laura Eberspächer on the agency side.
A New Era: A Fresh Look for standingovation.ch
This new process also spurred standing ovation to refresh its own branding and launch a new website. The new approach marks a turning point for the agency in the way it develops brand experiences. «The first projects are already showing significant improvements in ROI and brand loyalty», says Claudia Gambini, COO of standing ovation, who has been with the agency for 16 years.
In practice, the process not only provides deeper insights into audience needs, but also significantly transforms the creative process. «Our clients have confirmed the effectiveness and strategic relevance of this approach, leading us to make it a permanent part of our business model», concludes Gambini.
