viktor frankl

The process of emotive branding takes our clients to a new and unexpected place. It’s a real eye-opener. Our clients suddenly see new possibilities for themselves, their colleagues, their customers and their brand. At the same time, they feel tense. And that is good. Why? Consider this extract from Viktor Frankl’s book, “Man’s Search For Meaning”: “What man actually needs is not a tensionless state but rather the striving and struggling for a worthwile goal, a freely chosen task…i.e., the existential dynamics in a polar field of tension where one...