Strong brands drive sales. It’s as simple and as powerful as that. Because without sales — your company’s lifeblood — all the good you would do, all the innovation you would bring, all the change you would effect in the world would never be. We help define and express your brand. Safeguarding everything that drives preference and eliminating the things that don’t.



People are more irrational than they like to think. In the flood of products and pricing and logos and USPs, people make emotional choices before reasoning kicks in. And those choices hold stronger and longer. The good news is science tells us why. With proven analyses about what drives human behavior, we help you become a chosen brand.

In a global


Your essence and what you stand for are the same across borders. Yet, how individuals interpret and interact with your brand is as unique as the regions you serve. We build global harmony for your brand with targeted analysis, strategy, design and communication.

Using powerful


Today, potential customers see less and less difference in products and services. Instead soft parameters for brands — or meta values — are essential differentiators. Things like inspiration, ease of doing business with and knowledge. Most companies have these elements in place, but aren’t communicating their value to potential customers.

Strategy + Creativity + Action

We’ve developed proprietary methods such as the Graal Brand Potential Analysis™ specifically to find your essential differentiators. Yet, equally important, we work with a brand model that takes you from analysis to action. Lifting your brand strategy off the paper into real life. Mixing strategy and creativity, we bring you brand value with bottom-line results.

Graal branding


Our branding model is designed to create compelling customer experiences. Experiences that lead to brand preference and sales. This hinges on expressing a distinctive brand promise and identity in two ways: through what you say and what you do. Changes in communication can happen relatively quickly. Yet behavior is far more complex. Often we need to change behavior throughout the organization, which takes time and lot of effort. We work closely with you to make the process smooth and effective.

The differentiators for your brand promise and identity derive from two important parameters: positioning and personality. And, of course, all of these elements radiate from a strong brand core comprised of a clear vision, purpose and values.

Graal Brand Potential


Developed in cooperation with brand researchers Dr. Niklas Bondesson and Dr. Johan Anselmsson of Lund University, this analytical tool connects your market’s perception of your brand with actual sales. Rooted in the biology and psychology of decision-making, we get beyond what customers say, to what actually drives them to choose. The results reveal the meta values and brand position that will generate the highest returns in revenue or price premium for your brand.

Here you can see the results of a meta study of B2B sales drivers based on 3,000 replies from decision makers in 50 countries. Notice that product and price drive neither volume nor price premium. Instead parameters like inspiration, sense of belonging and prestige are the powerful premium-price drivers.

We are the brand agency that understands international business, using the science of human behavior to drive sales beyond reason