The role of any brand is to influence behavior. So how is this achieved? Our inner caveman didn't have time to rationalize decisions in a dangerous world, so decision-making came primarily from the gut. Emotions are the selfish gene's evolutionary 'ring through the nose', guiding behavior and creating a lens through how we each interpret the world. At Semblance we build brands grounded in the psychology of their audience while being authentic to the culture of the people delivering the experience. This Emotion-to-Emotion approach drives brand-building that is intuitively delivered by the entire organization, not trapped as an unfulfilled promise broadcast by Marketing.