CLOSER TO BRANDS is a UK-based brand strategy and research agency set up in 2005 by Richard Brown. We help brands facing challenges to do with strategy, segmentation, positioning, communication or innovation. We believe brands have to make an emotional connection with their target. That’s because emotional needs are the main drivers of people’s behaviour. Our strength is in understanding, measuring and explaining these deeper sub-conscious needs. We do this through a variety of qualitative, quantitative and immersion techniques. We then help clients discover the ‘need insight’ that their brand can exploit. We also help them to put this insight into action to change people’s behaviour in favour of their brand. In the process, we aim to bring clients and their consumers closer together. We sum this up as ‘moving people closer to brands through need insight’.