Brain to Building X: The Intersection Between Human Science and Brand

In this session, Ford Motor Company’s Julia Calabrese will take you through the three primary areas of study in the Brain to Building framework: neurology, psychology and anthropology. She will outline the value of each area as it pertains to X (human experience design, digital, virtual, physical). She’ll then bridge into discussing how brands can harness the power of human emotions to build meaningful connections that drive the customer journey.

After this session, you’ll be able to:

  • Understand the 3 primary components of human science & their implication to your marketing channels
  • Identify the your brand’s psychological distance (i.e. the gap between where your brand is and where your customers are) and ways to bridge that gap
  • Leverage your brand purpose to drive human experience (digital, physical or otherwise)