2 Prong Approach 

Psychological Morphological & Design Analysis
Insights in the combined languages of psychology and design

While the psychology focuses on customer needs and product usage, design analysis shifts the focus to the product DNA, to where motives and the genuine style of the product meet.

Exchanging psychology and design analysis makes it possible to grasp very concretely how exactly branding via products and communication can shape the way we live and feel today and tomorrow.