Beneath the Why

Beneath the Why: Unlocking Subconscious Insights to Create Differentiation

Join Story Legacy and 10k Humans as we expose 7 myths about how consumers decide. These myths still shape strategies, insights, and messaging that keep brands stuck in the undifferentiated zone.

What You Will Learn

Learn How Top Brands Added $20+ Billion in Value Without Changing Their Products

If your brand has no consumer recognized, product-based competitive advantage, how do you win?Linking your brand to what is emotionally meaningful to your target will not only differentiate your brand, but it will revitalize your business and create immense new value in the marketplace.Join us as we expose 7 myths about how consumers decide. Holding on to these myths is resulting in shallow insights and ineffective messaging that are limiting your brand’s growth potential.We’ll replace these myths with 7 new truths so you can surface richer insights and craft communications that give your brand a new competitive advantage.

Session Detail

46.5% of FMCG categories already show two or more signs of commoditization.

1. Undifferentiated products
2. Hight price sensitivity
3. High brand switching
4. Thriving private label brandsThat percentage is set to increase to 53.5% by 2030 and 60% by 2035. Slipping into this commodity-risk zone puts 20 – 35% of your brand’s fair market value at risk.If your brand struggles to differentiate its product performance, what can you do to beat your competitors?

Leverage The Power of Emotional Meaning

We’re not talking about a surface-level emotional brand benefit or a creative idea that evokes an emotional response.The emotional meaning that can differentiate and revitalize your brand resides in the beliefs and attitudes your consumers’ hold in their non-conscious minds.

Join our 90 Minute Crash Course

Together, we'll shatter 7 myths that are limiting brand growth.1. People can tell us why the buy.
2. Choices are rational.
3. Past behavior predicts the future.
4. More info = easier decisions.
5. People weigh facts.
6. Disruption guarantees attention.
7. Audiences interpret messages as intended.We’ll dissect Myth #1, then use fast, interactive exercises to debunk the rest and reveal 7 new truths.

We'll close with how to find and activate emotional meaning for your brand.

Seem too simple? Dove, Dos Equis, LEGO, and Old Spice added more than $20 billion in market value without changing a thing about their products.If they did it, you can too.No matter how rational you think your category is.

"If your brand competes on features alone, you’re already losing. Differentiation today starts where logic ends- inside what your customers feel, not just what they say."

Christopher Brace

"Most brands think they have an insights gap. What they really have is a meaning gap. When you uncover what truly matters to consumers, everything changes."

Kerry Hecht

Perfect for:
✔ Market research & insights professionals
✔ Brand teams at consumer goods companies facing high commoditization Secure Your Spot Now. Space is Limited.

Beneath the Why: Unlocking Subconscious Insights to Create Differentiation.

This 90 minute webinar will be conducted from 11:00am - 12:30pm CT on the following dates:June 11th, 2025

BIOS:Christopher Brace is a leading strategist and founder of Story Legacy, with over two decades of experience helping some of the world’s most iconic brands—including Red Bull, Kraft, Hershey, Pfizer, Kellogg’s, and Serta Simmons. His career has spanned leadership roles in strategy consulting, brand planning, and innovation, where he has consistently driven measurable growth and market differentiation for Fortune 500 companies.Kerry Hecht has over 30 years of successful global experience across a wide range of brands and sectors, and with a record of success and proven leadership, relationship, and business growth skills. Kerry is the CEO and Founder of the 10k Ecosystem - 10k Spaces, 10k Humans and 10k Voices. Each company is built around the idea that things can and should be done differently. She and her team are highly invested in creative problem-solving, emerging technologies, and new and interesting methodologies. She thrives on finding new ways of doing things.

Thank You for Exploring the Future of Brand Value

We appreciate your commitment to pushing beyond outdated strategies and uncovering what truly drives consumer choice. Join us and take the first step toward meaningful differentiation.Seats are limited. Reserve yours now.