Executive Conversation: The Behavioral Science Behind Material Brand Fidelity™

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As consumers navigate continuous disruption and daily cognitive overload, their brains naturally lean on heuristics and subconscious cues to decide which brands genuinely matter. Long-term brand resilience does not come from isolated conversions; it depends on anchoring a brand within a consumer’s sense of identity.

In this executive conversation, Chief Strategy Officer Oscar Yuan and SVP of Strategy and Behavioral Science Collette Eccleston, PhD discuss how disruption and decision fatigue reshape customer behavior, why identity overlap is key to brand affinity and how Material Brand Fidelity™ aligns in-the-moment functional ease with over-time emotional resonance to build resilient brand relationships.

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