The Rise of Hedgefox Brands

AJ Fernández

These are difficult, albeit interesting, times for organizations seeking to position and maintain their brands in the minds of consumers assailed by doubts. Now, more than ever, it is essential for companies to be versatile and adaptable. The Rise of Hedgefox Brands addresses this conundrum, proposing the use of neuroscience to endow a brand with the strength of a specialized strategy (“hedgehog”) and the innovation of a generalized strategy (“fox”). The goal is to connect more effectively with buyers by understanding why they choose one brand over another.