Burnham Marketing is a global network of strategists and advisors that helps businesses develop brand cultures that drive positive social change. They identify key stakeholders and map how their interactions influence brand perception in order to shift behavior and achieve goals. Their approach involves neurographic segmentation to understand psychological drivers, measuring how information spreads socially, and developing customized frameworks to monitor impact. Their team of experts provides services such as culture assessments, leadership training, and strategic consulting to empower organizations as agents of sustainability.

1.
BURNHAM
MARKETING,
LLC
1
Amber
Ridge
Road
-­‐
Chestnut
Ridge,
NY
10977
–
(917)
686-­‐4816
1
“Empowering businesses to be change agents for social good and sustainability.”
Who We Are: A global network of communication strategists, marketing
engineers, social scientists, and leadership advisors who collaborate to improve
how businesses behave and innovate towards building a better tomorrow.
What We Do: We help develop brand cultures that influence positive social
change by aligning business purpose with stakeholder values and integrating
innovation and CSR best practices into the communications supply chain.
How We Do It: By applying behavioral design to stakeholder engagement,
change strategies, marketing communications, and impact measurement, we help
businesses better understand the psychological drivers of social behavior and the
systemic relationship dynamics that exist between brand actors and stakeholders.
Why We Do It: We believe that when businesses are more transparent
and empathetic to our collective needs and values, they can be positive
motivators of social change and cultural designers for a sustainable future.
An overarching change management initiative towards developing a values-based business infrastructure can lead to
greater long-term stability while giving a greater purpose to your organization. No longer can we focus purely on
immediate short-term gains at the risk of ignoring future human impact. Progress is achieved by people both
internally and externally to any organization, and collaboration is the key. Allow us the opportunity to share with
you our unique approach and methodology to help you develop more socially responsible and sustainable brands.
When integrated properly, we all experience positive ROI. BE BETTER. CREATE TOMORROW.
Helping good brands be better.
BRAND CULTURE DESIGN & DEVELOPMENT
FOCUS AREAS FOR COLLABORATION:
• Process & workflow auditing: Create operational efficiency and improve collaboration and innovation.
• Gap analysis & needs assessment: Prioritize your investments to assure a greater return on social capital value.
• Leadership development & training: Empathize, inspire, motivate, and unite organizational actors and stakeholders.
• Culture & values alignment analysis: Align needs and values to improve perception, reputation, while reducing entropy.
• Behavioral change & collective action: Influence positive shifts in collective perception and social behavior.
• Design thinking & systems integration: Implement human-centered design into your business strategy and activities.
• Neurographics & persona development: Measure the psychological stimulators and motivators of your stakeholders.
• Organizational design & development: Maximize your investment in human capital and increase productivity.
• Brand building & go-to-market strategy: Develop strategies for business stability and create a sustainable brand culture.
• Stakeholder communications planning: Impact key stages of decision making to shorten time lag to desired outcomes.
• Socially responsible media management: Assure media partners and providers share and support your brand values.
• Social media & marketing governance: Strengthen high value relationships to improve loyalty, retention, and advocacy.
• Transformation & predictive modeling: Identify and project how various activities will impact brand stakeholders.
• Impact measurement frameworks: Monitor and quantify impact investment return to maintain a positive trajectory.
• Intelligent augmentation analytics: Understand the psychological causations behind the behavioral effects.

2.
BURNHAM
MARKETING,
LLC
1
Amber
Ridge
Road
-­‐
Chestnut
Ridge,
NY
10977
–
(917)
686-­‐4816
2
Strategic Approach
IDENTIFY: A social system is a group of
people that can influence one another’s
perception and behavior as a result of
sharing ideas, information, and knowledge
via interconnected communication channels.
A brand’s social system consists of all
stakeholders that can directly impact a
brand’s image, positioning, reputation,
revenue, and equity. A brand’s culture is
defined by the behavioral output of the
social system. That output is influenced by
how stakeholders perceive a brand, how they
interact with a brand, as well as how they
communicate their experiences with a brand.
ENGAGE: In our highly fragmented, yet
socially connected digital world, it is
becoming increasingly more important to
connect with people based on their emotions, values, needs, cognitive resistances, interests, heritage, and
communication preferences. Deep knowledge of the psychology of your stakeholders is required to build
empathetic brand cultures. The more effectively you can engage people in this way, the greater opportunity there
is to influence, predict, and support the output of a social system’s collective behavior. This approach to
stakeholder engagement can evolve culture in an empathetic and systemic way through intentional design.
CHANGE: Social systems are highly
complex, adaptive states of collective
perception. Burnham Marketing identifies
emergent patterns of thought to provide
unique insight into influencing collective
perception in order to shift behavior of
stakeholders to achieve brand impact goals
and desired outcomes. By mapping the
governing dynamics of the social system, we
determine how best to monitor and
influence changes within it.
IMPACT: Our comprehensive approach to
social engineering provides precise
intersections of influence on the behavior of
the social system. Social engineering directs
the behavioral outcomes of the system by
measuring communication flow and by
studying stakeholder interactions and
relationships to predict how the system will
evolve, as a means to transform culture.

3.
BURNHAM
MARKETING,
LLC
1
Amber
Ridge
Road
-­‐
Chestnut
Ridge,
NY
10977
–
(917)
686-­‐4816
3
Methodology
INTEGRATION: People do not behave in silos and
they do not rigidly experience brands, products, and
services. These are just components of people’s lives
that satisfy specific needs, values, and desires. For
this reason, how we understand, measure, and
analyze people’s brand perception and social
behavior must also evolve.
Burnham Marketing’s brand culture design and
development practice resides at the core of business
strategy and integrates across the organization
within all quantitative and qualitative research,
persona development, communication activities, and
measurement programs. By applying a range of
data-driven, human-centered design methodologies,
we provide the necessary lens to help you better
understand the psychological drivers of collective
perception, social behavior, and the relationship
dynamics of your brand actors and stakeholders.
NEUROGRAPHICS: A person’s neurographic archetype reveals the fundamental stimulators and motivators of
all human interaction and affects every decision one makes. Neurographics helps tell us how people and cultures
form their values, their cognitive needs and resistances, learning style, communication preferences, and relationship
building requirements. Leveraging a neurographic framework and segmentation platform we measure how the
primary forces of human thinking drive collective perception and social behavior in a scientifically valid way.
Layering and correlating all other demographic, psychographic, attitudinal, and behavioral data within a
neurographic framework allows us to build archetypes and personas that deliver much richer insights and offers up
a deeper understanding of human perception and behavioral cause and effects than any other technology that
currently exists within the field of market research and social analytics.

4.
BURNHAM
MARKETING,
LLC
1
Amber
Ridge
Road
-­‐
Chestnut
Ridge,
NY
10977
–
(917)
686-­‐4816
4
SEGMENTATION: According to new research, the driving forces that are
behind how and why people think and behave have a far greater influence
over people’s opinions and sentiments than most other demographics and
psychographics. Recent studies also identified that certain neurographics are
more inclined to participate in research panels, skewing results significantly.
So much so, that some results were inconclusive as the composition of the
panel’s neurographic composition was clearly not representative of the
audience they were trying to analyze.
In order to truly understand someone, you must see the world as they do.
When you know how people think, you can communicate and connect with
them in a way that yields predictable outcomes. Our cognitive insights and
neurographic segmentation platform gives our clients unparalleled insight
into the cognitive drivers of human perception and behavior, exposing how
best to serve people’s needs and values. We can determine the thinking style
composition of your audience, which will give precise information about an
individual's approach to decision-making as well as about what is required to
impact each stage of that decision-making process.
Our segmentation tool can integrate into any survey-based mechanism
through a custom iFrame and API. This provides you with neurographic
segmentation that can be correlated with a multitude of other datasets for
building highly robust personas. An individual’s approach to decision-making
and what is required to impact each stage of the decision making process will
be dependent on one’s neurographic archetype. By omitting neurographics
from their collected metrics, researchers leave themselves without a universal
framework of human understanding with which to deliver predictive,
conclusive, or actionable results from their analysis.
!
Introduction
“How It Should Look”
Communication
“How It Should Be Said”
Understanding
“What They Will Need ”
Perception
“How It Will Resonate”
Motivation
“What It Will Take”
Behavior
“How They Will React”
Satisfaction
“Will It Fulfill Them”
Result
“What It Will Be”
Learning
“What It Will Require”
Express
“How They Do It”
Share
“To What Extent”
Favor
“In Relation To”
!

5.
BURNHAM
MARKETING,
LLC
1
Amber
Ridge
Road
-­‐
Chestnut
Ridge,
NY
10977
–
(917)
686-­‐4816
5
SYSTEMIC ANALYTICS: Because we now live in a socially
connected digital world, stakeholders collectively have far greater
influence over one another’s perception of a brand or product than
marketing or advertising will. By utilizing our methods, tools, and
team of specialists, we provide the essential analysis to drive
innovation, overcome conversion barriers, and understand memetic
effects in order to achieve your desired outcomes and impact goals.
We can see how conversations, content, and information is
propagating and influencing collective perception and behavior as a
result of people’s interaction and experiences with a brand, product,
or category. This helps you to prioritize budget allocation, business
activities, marketing tactics, and develop communication strategies
that can yield predictable outcomes.
MEASUREMENT FRAMEWORKS: No tool, methodology, or analysis should be managed within silos. Truly
integrated measurement requires a comprehensive and coherent framework that collects the necessary data that
allows for a complete understanding of the journey and the impact your business activities are having along the
way. A measurement framework should be designed in a way that best captures actual human experience.
Different measurement tools and methodologies provide different kinds of data and insights. There is no one tool
or method that can provide all of the answers. And there will always be gaps that need to be filled. We develop
custom measurement frameworks that take advantage of the tools that currently do exist. We then integrate them
in a way that minimizes the amount of gaps and maximizes insights within your measurement program. We
provide system diagnostics to monitor and correlate changes in stakeholder perception and behavior against
business activities and key measures, in order to effectively optimize and prioritize allocation of budget and
resources, communication tactics, and marketing activities.

6.
BURNHAM
MARKETING,
LLC
1
Amber
Ridge
Road
-­‐
Chestnut
Ridge,
NY
10977
–
(917)
686-­‐4816
6
LEADERSHIP TEAM: Collecting the right data and information can only take you so far. When it comes to
understanding the motivators and stimulators of human perception and behavior, relationship dynamics, social
learning and interaction, the technology will have its limitations. The actionable insights and valuable knowledge
that is extracted from analysis is dependent on having a highly diverse team that has the experience and
expertise necessary for brand culture design and development:
PROJECT COSTS: Every project will have different objectives, unique needs, and required experience and
expertise to activate effectively. Therefore, scope of work and project costs can vary tremendously from one
project to the next. Costs are dependent on the tools and technologies utilized, the kind of analysis required, and
the amount of resources to be allocated based on the level of ongoing consultation, strategic support, and team
engagement. Below will provide some average parameters based on the scope of past projects.
Brand Culture Design & Development (ALL INCLUSIVE): $20K – 30K per month
Neurographics Segmentation & Cognitive Insights: $10K – 50K per study
Memetic Research Study & Cognitive Linguistics Analysis: $50K – 75K per wave
Gap Analysis & Values Alignment Assessment: $10K – 50K per assignment
Measurement Framework & Systemic Analysis: $ 5K – 20K per month
Executive Workshops & Leadership Training: $ 4K – 30K per workshop
Hourly Rate for Services Retained: $300 – 400 per hour
To learn more, please visit www.burnhammarketing.com or contact us at info@burnhammarketing.com.
Cultural Psychology | Cognitive Linguistics | Memetics | Social Engineering | Physics
Design Thinking | Frame Analysis | Cultural Evolution | Complexity Theory | Innovation
Research | Predictive Modeling | Measurement Architecture | Persona Development
Organizational Development | Change Management | Leadership Coaching | Auditing
Brand Strategy | Stakeholder Engagement | Marketing | Social Media Management
CSR & Sustainability | Communication Strategy | Gap Analysis | Needs Assessment
Be Better. Create Tomorrow.