Neuroscience | Founder & Managing Partner - Beyond Reason

Nathan Axford
Olivier Tjon


About this speaker

Title of the Presentation


About the Presentation

Right now - emotions, ecology & purpose are marketing’s hottest topics.

I challenge you to find a project or briefing that does not mention this.

Therefore marketing professionals, both on the client and agency side need to perfectly understand the role of emotions, ecology & purpose in the precise context of their category and brand — and this is notoriously difficult… But simple to explain:

the gap between what consumers say and how they actually behave is ridiculously wide when it comes to these topics.

Beyond Reason explains how their neuro-science method is now used by some of the world biggest brands and most successful agencies to remove this bias, and to improve the ROI of emotion, ecology and purpose based marketing initiatives.


Olivier Tjon is an expert in sharpening brand propositions to become highly effective. In the 90s he built a reputation with hallmark non-conventional projects for majors in the content industry : Universal, Warner, Sony Playstation. Followed by high profile brands: Virgin Airlines, Diesel Jeans, Coke Light, British American Tobacco, Mondelez,… & AB-Inbev where he met Nathan.

Nathan Axford has been designing brand strategies for 21 years, 17 of those on the corporate side starting at AB-INBEV & ending the journey as Global Marketing & Comms Director at Orangina Schweppes then DHL.

Olivier's & Nathan's work in the field of Neuro-marketing,  Implicit Motivations & Decision Science lead to the creation of Beyond Reason - currently amongst Europe’s fastest growing neuro-marketing consultancies, servicing some of the world largest brands and agencies, on a domestic, European or global scale.