Behavioral Branding: Beyond AI, the future of design and branding

In this transformative webinar, Van Rais, Design Scientist, introduces an evolutionary approach to design and branding that applies behavioural science to replace traditional brand strategy with measurable business outcomes. Applying behavioural science to the branding process shifts investments from hopeful to helpful. Behavioural Branding is the scientific process of unlocking additional resources and applying them reliably for greater effectiveness.

By placing human behaviour at the center of brand evaluation and creative decision-making, Van shows how a new generation of design thinking can keep design at the cutting edge of business performance. He challenges traditional branding and marketing models by defining a new category: Behavioural Brands—organizations designed around human psychological values.

Van draws from his work with companies like Starbucks, GE, Microsoft and Virgin to show how Behavioural Branding drives transformation, reduces risk and unlocks invisible resources. For any designer, strategist, or creative leader seeking to elevate their role from executional to essential, this is the new design frontier.

Takeaways:

• Design with science:
  How applied behavioural science is reshaping the design profession—and why this is the next evolution for designers seeking greater influence and impact beyond AI.
• Behavioural brands:
  Understand what defines this category of high-performance, human-relationship-based brands—and what we can learn from it.
• Strategic design thinking:
  How to shift from transactional, MBA-style strategy to root-level business and brand problem-solving through psychological insight.
• Behavioural ROI:
  A framework for measuring brand success through psychological KPIs—reducing marketing waste and increasing stakeholder confidence.
• Creative empowerment:
  Understand how to apply behavioural tools to design not just for attention or emotion, but for action and long-term behavioural impact.

This webinar provides a clear roadmap for advancing design as a scientific discipline capable of driving behavioural and economic transformation.

About Van Rais

Van Rais is a Design Scientist and authority on Behavioural Branding—a new frontier in brand strategy where behavioural science meets creative process. With a career spanning Fortune 500s and scale-ups, Van has led business-defining work for GE HealthCare, Starbucks, Microsoft, Hoover, Virgin and Bank of America.

As the pioneer of Behavioural Branding, Van is defining a new category: Behavioural Brands—organizations designed around human psychology rather than surface-level business storytelling.

He applies behavioural science to shift branding investments from hopeful to helpful, transforming creative work into a measurable, revenue-generating system. By uncovering hidden behavioural drivers, Van helps businesses reduce marketing waste, unlock underused resources and solve complex challenges at their psychological root.

Van is a trusted advisor to Bescy, the global behavioural science community and a guest lecturer at Parsons School of Design and SVA. His work has earned recognition from Communication Arts, Good Design, ReBrand and more.

Van’s mission is to evolve the role of design—from aesthetics to behaviour, from experience to expectation. Whether working with executives, investors, or creative leaders, he empowers teams to design not just for beauty or emotion, but for behavioural action, adoption and long-term business impact.

He’s not just challenging how we think about brands—he’s redefining what they are.

Learn more about Van here: www.vanrais.com