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Transforming Brand Value(s) to Brand Equity

Miazo is an award winning brand consultancy (working for Fortune 500), specialised in building evidence based trust. Although we have a long history in branding, design and marketing, the last years we specialised in the (mental, visual and visceral) foundations that make brands grow and keeping organizations accessible, consistent and identifiable. Our vision on building brand trust and sustainable behavior change is based on an integrative scientific approach - from brain to brand.

Work
Connecting Brands to Brains

Our mission is to connect brands to people, creating a common culture, experience and (sensory) language. And by doing so, adding (shared) value(s). We believe that transforming business is about transferring usable knowledge to our clients and their customers - by providing meaningful, guiding and unifying brand values where all stakeholders can identify with. By sharing information, experience and knowledge with our clients, we aim deliver the highest quality and service possible when translating client requirements into focused functional solutions. At Miazo our brand research and development is based on design innovation thinking and implicit research methods.

Companies that invest socially and sustainably in people and brands have higher returns on investment. They understand it's leading to stronger valuable customer relationships and a higher brand equity.

What we can do for you

Consultancy & Masterclasses

Get Science-Based Insights in Brand Trust and Trust Leadership

Open up your mind with the latest managerial and psychological insights for leaders who take (brand) trust seriously.
There is evidence that trust between staff and workers is truly a hard, economic driver for every brand organization.
Learn how to identify and measure trust and use this to perform sustainably better as a high-trust organisation.
In the courses you will explore the most relevant trust topics using directly applicable knowledge.

Miazo offers the following education:

TRUST.MBA® in 1 Day

1 Day Investment - The day covers trust decision-making and the psychology behind (brand) trust and our (daily) trust decisions and behaviors. Four interactive classes cover various trust concepts in an accessible and concise way, but with enough time to reflect on the matter.

Directly Applicable - No PhD in neuroscience or a background in (bio)psychology required. But simply packed with practical insights you will understand. Besides offering summaries of the most relevant (but easy to grasp) theory, also (mind blowing) participant experiments are presented.

Only Incompany - At the moment TRUST.MBA in 1 Day is only offered InCompany or on request. If you are interested, please call +31(0)6 50914010.

Please visit www.trust.mba for more information.

Masterclasses

Trust Leadership - Which mechanisms drive trust, and how to positively influence behavioral change in the current and future connected age? People do not only look for purpose (meaningfulness), autonomy and self-determination (personal development), but also for social contact and cooperation (within teams), and a deeper connection with the living environment as a whole (future connectedness).

Gain trust as a confident leader - Trust (in each other and in the future) is essential for change, connection, empathy and leadership. In his lectures, bestseller author and world leading authority on trust Drs. Erik Schoppen shows the integral functioning of trust inside and outside the brain, and how future-proof trust with the right emotions and motivations leads to sustainable behavioral change.

Keynotes

Neuroscience behind Brand Trust - Discover how trust works in our brain. What are the biological functions of trust, and how can you influence these? How do we make decisions in our consumer behavior, and how do we experience brands? How do we make 'The Leap of Faith?' This is the trust to take action, sometimes developed in (milli)seconds and with little information (using shortcuts (biases) in our brain). The way we process cognitive information is key to understand consumer thinking and to predict future behaviors.

Rebuilding Trust - This keynote focuses on how to restore our social, organisational, technological and societal trust systems. Trust is essential for change, social cohesion and leadership. For example, we need trust in digital ecosystems to work online. And we need trust in sustainability to solve the climate crisis.

Team Workshop
Draw Your Own Brain®

Explore with your team how brains (and bodies) are deeply connected to the (organisational) environment around us.
Through simple schematic drawings and guided teaching, you’ll discover in a creative and joyful way how your brain works.
These insights will help your team to (re)connect, embrace possible differences, and grow trust on what unites the team.
This workshop is a unique fusion of trust building, psychology, (behavioral) neuroscience and artistic expression,
and where participants visually map the evolutionary development of their own human brain.

Ideal for team days to (re)connect in team spirit on a deeper trust level:

Learning by Drawing
Draw Your Own Brain (Team) Workshop


Draw Your Own Brain®, a hands-on workshop led by neuroscientist and behavioral trust expert Erik Schoppen. He invites you to explore how our brains and bodies are deeply connected to the natural world around us, and how this connection shapes the way we perceive and experience reality.

Understanding the Human Mind
After the session, you’ll walk away with a deeper understanding of how your mind works, how trust and emotions are formed, and a work that reflects your inner landscape.

LISTENING & SKETCHING
Draw Your Own Brain (Team) Workshop


Participants engage in sketching brain areas developed over time while listening to an intriguing story about the evolution of the human brain, starting 500 million years ago. You don't have to be a Picasso, we're sketching a schematic representation of the brain, shaped by our evolutional journey.

Creating Your Own Brain Map
The session culminates in the creation of your own hand-drawn ‘brain atlas’. A personal visual map filled with intuitive patterns and meaningful and practical insights.

About Your Teacher
Eriik Schoppen


Erik Schoppen (1968) researched the connection between (evolutionary) trust and sustainability at the University of Groningen (Behavioral and Social Sciences, Cognitive Neuroscience). He holds a masters in virtual media and technology, and graduated as a designer from the Academy of Art, bringing a strong creative background in arts and design.

Experienced Design Lecturer
He lectures Design Innovation, Neuroscience, Psychology and Sustainable (Trust) Behavior at several international institutes.

www.DrawYourBrain.com

Trust Traits & Value(s) Research

Brand & Company Values
Brand & Company Trust Value(s)

We use our published brand value compass to create sustainable trust value(s).
This is a peer-reviewed framework to develop sustainable strategies and ecosystems
for multiple brand equity creation, brand added value and trust. Read here more about our critically acclaimed publication (or order the BNL bestseller) Read here our scientific paper (Impact of Brands on People, Markets & Society)

Corporate Culture Traits
Individual & Corporate Trust Traits

At Miazo we offer a unique method for consumer, employee, teams and organisations; our (neuro)scientific developed IAT Personality Traits Test. This is the fastest scientific (4-minute) personality test in the world, measuring the strongest hidden trust preferences, based on people's personal and/or shared corporate cultural and behavioral personality traits. Try it for free, and convince yourself, your team members and/or your organisation

Work

Theoretical Foundations

Build Bridge Bond:
Building Brand Leadership

Erik Schoppen is the developer of Build-Bridge-Bond® - methodology for sustainable brand leadership, a scientifically substantiated management method for building strong mission- driven brands, brand trust and sustainable brand relationships. The method sees a brand as the (trust) relationship between the brand (organization) and its users, stakeholders and public. It is the total (holistic) brand experience (thoughts, feelings and behaviors) that a user (collectively or personally) associates with the brand, derived from consistent beliefs and congruent values. You can download the scientific publication here.

Sustainable Brand Management:
Prolonging (Social) Brand Trust

Erik Schoppen is co-author of Strategic Brand Management (Strategisch merkenmanagement, 5th BNL Edition), a decade-long, reliable, innovative and reviewed standard work on future-oriented and sustainable brand management. The fifth BNL edition focuses entirely on sustainable brand building, from an economic, social, and ecological perspective. The book covers the entire field and, through its numerous models, step-by-step plans, case studies, and examples, provides insight into the everyday practice of (digital, social, and sustainable) branding. You can download (or request a paper version for free) of the overview poster, or order the book (only Dutch) here.



Flow of the Wave

Miazo (pronounced mi-a-zo) means ‘the flow of the wave’. It unfolds in three recognisable stages, each reflecting a distinct phase of movement and transformation.
This is the name and philosophy since Erik Schoppen and Nathalie Kuilder founded Miazo in 2003 (sadly Nathalie passed away in 2025).
Waves have great impact on the surface of the oceans and they transform the envelope between air, water and land. Where waves influence our climate by mixing ocean and atmosphere, Miazo has a positive influence on organizations by achieving sustainable growth by creating value from within, inspired by a purposeful mission and vision.
In essence, Miazo is the flow of transforming sustainable business...

Founders
Erik and Nathalie in 2005
The flow of the wave reflects Miazo's philosophy:

Wash Up (Emergence)

A wave is a forward motion of energy, caused by a fresh wind blowing over the ocean, changing its surface into waves. As waves grow in height, the wind pushes them along faster and higher. When the forward speed of the crest becomes faster than the speed of the wave, the wave breaks.

Changing Perception
This stage reflects initiation and the transfer of energy from one source to another. This 'brainwave' opens up our eyes, and symbolizes the breakthrough that brings new thoughts and insights.

Swash (Peak)

After a breaker has collapsed, a turbulent flow of water splashes up the beach. Although water molecules remain where they are, the energy of the wave moves towards the shore. This swash is a powerful surge that changes appearance by removing and replacing beach sand. It stirs up old grounds, reshapes coastlines, and is responsible for the renewal of our beaches.

Transforming Ideas
This stage refreshes the way we think. This is the stage of momentum and transmission. It sets the course for a mental journey, where inspiring ideas are transformed into solid solutions.

Backwash (Dissolution)

When the force of the swash has been spent against the slope of the beach, a return flow goes down the beach, leaving behind new materials in a revived environment. The wave has transformed the envelope between air, water and land. This phase reflects release, absorption, and transformation, it merges back into equilibrium.

Making Space Again
This stage creates clarity in the mind, provides useable knowledge, and integrates strategy, language and design. The tide has come to bring developed concepts into practice.

Some major clients who trusted us
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