By developing strategic and emotional branding, the Norwegian agency KIND emphasises and enhances a brand’s x-factor, thereby separating it from the herd, while simultaneously reflecting its personality. This formula has made KIND a leading conceptual branding company. They are not like the others, far from. Instead of just developing an identity for a brand they look further, with a substantial focus on the emotional brand as well as the target group. In this way they come out of the process with a product that provokes feelings – and so it should.