Resilience isn’t a buzzword—it’s a design principle. Build brands that endure by pressure-testing identity systems, decoding trust dynamics, and translating research into strategy.
Start with stress, not slogans
We begin where most agencies end—by asking how your brand performs under pressure. Whether it’s a launch, a pivot, or a reputational risk, we simulate stress scenarios to reveal where your brand holds up and where it fractures. Because resilience isn’t built in ideal conditions—it’s built for impact.
Design for emotional coherence
Customers trust brands that feel consistent—even when the world doesn’t. We craft brand systems that align voice, visuals, and values across every touchpoint. The goal: emotional clarity that earns trust when it’s tested, not just when things are calm.
Translate research into strategy
We apply academic rigour to branding—drawing from behavioural science, trust psychology, and strategic theory. But we don’t stop at insight. We turn research into actionable frameworks that guide brand architecture, messaging, and decision-making.
Draw behavioural insight from data
Behavioural insight is one of the ways we build resilient brands. We go beyond surface-level data analytics to not just uncover but explain patterns in trust, decision-making, and emotional response—especially in moments of uncertainty. This is how we build brand systems that resonate deeply and adapt meaningfully. Insight is just the beginning—resilience is the goal.
Eugene Y. Chan, Ph.D.
Founder & Principal Strategist
Eugene is a behavioural scientist and marketing professor at the Ted Rogers School of Management, Toronto Metropolitan University, where his research explores consumer psychology, trust, and ethical decision-making. With a PhD in marketing from the University of Toronto and a deep foundation in behavioural theory, Eugene brings academic rigour to every brand challenge—translating complex insights into clear, defensible strategies that resonate in the real world.
With brand expertise and academic experience in Canada, Australia, the United States, and Europe, he founded Brand Dummy to help brands simplify resilience, decode customer behaviour, and build trust through clarity and purpose. Drawing on years of research, teaching, and cross-border consulting, Eugene blends analytical precision with creative direction—crafting identity systems, messaging architectures, and trust strategies that hold up under pressure. His work sits at the intersection of behavioural insight, brand ethics, and strategic symbolism.
For more information about his academic credentials, visit consumologist.com.