Creating impact with human drives
Leading from the heart
There’s a fire in all of us: a need to grow, to evolve, to transform. That's why we unleash human potential by helping people and organisations connect with their emotional drives. When people act on what truly matters in life, they make happier choices, build stronger connections, and create a better world. Their excitement and energy are fuel for progress. With a strong sense of direction and the power of positive behaviour. Like a collective force for good, making things better.
We believe that people who act on what truly matters in life, make happier choices, build strong connections, and create a better world. That’s why we unleash human potential by helping people and organisations connect with their emotional drives.
Our manifesto
Shaping what's next
We believe the future isn’t something to wait for; it’s something we create. Curiosity is our compass. We explore, experiment, and activate new ways of thinking, always guided by both data and instinct. Our playful, yet evidence-driven, approach sparks insight, inspiration, and transformation. Seamlessly blending science with intuition. With proven tools and a drive for meaningful innovation, we help people turn ideas into action and change into momentum. The world is evolving. Let’s shape it together.
Moving as one
We grow together. As a collective we are built to collaborate, whether it’s within our own team, with our clients, or with the partners who join us along the way. We build trust through dialogue. Our emotive language sparks a viral energy, propelling us forward as one. It’s not just about individual progress; it’s about shared transformation. We sync individuals with groups, and reverse. Because real impact happens when people connect, commit, and create together. Don't miss this; join us!
Our brand trinity
Kim Cramer, PhD & Alexander Koene
Inventors of 23plusone
It all comes down to this one question:
How will it make me feel?
What if influence, transformation and growth felt good for everyone involved? 23plusone combines scientific rigour with positive psychology to create connections that energise and actions that inspire, whether you're building happy team culture or building lasting stakeholder relationships.
Evidence based positive emotive values
Scientific approach to happiness and appeal.
23plusone is a scientific method to create meaningful connections and stimulate positive action. It drives behaviour, both in business and private life based on positive motivations.
2006: The Beginning
Kim Cramer PhD and Alexander Koene started their journey to understand happiness and branding.
Scientific Research
Identified distinct emotive drives with help from Nico Frijda, leading to groundbreaking insights.
Global Impact
Over 80,000 respondents and 300+ brands analysed worldwide, shaping the emotive branding field.
fMRI Studies
Advanced fMRI studies validated and optimized the scientific method further.
23plusone is also listed in the SWOCC Book of Brand Management Models. Affiliated with the UVA. Read more +
23plusone isn't just a method, it's a movement of professionals inspiring each other toward good. We've unlocked the emotive language that builds real understanding, transforming academic research into practical magic. Together, we're proving that meaningful connections, happier people, and magnetic concepts aren't accidents, they're achievable.