There is always something satisfying about seeing a team turn a strong strategic idea into a live product.
Early last year, I spent a few months as a strategic adviser to Pascal Spaeni and the team at Brame. So it is a real pleasure to see them launch BRAME Studio, their new enterprise platform for customer growth.
What makes this interesting is not simply the product itself, but the problem it is trying to solve. Too much customer engagement still relies on transactional incentives and short-term tactics. The harder question is how to create experiences people genuinely want to return to.
That is where gamification and behavioural design can make a meaningful difference. At their best, they help organisations move beyond one-off interactions and build participation, progress, and repeat behaviour in a way that feels more motivating for the people involved.
Brame’s work is rooted in retail rather than the health and sustainability sectors where I spend most of my time. But good behavioural thinking travels well. Whether the context is customers, patients, citizens, or communities, the same underlying challenge remains: how do we design for engagement that lasts?
Congratulations to Pascal and the wider Brame team on this milestone.