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At 37°Celsius we have a philosophy based on three pillars: Education, Consulting and Research. We believe the three pillars go hand in hand and reinforce each other.



It’s all about discovering the essence of a brand. At 37°Celsius we leave no stone unturned in the quest to find the soul of your brand and are able to make it tangible for you.

Our research is characterized by:

  • Inquisitiveness
    We’re inquisitive into what motivates your organization and makes it successful. We want to know the story behind the brand and enjoy working with others who share our inquisitiveness. This generates new insights and leads to cognitive growth.
  • Objectivity
    It is important to be as objective as possible in forming a picture of the situation. We need to identify the real problem or challenge. We need to discard all emotion and preconceived ideas, as well as thoughts on everything that has been tried – and has failed in the past.
  • Foundation
    We’re often asked for our opinion because we’re seen as ‘the experts’. However, we see the solution as being created by jointly laying a foundation on which substantiated decisions can be based. This helps create support throughout an organization.


37°Celsius and Academic Research
Together with the Amsterdam Business School (UvA), we are conducting academic research into the use of free association in brand research. This is leading to continuous improvement of the research tools and is scientifically proving the extent to which free association delivers better insights than traditional forms of research. The underlying prerequisite being that research must lead to better decisions.


All too often the answer lies just below the surface. Unfortunately you’re usually too close to the problem to see the solution. And that’s when a fresh look at the situation can make all the difference. 37°Celsius can help you not only find solutions, but also implement them.

Implementing solutions sometimes necessitates breaking down barriers: clearing away deadwood and pruning side branches – however promising these may have previously seemed. It’s all about getting to the heart of the matter. Finding and implementing solutions may take time, but it is well worth the effort. 37°Celsius supports you all the way, monitoring and steering the entire process.


For 37°Celsius, education means sharing knowledge in the broadest sense. Forget your preconceived image of education. We differentiate between wanting and being able to. If you are able to do something, then you often want to do it. And if you really want to do something, then you can usually learn it. Where employees are not yet able, we can make knowledge and experience available to help them.

Links to Erasmus University and Amsterdam Business School (University of Amsterdam):
37°Celsius provides lectures at universities in topics such as:

  • Brand Management
  • Marketing & Strategy
  • Consumer Behavior
  • Branding