Philippe Boutié’s scientific contributions

The concept of “doing good” in business has become increasingly important, not only for ethical reasons but also for gaining a competitive edge. In today’s economy, where corporate social responsibility (CSR) plays a significant role, businesses that prioritize ethics often find themselves ahead of the curve. However, simply acting ethically is not always enough. Brands must go beyond mere compliance and actively engage their stakeholders to join them on the journey toward positive change. This is where the GOODBRA(i)ND model comes into play. Based on a powerful Nobel Prize-winning psychology model and previous research in NeuroCSR, GOODBRA(i)ND offers a neuroscience-based approach to building brands that prioritize brain-friendly communications for a better world. It provides a framework for brands to transition from simply acting good to becoming leaders in ethical business practices. By embracing the principles of GOODBRA(i)ND, brands can not only foster positive change within their own operations but also inspire their stakeholders to join them in creating a brighter future. By doing so, they can reap the rewards of good karma and gain a competitive advantage in the marketplace.