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We created a neuroscience-based system called INVOLVE® that speaks to the subconscious. It’s a shortcut to memory making.


Since inception the Rebel & Soul team have been experimenting in the background and proving the theory of a brand’s memorability through neuroscience.

In 2019 Rebel & Soul formalised and officially launched their world-first Neuroexperience methodology called INVOLVE® which, when applied to the design process of a marketing campaign, ensures that brands connect with consumers at a subconscious level in a highly memorable way.

Without giving too much of our secret sauce away, INVOLVE® is our seven-part, 38-touchpoint memory making framework that ensures you capture attention and keep it long enough to bank long term memories:

  • Intrigue: Create the unexpected. Expectation is the brain’s biggest filter. We create intriguing ideas that bypass the filter.
  • Novel: Our brains are like monkeys and crows. We create ideas that are new and often world firsts.
  • Vivid: We produce images for the mind to start the encoding memory process in order to increase brand retention and recall by up to 90%.
  • Organised: Our brains are programmed to remember the bad, so we plan our events to perfection to ensure all guests remember, is the fun they had.
  • Lively: Memories are linked to action. We curate events with movement in mind at every moment to increase the propensity to create a memory.
  • Variety: Our average attention span is 8 seconds, so we create variety in our events to hold attention until a long-term memory is banked.
  • Emotion: We are our emotions. We craft ways to enhance every sense. The more emotions we associate with the stronger the memory.

One of Rebel’s HSBC clients – the first clients to buy into our INVOLVE® methodology – saw the largest ROI the bank had ever seen as a direct result from our two year creative event and experience design series HSBC Jade – Origins of Luxury.

To INVOLVE® your brand, get in touch with our neuroexperience experts.

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Before you go download our latest FREE white paper:

The definitive guide to creating the
most memorable virtual experiences

We discuss the 'new normal', strategies to adapt to the virtual world and how to achieve high marketing ROI with your next virtual experience.