In a marketplace flooded with metrics, many brands still struggle to answer the one question that truly matters: What makes us remarkable? Traditional performance indicators may measure clicks and impressions, but they often miss the emotional and psychological nuances that drive real consumer connections.
Enter Remarkably Better®, a neuroscience-informed, AI-powered platform designed to transform how we understand and measure brand loyalty. Spearheaded by Rich Pemberton, CEO of Remarkably, this innovative tool digs deeper—beyond surface-level analytics—to help brands uncover the human truths that inspire trust, loyalty, and lasting impact.
In this exclusive interview, Pemberton discusses the inspiration behind the platform, the six emotional drivers at its core, and why brands that want to lead tomorrow must move past transactions and into meaning.
What inspired the creation of Remarkably Better®? Was there a specific industry gap or trend that motivated its development?
Remarkably, Better® was born out of an urgent need to rethink how brands measure their impact. Traditional brand intelligence tools focus on performance metrics—impressions, engagement rates, and sentiment analysis. But they fail to answer a more profound question: What makes a brand truly remarkable?
The problem, we noticed, wasn’t a lack of data—if anything, brands were drowning in it. However, what was missing was a clear, structured way to evaluate the deeper psychological and emotional forces that drive brand loyalty. We live in an era where consumer expectations are evolving at warp speed. Brands once seen as industry leaders can suddenly find themselves struggling to stay relevant. We saw an opportunity to create a tool that helps brands actively engineer their future success.
The platform assesses performance across six crucial dimensions: empathy, transparency, keeping promises, purpose-driven actions, impact on people & the planet, and remarkability. Each of these speaks to a brand’s ability to earn trust, capture attention, and build lasting connections.
The brands that win today aren’t just different—they’re meaningfully different. They stand for something. They understand their audiences at a human level, not just a transactional one. Remarkably, Better® was created to help brands measure and amplify that differentiation.
How does Remarkably Better® redefine traditional brand intelligence? What makes it different from existing measurement tools?
Most measurement tools focus on what people say about brands. But humans are complex. Our emotions, biases, and subconscious reactions shape our decisions in ways traditional analytics can’t fully capture. Remarkably, Better® is different because it doesn’t just analyse words—it deciphers meaning.
Built on a foundation of neuroscience and AI, the platform leverages cutting-edge research into implicit brand associations, emotional resonance, and memory recall. We measure how people actually feel about a brand, not just what they articulate in surveys or social media posts.
One of the key innovations? A proprietary ‘ remarkability’ score that evaluates brands across multiple cognitive and behavioural dimensions. Imagine two brands with identical engagement rates. Traditional tools would say they’re equally successful. However, our system might reveal that one brand is deeply memorable and emotionally resonant while the other is easily forgotten. That’s the difference between fleeting attention and long-term brand equity.
A case in point: A sustainability-driven fashion brand used Remarkably Better® to assess whether its messaging resonated as authentic or felt like greenwashing. What they found was surprising. Consumers appreciated the sustainability angle, but they didn’t trust it yet. Our tool helped them pinpoint exactly where that disconnect was happening and how to close the gap.
Why is now the right time to launch this platform? What market challenges does it address?
Consumers have never been more sceptical, selective, and socially aware than they are today. They expect brands to be radically transparent, genuinely purpose-driven, and emotionally intelligent. And if a brand falls short? Consumers don’t hesitate to call them out.
From fast fashion to fintech, big tech to beauty, every industry is grappling with shifting expectations. In the past, brands could differentiate on product features alone. But today, people choose brands based on trust, alignment, and emotional connection. They want to feel that a brand understands them, respects them, and shares their values.
This shift is precisely why Remarkably Better® is launching now. Brands can no longer afford to guess how they’re perceived. They need tools that provide deep, data-driven insights—but insights that go beyond sales charts and engagement graphs. Our platform helps brands decode the ‘ why?’ behind consumer behaviour so they can act with intention and authenticity.
How does neuroscience and AI contribute to assessing ‘remarkability’?
The brain makes decisions in milliseconds. Most of our brand preferences aren’t rational—they’re emotional. Neuroscience helps us understand why.
Rather than relying on traditional surveys or sentiment tracking, Remarkably Better® applies neuroscience-informed principles to assess brand strength. By cross-matching scientific insights with consumer responses across key dimensions— empathy, transparency, keeping promises, purpose-driven actions, impact on people & the planet, and remarkability—the platform uncovers the depth of brand connection and perceptions. Our structured analysis allows brands to not only measure their impact but also craft targeted activities that strengthen their position and audience connection.
Beyond measurement, Remarkably Better® is a practical platform that allows us to translate these insights into action. By identifying specific gaps and opportunities within each dimension, the platform helps brands design and implement change activities that reinforce trust, authenticity, and distinctiveness. Whether through refining messaging, enhancing customer engagement strategies, or embedding purpose-driven initiatives, these tailored interventions ensure brands don’t just measure their remarkability—they actively build it.
AI plays a crucial role in this. Rather than simply tracking sentiment or surface-level engagement, it helps structure and analyse brand perception against scientifically validated dimensions. By processing responses, identifying patterns, and benchmarking against key attributes of trust, transparency, and impact, AI enables a deeper understanding of brand strength.
This approach moves beyond data collection—it provides a structured, science-backed blueprint for brand growth. Brands gain not only a clearer picture of how they are perceived today but also the insights needed to drive meaningful, strategic change.
The result? A science-backed blueprint for brand impact.
Can you walk us through the development journey of Remarkably Better®? How is the platform evolving?
We have big ambitions for the future of Remarkably Better® and are committed to constant innovation.
We started with a solid foundation: our ‘ remarkability’ score and brand assessment framework. But we always knew this was just the beginning.
The next phases of development include:
V2.1: Expanding external data sources, integrating real-time insights from news, consumer forums, and public datasets.
V2.2: Enhancing AI-driven NLP (natural language processing) and summarisation tools to provide more contextualised recommendations.
V3.1 & V3.2: Introducing a customer-facing AI-powered analyst and platform, offering brands a real-time, conversational assistant for strategic decision-making.
Imagine a system that not only tells you where your brand stands but also guides you on how to improve in real time. That’s where we’re headed.
What’s next for Remarkably?
Our goal is simple: to make every brand remarkably better.
The next frontier? Predictive analytics. We’re developing tools that will forecast how consumer sentiment is likely to shift in the future—helping brands stay ahead of trends rather than just reacting to them.
We’re also building out industry-specific benchmarking tools so brands can see how they compare not just to competitors, but to the highest standards of remarkability.
And, of course, we’re committed to keeping brands human-first in an AI-driven world. Technology should help brands build deeper, more meaningful connections—not replace them. That’s the future of Remarkably Better®.
Final thoughts? The best brands don’t just capture attention—they earn trust, create impact, and leave a lasting impression. We’re here to help them do just that.
