The 'MPOWER Project merges strategic messaging, brand marketing and digital media to develop a new human-centric approach to out-brand destructive ideology that threatens cognitive security and peaceful, inclusive society.

What We Do:



Understand ideology and attachment to extremist ideas through the lens of a psychology-based audience theory - Identity Vulnerability - which includes an early stage state of mind enabling someone to be at-risk and seeking a new narrative attachment

Campaign Development

Use research to create and execute brand marketing style campaigns meant to out-brand against violent extremism and attachment to destructive ideology


Leverage psychology-based research to develop bespoke data segments and a distribution model to present the right message to the right audience via the right platforms. 


Engage and empower at-risk audience through development of virtual community and connection to locale based partnerships and programming


Our Core Values:

  • We believe that words and ideas are more powerful than violence

  • We take a human-centric approach to hard security issues

  • We use storytelling to connect, engage and inspire

  • We focus on providing a positive alternative to the “brand” ideology narrative rather than countering individual recruitment narratives

  • We support a compassionate, nuanced approach to cross-sector dialogue and cooperation

“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… The ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… They push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.”
— Steve Jobs