Brand Dummy is a Toronto, Canada‑based family of products and services built around one mission: helping organizations earn and sustain customer trust through research design, analytical frameworks, and sensory and behavioral science interpretation.
Brand Dummy® is a registered trademark and incorporated as Brand Dummy Inc. in Canada, Brand Dummy LLC in the United States, and Brand Dummy Pty Ltd. in Australia.
Behavieural is the consulting arm, focused on AI adoption and trust—especially in healthcare and financial services. It applies behavioral science to diagnose why clinicians and frontline workers resist, override, or under‑use AI systems, and helps organizations reduce the deployment stalls that have become endemic across the industry.
Behavioral Patch is a weekly newsletter delivering sharp, practical insights at the intersection of AI adoption and human behavior.
Inversion Point is a long‑form strategy publication examining market structure, competitive advantage, and organizational decision‑making through a human‑cognition lens.
The Great Canadian Brand Index (GCBI) is a national index measuring Canadians’ trust in domestic brands across seven core dimensions. The corresponding Great Canadian Brand Ledger (GCBL) is its longitudinal companion—a continuous record of how trust in Canadian brands evolves over time, treating brands as civic institutions whose legitimacy must be earned.