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Forensic Brand Guidance: it's what TransgressiveX offers to brand management. Better thinking about how brands and people interact: in the idea of eXchange. Better measures of those interactions: looking at powers of Seduction & Persuasion. Better data capture, using a proxy of System 1 thinking: through TX's protected algorithms of implicit response timing. Commercially correlated guidance: improving Value Growth through Propositional Pull and Activation Push. Flexible, tailored service: automated through a SaaS, or full-service through agile experience.