In one final blow to conventional thinking, we blew up Concussion and changed our name to PAVLOV. The new moniker was inspired by the findings of Russian scientist, Ivan Pavlov, who first recognized the concepts of conditioned behavior, and stimulus and response. As part of our planned brand evolution, we’re building upon the concept that stimulus and response is a powerful, natural phenomenon we can leverage to elicit desired consumer behavior. The same collection of rogues and scholars that brought Concussion national attention, will continue to create award-winning, response-inducing work in a creative “stimulus lab” environment.