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Swim Against the Stream™


We combine Marketing and Behavioral Science to help our clients Swim Against the Stream™



Our Research


Behavioral Science + Marketing

Effective use of behavioral science principles can improve all aspects of marketing. From writing headlines and copy that people remember; using social norms to nudge consumers; or the anchoring effect on restaurant menus to increase the average ticket size.

“In the same way that you wouldn’t trust a doctor with no knowledge of physiology or an engineer ignorant of physics, my experience over the last dozen or so years suggests that it’s foolhardy to work with an advertiser who knows nothing of behavioral science.”

— Richard Shotton, author of The Choice Factory 

Eric is certified by Cannes Lions School for Behavioral Science, Storytelling, Marketing Strategy, and Copywriting. He’s also certified by Ogilvy on Applied Behavioural Science, The Ogilvy Course on Behavioural Economics, and the Ogilvy Course on Social Media.

Principal Eric Zimmett was teaching at Penn State University in the summer of 2014 when he founded Braden Social LLC. His course was an introduction to consumer behavior in advertising.



Our Clients


Who we’re helping Swim Against the Stream™

Since being founded by Eric Zimmett in 2014, Braden has been trusted by brands like Shaner Hotel Group; Penn State University; The United Way; Federal Taphouse in State College and Harrisburg; Marriott Properties; The Field Burger & Tap; WingFest at Tussey Mountain; and Toftrees Golf Resort. 

Specializing in Food | Drinks | Events

Our expertise in hospitality runs deep, with industry knowledge and connections, including our 5,000-member community of tastemakers in Braden’s Pub: Happy Valley Eats, Drinks, and Events.

We work closely with Taste of the Town, WingFest at Tussey Mountain, WR Hickey Beer Distributor, and Untappd. Braden is also the area’s only Toast, Inc. Partner agency.

The Salmon of Knowledge

Fenian Cycle of Irish mythology

Braden [Bradán] is derived from an Irish Gaelic word meaning “salmon.”

Bradán feasa is the ‘Salmon of Knowledge’ in Irish folklore.

According to Celtic legend, an ordinary salmon ate nine hazelnuts that fell into the well of wisdom. By this act, the salmon gained the world’s knowledge. The first person to eat of its flesh would, in turn, gain this knowledge.

The poet Finegas spent seven years searching for the salmon unsuccessfully. Until he brought his student Fionn mac Cumhail — or Finn MacCool — with him on his journey.

After catching the salmon, Finegas handed it to Finn to prepare. Finn cooked the salmon, turning it over and over, but when he touched the fish to see if it was cooked, he burnt his finger on a drop of hot cooking fish fat. Finn sucked on his burned finger to ease the pain.

When Finn brought the cooked meal to Finegas, his master saw that the boy’s eyes shone with a previously unseen wisdom. Finegas asked Finn if he had eaten any of the salmon. Answering no, the boy explained what had happened. Finegas realized that Finn had received the wisdom of the salmon, so he gave him the rest of the fish to eat.

Finn ate the salmon and in so doing gained all the knowledge of the world. The deep knowledge and wisdom gained from the Salmon of Knowledge allowed Finn to become the leader of the Fianna, the famed heroes of Irish myth.