BUILDING

BRANDS
THROUGH
INTRINSICALLY
ENGAGING
NARRATIVES
We do not just buy goods or services. By
integrating intrinsic functionality with
predefined meaning we create and
express the master narratives of our
lives.
On every occasion, our
mind recognises the
same guiding principles
that have enabled us to
survive and thrive
The world around us is
moulded by our mind
and bears its patterns
Our psyche consists of a code. We are an ordered pattern
of fundamental motives, capable of generating life.
The origins of our actions
are much deeper than we
often believe
In each of our actions we
confirm our capacity to live
What deeply engages us
always fulfils some
fundamental motive,
evolutionarily-preserved
dispositions that have
shaped the species
To ensure we never forget their
importance, nature established an
array of systems in our brain and
made their satisfaction intrinsically
rewarding
We come with an inborn propensity to fulfil our
biological nature. Our fundamental human
motives strive, by their nature and by necessity,
towards satisfaction.
As they are inherently
gratifying, natures
incentives for living are
spontaneously pursued for
their own sake, constituting
the most engaging guides to
behaviour
At this fundamental level, needs
are profound, becoming the end
in themselves. No further reason
is needed for the pursuit of their
satisfaction. It is what directs our
thinking and actions. It is what
moves us.
In satisfying our
fundamental human
motives, we live life to the
fullest
The moments we live
profoundly, acquire
timeless substance. Our
sensory perceptions are
intensified, the
experience of the
moment is heightened,
and we become as
human as we can be.
The inventiveness of our psyche is
remarkable, manifesting itself in an
unlimited number of ways structured
around a finite number of bare patterns
As abundant and
varied as our
emotions are, they all
stem from our
fundamental human
motives
Our fundamental human
motives constitute the most
direct, universal, persisting
and potent predictors of
human behaviour
Humans are multifaceted
animals probably the most
multifaceted of all. To help us
survive and develop, nature
added new survival systems
to our brain on top of the old
ones.
Each motive is very
complex, evolving in a
continuum, in line with the
evolution of our brain,
triggering a wide range of
behaviours, from very
simple to the most intricate
As we have a number of
mental guiding foundations at
our disposal that operate both
fairly independently of each
other and in cooperation, we
are under the impression that
everything around us is both
straightforward and
multifaceted
Since our fundamental human motives
are based on forces that have helped us
survive and grow, satisfying them
contributes to human flourishing,
forming human morality
Our whole civilisation, social
institutions, belief systems,
various cultures, great human
values and the way we behave at
every moment are all products of
our fundamental human motives.
Culture far from denying our
biological origins, tends to
exaggerate them.
Humans do not want to live a half life.
Life is whole only when all life forces are
experienced. The better we learn to
enjoy them, the more human we become.
An enriched life would be that in which
all aspects of our personality attain their
full development.
We invent devices that
allow us to experience the
vital aspects of our nature
in ideal conditions, which
real life does not provide
Brands are powerful carriers of
meaning that allow us to experience
our human heritage and put our world
in order
Substitutes may be preferable forms
of human experience. Profound
experiences can be painful. We
consume slices of life so as not to be
overwhelmed by its ecstasy.
We live through our
narratives, we are
literally our own
theories
Something has quality when
it releases the very life forces
Our mind imposes its structure
on every stimulus it receives
through the continuous
interchange between cognitive
and emotional processes
We conceive something
as a reason to rationalise
our actions
What we call concepts are
neural structures that allow
us to order and categorise
all stimuli around us
Concepts act as magnets if we have
found them to be of value in our own
personal endeavours towards self-
organisation, towards augmented
cognitive effectiveness
We derive the maximum value from
narratives that are automatically
identifiable and viscerally classifiable as
evolving parts of our human experience
Without the intrinsic
concepts that
constitute the
brains guiding
foundations,
concepts that are
formed from
experience and
evolve throughout
our life cannot exist
Following the pathways our
mind uses to create reality
and by tapping into the way
emotions arise, our concepts
become alive, they bear the
freshness of the source
Talking the language in
which our dreams are
written, narratives obtain
inner substance
Leading brands demolish
artificial segmentations
and invented boundaries
and sell to everyone
Successful brands
coherently express the
very patterns of our
psyche
The best narratives are
capable of generating life by
expressing our fundamental
human motives
The best narratives are naturally
triggered by the way we experience
the idiosyncratic characteristics of
everything around us, including the
products and services we consume,
used by our mind as a material
anchoring in order to fulfil its patterns
In this way, mere things in our environment obtain meaning
and offer opportunities for meaningful engagement
Leading brands translate
the essential natural
properties of products or
services into deeper layers
of meaning, symbolic
connotations, and
emblematic narratives
which express our
fundamental human
motives in a sufficiently
consolidated, clear and
distinct way
It is the inner architecture of the message that
touches our emotions and cognition. Our mental
reaction to the messages that are intrinsically
satisfying to our mind plays a more significant role
in the persuasion process than the message itself
analysed rationally. The structure is the message.
Concepts based on
what connects us as
a species, give a
shiver of recognition
and immediate
pleasure
Increasing their intrinsic
attractiveness, acquiring
a congruent affective
value of their own,
brands and their
messages, images, and
signs, do not just
automatically capture
attention, they go a long
way to creating
consumer desire
The continuous rediscovery of
the associations that drive us
towards the fundamentals of
life never bore us, leaving the
mind awestruck time and
again
Understanding the way the brand
and the category activate our
fundamental human motives, helps
develop engaging narratives
Using, for the first time, a
multidisciplinary approach,
including brand communication
decoding, motivational
research, psychology, affective
neuroscience, cognitive
linguistics, cultural
anthropology, sociology,
philosophy and their
proprietary tools, BRAND
AVIATORS has studied the
motives underpinning buying
behaviour in more than 70
global categories of goods
Beneath all the phantasmagoria of global
marketing communication, lies order and rhythm,
the source code of our human behaviour
 BALANCE
FEEL
CARE SAFE
What follows is a brief analysis
of the fundamental motives
DESIRE SEEK
underpinning consumer
behaviour and, indeed, our entire
human behaviour. These are the CONNECT PLAY
irreducible, irradicable parts of
human experience, the vital
aspects of human nature. Their
CONTROL TRANSFORM
force culminates into human life.*
GROW DESTROY
* A book will shortly be published, extensively TM
CREATE

analyzing the motives underpinning 33

categories of everyday consumer goods and our
fundamental human motives The wheel of motives
THE MOTIVE TO FEEL SAFE: To exist we must feel safe. If we do not feel
safe major systems in our brain are blocked. To explore, to create, to
grow, to be ourselves, we must keep fears at bay. Nature helps us
achieve a feeling of safety by dampening any fear and receiving
rewarding stimuli. Our mind takes every opportunity to reproduce this
battle of good versus bad; when good forces win, it is always reassuring.
Motive Main biological Possible Examples of Main Main sociocultural
advantages / neurosystems cognitive psychological manifestations and
survival value involved operations states reinforcers
Feel safe Detection of threats, Reward systems Retrospection, Stability, Belief systems such
(opioid Reminiscence, Regression, as religion,
Dissipation of fears,
neurosystems that Comfort and Renewal, Nostalgia, Morality, Ethics,
Endurance via induce a sensation enjoyment, Daydreaming, Mores, Folkway,
rewards, of pleasure and Believing, Comfort, Hope, Tradition,
Creation of suppress pain), Fear Increasing positive Happiness, Satiety, Authenticity
optimism that dampening systems, emotions, Plenitude, Joy,
facilitates success Defensive system Constancy, Coping, Bliss, Instant
Resolution of gratification,
emotional conflict, Reward,
Incognisance, Perfectionism
Anthropomorphism Postponement,
Shame, Guilt,
Humbleness, Self-
sacrifice,
Narcissism
THE MOTIVE TO SEEK. To continue to exist we
need to stir interest in life. Humans like the
familiar most of all because it brings security.
But quickly we become frustrated and bored,
and we seek escape. Lack of arousal leads to
boredom which is responsible for a series of
negative behaviours. Nature made the very
act of searching and the moment of discovery
intrinsically pleasurable in order to jolt us
towards gaining access to all types of
resources. Our motive to seek is omnipresent
and helps us see further, what we could
become, and to take the necessary risks to
succeed.
Motive Main biological Possible Examples of Main Main sociocultural
advantages / neurosystems cognitive psychological manifestations and
survival value involved operations states reinforcers
Seek Arousal of interest, Seeking system, Search, Scanning Excitement, Independence,
Location of Arousal ability, Arousing Anticipation, Mobility,
resources, optimisation system emotional Expectancy, Flexibility,
Integration of experience, Arousal, Diversity,
diversity, Improvisation, Restlessness, Alternativeness,
Flexibility Experimentation, Emotional vertigo, Novelty, Variety,
Detection, Contrast, Thrill, Risk-taking,
Divergent Thinking, Sense of freedom, Opportunism,
Choice, Curiosity, Adventure,
Differentiation, Experimentation Exploration,
Sensing, Discovery
Free association,
Breadth-of-
attention, Intrinsic
motivation,
Cognitive
flexibility,
Incidental learning
THE MOTIVE TO PLAY: To live life for its
own sake is the essence of life. To fully
live, one must be fully present where
one is. To live the moment is an
exhilarating experience that assumes
spontaneity: To live every instant to the
full, to live at all, one must let go.
Through play, we find ourselves able to
experience life intensely. Free from all
pretentious seriousness, and any need,
urgency or necessity, play allows
humans to experience all aspects of our
nature, to be fully human.
Motive Main biological Possible Examples of Main psychological Main sociocultural
advantages / neurosystems cognitive operations states manifestations and
survival value involved reinforcers
Play Focusing on the Play systems, Immediate Intuitive Spontaneity, Whim, Celebrations,
present, Reward systems awareness, Frivolity, Fun, Entertainment,
Aggressive Ideation, Gaiety, Cheerfulness, Satire, Humour,
Generation of
Expression of affect- Jubilance, Sports, Games
vitality,
laden Images, Exuberance,
Integration of Intensification of Flamboyance,
incongruence, emotions, Colourfulness,
Fighting of adversity Absorption, Zestfulness,
Aesthesis, Mischievousness,
Pretention, Make-
Teasing, mockery
believing,
Symbolisation, Free
Association,
Representation,
Anthropomorphism,
Experimentation,
Improvisation,
Divergent thinking
THE MOTIVE TO TRANSFORM: To survive in an
ever-changing environment, humans must be
masters of change. Our capacity to create images
and our ability to transcend the moment helps us
incarnate different roles, experience hidden values
of our personality and try on different characters
to see who we may really be. To adapt to new
situations we need to suspend ourselves and often
make others vanish. To deceive, outmanoeuvre,
manipulate and incorporate our environment we
use no lesser devices than imagination, projection,
transference, prediction, manoeuvring,
synchronicity and synergy.
Motive Main biological Possible Examples of Main psychological Main sociocultural
advantages / neurosystems cognitive operations states manifestations and
survival value involved reinforcers
Transform Mutation, Shifting systems, Foresight, Imagery, Fascination, Multiple casting of
Decoupling Fantasy/make- Amazement, Awe, life roles,
Synchronisation,
mechanisms, Symbol believe/as if Peak experiences, Multitasking,
Simulation of systems, Mirror thinking, Symbolic Projection, Multiple-reality of
scenarios neurons, Imaginary representation, Transference, everyday life,
Anticipation of the function Association, Disorientation, Suspension of reality
consequences of our Suggestion, Illusion, Entering & through technology,
actions Reversal, Diagnosis, participating in media, Replacement
Affect modulation, Imaged worlds, of the event and the
Pretending, Deception, object with images,
Transformation (set Manipulation, Pressure for short-
shifting, cognitive Seduction cuttings, Increasing
flexibility, reordering speed of change,
of information, Superstitions such a
breaking out of old as toasts, Mysticism
ways of thinking)
THE MOTIVE TO DESTROY: We only grow by
negating what exists already. When
reacting to sameness, to the standardised,
to the given, humans refuse to accept
anything less than that which they deserve.
Self-destruction is life gone wrong, life not
lived. We seek to integrate small doses of
death into ourselves, so that its image is
rendered trivial, while integrating small
doses of life so that we are not
overwhelmed by its ecstasy. Consuming
ourselves we make the most of our life.
From destruction we emerge renewed, from
nothing we leap forward.
Motive Main biological Possible Examples of Main psychological Main sociocultural
advantages / neurosystems cognitive operations states manifestations and
survival value involved reinforcers
Destroy Elimination of Aggression system, Aggression, Fear, Phobia, Anger, Counterculture,
threats through Panic systems, Compulsively Rage, Pain, Wars, Defiance,
violence, Escaping Emergency systems focused attention, Obsession, Fixation, Movements,
from dangers, Incorporation, Predatory feelings, Subcultures,
Narrowing down Distraction, Frustration, Terrorism,
thought, Integration Disregard, Agitation, Vandalism,
of conflicts & Negligence, Disturbance, Horror, Criminality, Waste,
resources, Rejection Feeling of Love for danger
Preparation of vital disequilibration,
deceleration, Decay, Perversion,
Enablement of Malevolence, Self-
creation punishment,
Incapacity to live,
Submission
THE MOTIVE TO CREATE. The mind does not
passively receive information; it is engaged in its
creation, it has a point of view. To exist, we need
our life choices to be justified, so that our life
adds up. We are, primarily, the construction of
our narratives. Through the choices we make
and the stories we tell ourselves and others we
create and maintain our self, we express our
personality. We feel our life by composing it, we
live through moments that have content, we
recreate life on a daily basis. Being ourselves is
intrinsically rewarding. Participating in the
mechanism of destruction and innovation, we
continuously fight decomposition by composing
life. Through creation, we attempt to impose our
subjective self on our environment, to exist, and
leave our imprint on the world.
Motive Main biological Possible Examples of Main psychological Main sociocultural
advantages / neurosystems cognitive operations states manifestations and
survival value involved reinforcers
Create Construction of self, All the systems in Intuition, Inspiration, Self-consciousness, Culture, art,
neocortex working in Individuation, Articulation of self- Creativity,
Claiming
various combinatory Discrimination, identity, Need to be Continuous self-
individuality,
ways to harness the Depiction, Ideation, oneself, invention, Aesthetic
Finding solutions, entirety of the mind, Integration of Individualisation, rules, Identification,
Leveraging brain and Insula, Anterior knowledge in new Singularisation, Domestication,
body systems cingulate, Von ways, Apperception, Subjectivity imposed Story-telling,
Economo neurons Tendency to practice on the environment, Languages and codes
system with alternative Creation of reality,
solutions, Problem Conception and
solving, Expression (Cross) fertilisation,
of emotional states Gut-sense, Search for
and themes, meaningfulness
Interpretation
THE MOTIVE TO GROW: Life is growth. Humans
grow through goals. As we reach one objective,
we surge towards the next greater one. Difficult
tasks are inherently pleasurable because they
make us perform at peak capacity and contribute
to the evolution of the species. By being active we
give intensity to the moment, we live more. Every
victory, no matter how small, reassures us that we
can still overcome obstacles, push ourselves to any
extremes in pursuit of our goals. Nothing is given
to any of us. Each one of us must earn his/her
place in the world, his/her life. The lower our self-
esteem, the greater the need for external proofs
of our existence.
Motive Main biological Possible Examples of Main psychological Main sociocultural
advantages / neurosystems cognitive operations states manifestations and
survival value involved reinforcers
Grow Will to act & be, Aggression system, Task persistence, Intension to win & Achievement,
Perseverance, Rage System, Goal- Determination, augment the self, Success,
Evolution via seeking system Resolution, Goal Need for personal Competition,
difficult tasks, orientation, development, Self- Ownership (to prove
Spread of successful Constancy, Attention, esteem, Recognition, oneself), Progress,
genes, Access to Observance, Admiration, Pride, Greatness,
resources Deciding, Confidence Capitalism, Duties
Acquisition,
Pursuance, Hunt
THE MOTIVE TO CONTROL: We become human
only by controlling our impulses and instincts,
abolishing animality. Reducing everything to
human proportions, using the measures of our
own invention, we create order around us to
comfortably locate ourselves in the world. The
self itself emerged in order to direct
consciousness. Our self needs integration. To
survive, we need a frame of orientation, a well-
structured, hierarchical world. We are born with
a structure that culture reinforces. We come into
this world with a drive to manage. Through
order and control, we manage accidentalness,
entropy, physical deterioration and decay.
Motive Main biological Possible Examples of Main psychological Main sociocultural
advantages / neurosystems cognitive operations states manifestations and
survival value involved reinforcers
Control Integration of the Computational Reasoning, Organisation, Civilisation, Justice
organism, Direction systems, Executive Causality, Judgment, (control of society),
Rationalisation, Be a
of the self and systems of Categorisation, Measurement, Time,
role model, Be in
guidance of reason, neocortex, Self- Order, Justice
Typification, command,
Enablement of the monitoring System, (control of society)
Ascription, Discipline, Respect,
intellect, Hold of Conflict resolution Institutions,
Coordination, Conformity
resources and planning process Organisation,
Officiating, Management,
Emotional
Norms, Rules,
regulation, Cognitive
Measurement,
integration,
Bureaucracy,
Appraisal,
Corporations,
Evaluation,
Imperialism,
Modelling,
Distinction,
Influence,
Privileges
Prioritisation
THE MOTIVE TO CONNECT: In both new-
born animals and humans, rejection
means death. We are social even before
we recognise our own self. Facing
dangers together we abolish our
individual weaknesses. Loneliness,
rejection and betrayal literally hurt. In
contrast, when we are with fellow
humans we feel comforted and normal.
Heterogeneity is destabilising. Merging
into the crowd we empty ourselves of
certain aspects of our character. That we
are all the same is comforting. In
forgetting the uncertainty of individual
life we open to infinity, feeling
connected to the world and the species
which are immortal.
Motive Main biological Possible Examples of Main Main sociocultural
advantages / neurosystems cognitive psychological manifestations and
survival value involved operations states reinforcers
Connect Effacing ones Social engagement Groupthink, Belonging, Sharing, Society, Equality,
personal systems, Mirror Interpersonal Effacing oneself in Human Rights,
weaknesses, cells, Attunement schema/Self-other a vague majority, Gossiping,
Process representation, Reciprocity, Normality,
Facing dangers
Capacity to trust Sameness, Neutrality,
together, Facing
others, Friendship,
aloneness, Justice (equality)
Communication, Brotherhood,
Normalisation of Linguistic process, Ordinariness
selection, Identification,
Sacrificing part of Immediacy
personality to
mingle with
environment
THE MOTIVE TO DESIRE. Desire is pulse, vital
energy that calls us to continue to exist, to
enjoy the possible. Nature rewards all
biologically essential activities with pleasure.
Pleasure tells us what to do, it helps us optimise
our decisions, rank urgencies, redress
physiological imbalance. Passions are attempts
to step out of ourselves. Love, itself, is the
desire for wholeness. When loved, we feel
unique, special, we fully experience our
subjective existence. In love we search to
perpetuate ourselves. In our lover we love the
world.
Motive Main biological Possible Examples of Main Main sociocultural
advantages / neurosystems cognitive psychological manifestations and
survival value involved operations states reinforcers
Desire Procreation, Hedonic circuits, Selection of action, Sensuousness, Hedonistic culture,
Ranking urgencies, (probably the Conditioned Sexuality, Lust, Marriage, Coupling,
focusing behaviour subcortical reinforcement, Take pleasure, Passions, Sexual
on useful ends, substrates of Emotional Feel wanted & norms
Optimising nucleus accumbens, responsiveness, special, Fall in love,
behaviour and ventral Working memory, Experiencing
decisions, Overall pallidum in Attraction, intimacy,
function interaction with Attention, Problem Seek self-
monitoring, cortical structures), solving, Goal acceptance, Seek
Motivation and Opioid and reward selection, wholeness
learning what is systems, Social Infatuation, Positive
good, engagement regard &
Propulsion through systems, Love commitment, Care,
desire, system (probably Immediacy,
Redressing cingulate gyrus) Positively biased
physiological thinking
imbalance
THE MOTIVE TO CARE. Life is based on symbiosis.
As we constantly are, or feel, under attack from
unseen aggressions, there is a constant need to
physically and emotionally protect ourselves, and
others, from outside threats. We grow through
giving: The more we give, the more we receive. By
our nature, not to give when we know we are not
taken advantage of is painful. In giving the best of
ourselves to others, we go beyond our subjective
life and feel our existence. In focusing on taking
care of others, we mask our own needs and
bypass our own inadequacies. By taking care of
others we take care of ourselves.
Motive Main biological Possible Examples of Main Main sociocultural
advantages / neurosystems cognitive psychological manifestations and
survival value involved operations states reinforcers
Care Saving what is Care systems Empathy Feeling useful & Having children,
useful, Growing (expression of benevolent, Altruism,
offspring, Serving concern for and Nurturing Compassion,
community, caring about behaviour, Maintaining, Saving
Providing lifelong others), Care, Defensive
resilience Excogitation behaviour,
Selflessness,
Intense pleasure
helping others
including children
THE MOTIVE TO BALANCE. To survive means to
continuously monitor, understand and harmonise
the internal and external environment. Knowledge
is a prerequisite for balance. However, although
knowledge brings power and security, it is also
fallible. To manage knowledge and reason and to
balance the different dimensions of our human
nature we need wisdom. In understanding the
various qualities of human nature we enable
ourselves to surpass it.
Motive Main biological Possible Examples of Main Main sociocultural
advantages / neurosystems cognitive psychological manifestations and
survival value involved operations states reinforcers
Balance Construction of an Information Cerebration, Increased sense of Rewarding
adequate self, processing system, Knowing, inner unity & expertise,
Balancing the Learning and Representation, coherence, Education, Science
different parts of memory systems Awareness, Harmonisation of
our nature, Eclecticism, the various aspects
Harmonisation of Convergent of personality and
the self with the thinking, life, Understanding,
world, Apprehension, Building agreement
Orientation of the Master and with our
self, Guiding integrate knowledge environment,
reason base, Synthesising, Moderation,
Insight, Gnosis, Prudence,
Doublethink Prevention, Wisdom
THE WHEEL OF EVOLUTION:
Our whole civilisation,
social institutions, belief
systems, various cultures,
great human values and
the way we behave at
every moment are all
products of our
fundamental human
motives. They are all
attempts to fight
degeneration and to
elevate life, becoming
themselves, in their turn,
adaptive mechanisms.
Having captured, for the first time,
our fundamental human motives at
the deepest levels of their
deployment, all the way from their
biological value to the
neurosystems they engage in our
brain, to the cognitive operations
and psychological states they
activate, to the major social
reinforcers they cause and to the
rich hierarchy of inherent concepts
they infuse into our everyday life,
BRAND AVIATORS helps
marketers develop Intrinsically
Engaging Narratives
BRAND AVIATORS helps marketers
develop brands with a solid inner
architecture deeply rooted in the
fundamental human motives and
Intrinsically Engaging Narratives,
based on a three-phase methodology
Phase 1: Map the territory
The first phase of the methodology deconstructs
the fundamental human motives driving the
sales and profit of the category, establishes the
relevant psychographic territories and reveals
the way that the brands are mapped in
peoples mind
Every element of the surrounding
environment takes its place in the
reality created by the human mind.
Everything around us must make
sense according to its structures.
To effectively sell our goods we have to understand the position they
hold in the fundamental order native to us. It is not their functional
utility but the psychic states they create that constitute their essence.
Phase 2: Give soul to your brand
To be authentic and engaging, narratives must always be sourced from
the core of the brand. The second phase captures the core of the brand,
and mobilises its genuine codes in order to satisfy our common
motivations relative to the category.
Our fundamental human motives are like
bare patterns in any language. Successful
brands infuse the pattern, fertilising the basic
forms, in a unique and profoundly human
way, enabling us to experience deep
patterns that make us feel most alive.
What makes concepts and
goods alive is the fact that
they follow our thought
patterns. In thinking of them
and consuming them these
life forces are released,
making us sense our own
aliveness.
It is a process which
allows the life patterns
inside a person to flourish
Successful brands are
alive: we identify with
them and we make
them integral parts of
our life because the
language they use is
alive it is based on
life-affirming
dispositions and is
shared by all of us
Incorporating life,
concepts become
themselves organic
ideas with instant
appeal
Phase 3: Enrich peoples lives
Powerful strategies require effective articulation
In this third phase, the
consumer proposition is
translated into ownable
experiences that make
us feel most alive
Everything around us that
stands the test of time, such
as the great myths, has
been written using our
primary emotions as
structural elements to
appeal to everyone
Through talking the
language of ingrained
concepts, our original
human language,
narratives obtain
timeless substance
As we prefer brands that
favour the expression of
our personality in the
clearest and deepest
way, successful brands
follow the path of least
resistance to our brain to
help us narrate the
master stories of our life
Using the same code
developed by our mind to
reflect its own hierarchies
of meaning onto everything
around us, the unique
language of the brand can
arise. It is a dialect of the
source language of our
behaviour which allows
people to write the story of
their own hopes and
dreams onto the brand,
collectively participating in
the production of its
narrative.
By giving people back the values by
which they experience life, the system
of values in society is attuned to the
coherent structure of our psyche. As a
result, individuals and society as a
whole become more fully human.
There is a direct correlation
between our fundamental
human motives and the
level of sales and profit
The leading brands of the future will be
those whose propositions come closest
to matching the inherent concepts of
our mind. Our fundamental human
motives will be captured more and
more precisely. It is the inevitable
journey of humanity to understanding
itself and securing its future.
Diachronic research clearly
shows that the brands leading
their sector at any point in time
are the ones that most finely
satisfy the fundamental human
motives linked to their category
Motivation is the main driving force behind all human behaviour.
By founding brand strategy on our fundamental human motives,
and by embedding Intrinsically Engaging Narratives the brand
can connect with people at the most profound human level.
Nothing fuels
creativity more than
understanding and
mobilising our
fundamental motives
and the rich
hierarchy of inherent
concepts they infuse
into our everyday life
The efficiency of communication budgets is maximised when
the authentic codes of the brand match the deepest motives
which drive sales and profit in the category. Nowadays, we
have no excuse for saying that we waste half of our
advertising budget but we dont know which half.
Above all, by founding brand
strategy on our fundamental
human motives, and by embedding
Intrinsically Engaging Narratives
the brand becomes deeply
humanistic in that it offers holistic,
universal experiences that no
longer simply satisfy some
individual needs but the needs of
the species
Ask here for your FREE CATEGORY MAP, which deconstructs the motives underpinning our
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