BRAND AVIATORS have developed a pioneering methodology that has been leveraged by such companies as Unilever, Heineken, Philip Morris, L'Oréal, J&J and Lilly in a variety of situations from choosing the purpose of their brands and launching new ones, to formulating category vision, driving innovation and filtering campaigns, packaging, and all consumer touchpoints and from increasing prices without losing consumers to defending shares against the growth of private labels.
Successful brands make us feel alive because they are alive themselves: they embed our fundamental human motives, the evolutionarily preserved mechanisms that have helped us survive and thrive. Only what is essential and deep can survive the transmission from person to person that is the dominant communication dynamic of our era. Successful brands are personal at scale. The language they use is alive because it talks to each one of us personally, inviting the mind to recreate it over again. Profits are maximised when we no longer satisfy individual needs but the needs of the species.