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“I have had the pleasure to define globally the personality of the Hero brand, following the “Wheel of Motives” model developed by BRAND AVIATORS. This process has totally exceeded our expectations, due to the depth of the insights given, but also the scope of the work done: BRAND AVIATORS truly took the defined personality and gave us a clear direction for implementation in every single touchpoint of the brand, from internal to external activation, from product or packaging related topics to content and stories development! The work has been so great that the process has been repeated already in 3 other brands of the Hero Group. Very insightful and fulfilling experience that I would recommend to anyone.
BRAND AVIATORS, I thank you for your support and guidance in our brand transformation journey!”
Sandra Echecopar, Director Brand Management
The Hero Group Headquarters, Switzerland
who we are
•We are a small, highly specialized team of academics, experts in neurobiology, analytics and brand science.
•We are based in London but work across the globe.
•We only take on missions that we can give the full attention of our A-team; there is no B-team.
why to choose us
- We use the first integrated tool for unlocking consumer behaviour driven by biology and affective neuroscience
- Founded on 11 years of academic research
- Built on analysis of 200 categories of consumer goods and services
- Applicable across industries
- Successfully applied by companies such as Coca-Cola, Unilever, Heineken, Philip Morris, L'Oréal, J&J, Lilly and Hyundai
- Faster: we will complete your brand mission within 3 months
- Less expensive: affordable even for smaller brands with smaller budgets
- More scientifically accurate: based on neurobiology not psychology
when to choose us
- To define more sharply your brands and propel the efficiency of your marketing efforts
- To stand out in an era of fragmentation
- To identify white space opportunities even in over-saturated markets
- To scientifically choose the right words & fonts, scents & flavours, colours & sounds, shapes & materials
We transfer brands into neural spaces where competition cannot follow.
Brands try to emotionally engage consumers. But if people feel these emotions are inauthentic, campaigns and brands fail. Emotions cannot be contrived. Emotions can only be naturally triggered. Our brain is trained to spot discrepancies. People always sense the authenticity of the message. Consumers unconsciously understand what the brand stands for, although they can rarely articulate it effectively. Products and messages that come from the guts of the brand outsell the competition. Our brain ignores messages that do not derive from the heart of the brand.
Meaning is generated in the psychological and neurophysiological interface, creating strong predispositions that guide brand choice. Underlying all human behaviour and brand choices are forces that helped us survive and thrive. The more fully we satisfy them the more fully we live. Brands that offer universal experiences satisfy not just individual needs, but the fundamental needs of the species.
Create seminal positioning ideas
BRAND AVIATORS have developed the first integrated tool for unlocking consumer behaviour driven by biology and affective neuroscience. This tool helps marketers to develop seminal ideas for brand positioning, communication & creative development that activate the inherent concepts in our mind, impacting on the way emotions and habits are formed.
It has been leveraged by such companies as Coca Cola, Unilever, Heineken, Philip Morris, L'Oréal, J&J, Lilly and Hyundai to boost their brands in a variety of situations. As abundant and varied as our emotions are, they all stem from 12 Fundamental Human Motives triggered by equivalent systems and operations in our brain.
Successful brands follow the path of least resistance to our brain: they release a rich hierarchy of ingrained concepts from which all acquired concepts derive.
Follow the neurobiological origins of concepts and the tracks our mind uses to create reality and come up with seminal ideas for brand positioning, communication and creative development.
Use our tools and methodologies to:
1. Capture and quantify the deepest human motives driving sales and profit in the category
2. Decode the meaning systems competitor brands use within the communication space of the category
3. Decrypt the essence of your brand and imprint it onto the inherent concepts of mind
Follow the neurobiological origins of concepts and the tracks our mind uses to create reality and see your brand fly.
Increase brand profitability and desirability
What we call concepts are neural structures that allow us to order and categorise all stimuli around us. Concepts act as magnets only if our mind finds them to be of value in our own personal endeavors towards self-organization, towards living out the vital parts of our human nature. We derive the maximum value from narratives that are automatically identifiable and viscerally classifiable as evolving parts of our human experience. Concepts that transcent cultures are time are inherent brain concepts.
As they are inherently gratifying, nature’s incentives for living are spontaneously pursued for their own sake, constituting the most engaging guides to behaviour. Founding their strategy on the forces that have helped us survive, brands engrave their own deep and ineradicable pathways on our brain. Their manifestations become organic ideas with instant appeal. They are so effective because they are directly sourced from our innate needs they are capable of triggering typically innate behaviour patterns. 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 brands we worked with to apply the methodology described in this book have outperformed their markets by 28.1% in terms of profit in the five years following our colaboration.