Brand strategy

The Wheel Of Motives™

Scientific Brand Strategy

Every product / service category is driven by fundamental neurobiological motives that imbue brand choice with meaning. Meaning is created in the psychological and neurophysiological interface creating strong predispositions that guide brand preference. By activating the deepest neurobiological motives driving the category, a brand becomes a meaningful choice, boosting profitability.

Underlying all behavior are evolutionarily preserved mechanisms that have helped us survive and become humans. Brain systems lead behavior down certain pathways that have proved to be of biological value.

 

THE PATHWAYS OF HUMAN BEHAVIOUR, Dr. Constantinos Pantidos:

Living Brands, How Biology & Neuroscience Shape Consumer Behaviour

& Brand Desirability, Lid Publishing, London 2018, page 10.

 

Our emotions reflect our neural experience. As abundant and varied as our emotions are, they all stem from 12 Fundamental Human Motives, the irreducible forces culminating in life.

In its search to integrate and make sense of everything in our environment, our brain forms configurations, groups with internal correspondences and structural equivalents that shape hierarchies of meaning and rhythms into a type of coherent language, the source code of our behavior. The fascination of our brain with everything around us, as well as all human values, and hierarchies of concepts can be explained neurobiologically.

THE WHEEL OF MOTIVES™,  Dr. Constantinos Pantidos:

Living Brands, How Biology & Neuroscience Shape Consumer Behaviour

& Brand Desirability, Lid Publishing, London 2018, page 391.

 

Our Fundamental Human Motives are like bare patterns in any language. An average brand may gain some transitory attractiveness through intuition, improvisation or luck. Successful brands infuse the patterns, fertilizing the basic forms, in a very particular way, according to their own genetic codes.

The Wheel Of Motives™  help us go beyond the chaotic world of emotions to reach back to their origins, the way they come into being, and the way they are experienced biologically and psychologically, thus establishing their hierarchies to build the deepest, most subtle, and most relevant narratives with instant appeal. It provides an understanding of the fundamental routes through which emotions arise bringing efficiency, clarity, order and predictability to our strategies. 

We use Evolutionary Marketing Toolkit, a simple, practical and effective tool to ignite the mechanisms that create brand preference:

EVOLUTIONARY MARKETING TOOLKIT™,  Dr. Constantinos Pantidos:

Living Brands, How Biology & Neuroscience Shape Consumer Behaviour

& Brand Desirability, Lid Publishing, London 2018, page 418.

Quantify category’s neurobiological motives