Brand strategy

The Wheel Of Motives™

Living brands

Successful brands are alive. They talk the language that is shared by everyone, our lingua franca, instantly identifiable and viscerally comprehensible. BRAND AVIATORS™ have decoded  this language and help clients around the world bring brands to life. 

While the models employed by most multinationals to shape brand strategy are based on traditional motivation theories and psychology, such as Jungian or Adlerian psychology, ignoring the contribution of modern sciences such as affective neuroscience and cognitive linguistics to understanding the architecture of our behaviour, planned by nature to guide us through the world, BRAND AVIATORS™ use a comprehensive model having an evolutionary foundation and a multidisciplinary approach enabling marketers to build consumer propositions that activate the very forces of life.

We dive into the meaning people derive from the category and the brand capturing the fundamental human motives which drive their sales and profit at their deepest level of deployment, all the way from their biological value to the neurosystems they engage in our brain; the cognitive operations and psychological states they activate; the major sociocultural reinforcers they cause; and the rich hierarchy of inherent concepts they infuse into our everyday life activating the most profound layers of human motivation. By activating the fundamental human motives, the brand liberates in us the very forces of life making us sense our own aliveness. 

The Wheel Of Motives™ offers considerable advantages over the brand strategy models currently used by multinational companies as it:

  • Captures the irreducible parts of human nature, the very forces of our life, and their rich hierarchies of inherent concepts in our mind to help build brands and concepts that feel alive as they germinate the bare patterns in our mind through their own unique codes
  • Goes 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
  • Helps translate brand strategy into executions with timeless substance and panhuman relevance, based on the profound code, the source code of our behaviour, the language our mind uses to create reality

Our approach is deployed in three-steps:

  1. psychographic landscaping of the category
  2. brand audit and possible brand (re)definition
  3. development of the unique language of the brand     

Engage BRAND AVIATORS™ if you are seeking to:

  • deeply engage people locally and across cultures
  • develop genuine concepts that work year after year after year
  • align all brand communications under one master idea
  • increase the ROI of all your brand's activities

psychographic landscaping