We are more similar than different

Constantinos Pantidos

Brands are powerful containers of meaning that help people write the stories they need in order to survive. We live through our narratives, we are literally our own theories: if our theories are fulfilled, we grow and thrive. If they remain unfulfilled, our capacity to fully live is undermined. Our everyday actions are far from being trivial. With each what we are ultimately seeking is to maximise life. The roots of our behaviour are closely linked to our fundamental motives, evolutionarily preserved guiding principles that help us reach out into the world in certain ways and live more fully as humans.

To help clients build brands that deeply engage people at a profound human level, I had to make a leap from just analysing statistics to understanding what is profound in human nature, from chasing trends to discovering what transcends time, from buzzwords to what is archetypal, from what divides and segments us to what joins us as a species.

All of us come with certain profound needs that strive, by their nature and by necessity, towards satisfaction. On a deep human level, we are more similar than we are different. As our fundamental motives are intrinsically gratifying life-boosting forces, the very basis of our humanity, instilling meaning into our lives, they constitute the deepest and the most direct drivers of our behaviour. What profoundly engages us always fulfils some fundamental motive. There is a direct correlation between our fundamental human motives, and the level of sales and profit. But most of all, by tapping into them marketers help people express their universal values, the highest and noblest human qualities.

Human social evolution has been based on superficial divisions and invented boundaries. The creation of nations, religions and other institutions promotes a view of the world in which people are essentially different. This view has permeated scholarship, literature and even marketing. In truth, differences, although interesting, are more superficial than we believe. Our basic longings and fundamental desires, our elemental yearnings, are universal.

Our research shows that artificial segmentations based on personality differences and technical boundaries offer weak foundations on which to build marketing strategies. To deeply engage people, a brand must primarily have a solid inner architecture deeply rooted in the fundamentals of what it is to be human. Helping us articulate the master narratives of our life, allowing us to write our narrative on the primary emotions, the roots of human communication, helping us to enrich life, brands founded on human universals re-humanise marketing. By fulfilling our fundamental human motives, the brand becomes deeply humanistic in that it offers holistic, universal experiences that no longer satisfy certain individual needs but the needs of humankind.

Giving back to people the values by which they experience life, the system of values in society is attuned to the coherent structure of our psyche, individuals and society as a whole become more fully human. Life is the exuberant everyday juggling of our universal forces, and people grant leadership to brands, governments, and institutions that help them balance the various aspects of their personality, structuring their being. This blog will provide profound human insight and tools that enable marketers build brands through intrinsically engaging propositions recognised by the mind as evolving parts of human experience.

Please subscribe to our blog and help us spread the word. You can also ask for your free category map depicting the fundamental human motives underpinning our buying behaviour related to specific major universal categories of goods we consume every day, and the way major global brands are strategically positioned in the communication space of these categories. My name is Constantinos Pantidos and you can reach me by writing to c.pantidos@brandaviators.com.

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