This pioneering research redefines the way we see our markets. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity.
Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour. Summarising the results of our research, this presentation analyses the fundamental motives underpinning consumer behaviour and proposes a way to build brands that engage people at a profound human level.
Our fundamental human motives are like bare patterns in any language. Successful brands infuse the pattern, fertilising the basic forms, in a unique and profoundly human way, enabling people to experience deep patterns that make them feel alive.
Leading brands translate the essential natural properties of products or services into deeper layers of meaning, symbolic connotations, and emblematic narratives which express our fundamental human motives in a sufficiently consolidated, clear and distinct way. To effectively sell goods we have to go deeper than the surface motives of our buying behaviour in order to understand what they mean to people.
There is a direct correlation between our fundamental human motives, the most direct way to engage people, and the level of sales and profit.
The efficiency of communication budgets is maximized when the authentic codes of the brand germinate the deepest motives driving sales and profit in the category. Today we have no excuse for saying that “we waste half of our advertising budget but we don’t know which half”.
Above all, by satisfying the most fundamental of our human motives the brand becomes deeply humanistic in that it offers holistic, universal experiences that no longer satisfy some individual needs but the needs of the species.