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I have developed and applied with multinational clients the most integrated model to date for shaping brand strategy based on an evolutionary and neuroscientific approach. Current models employed by most multinationals to shape brand strategy are based on traditional motivation theories and psychology, such as Jungian or Adlerian psychology. My pioneering model The Wheel Of Motives™ assembles our fundamental human motives at the deepest levels of their 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 i...