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The 13 Principles_of_Evolutionary_Marketing

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This document presents an innovative way of brand building impacting the very mechanisms of meaning creation in the psychological and neuro-physiological interface that guide brand choice.

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The 13 Principles_of_Evolutionary_Marketing

  1. 1. The 13 principles of Evolutionary Marketing™ By Dr. Constantinos Pantidos
  2. 2. 1. Quantification of motives 2. Impact on meaning creation in the psychological and neurophysiological interface creating strong predispositions that guide brand choice Evolutionary Marketing™
  3. 3. 3 Principle No. 1 Every product / service category is driven by fundamental neurobiological motives that imbue brand choice with meaning.
  4. 4. 4 Principle No. 2 Meaning is created in the psychological and neurophysiological interface creating strong predispositions that guide brand choice.
  5. 5. 5 Principle No. 3 By activating the deepest neurobiological motives driving the category, a brand becomes a meaningful choice, boosting profitability.
  6. 6. The pathways of human behavior Biological Need Brain & Body Systems Cognitive Operations Psychological States Human Morality Behavior Rewards Engagement * THE PATHWAYS OF HUMAN BEHAVIOUR: C. Pantidos, Living Brands: How Biology and Neuroscience Shape Consumer Behaviour and Brand Desirability, Lid Publishing, London, 2018, page 10 6 Principle No. 4 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.
  7. 7. Principle No. 5 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. * THE WHEEL OF MOTIVES™: C. Pantidos, Living Brands: How Biology and Neuroscience Shape Consumer Behaviour and Brand Desirability, Lid Publishing, London, 2018, back cover.
  8. 8. Principle No. 6 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.
  9. 9. THE WHEEL OF MOTIVES™ * THE WHEEL OF MOTIVES™: C. Pantidos, Living Brands: How Biology and Neuroscience Shape Consumer Behaviour and Brand Desirability, Lid Publishing, London, 2018, page 391 Principle No. 7 The fascination of our brain with everything around us, as well as all human values, and hierarchies of concepts can be explained neurobiologically.
  10. 10. Principle No. 8 Our fundamental human motives are like bare patterns in any language. An average brand may gain some transitory attractiveness through creative marketing. Leading brands infuse the pattern, fertilizing the basic forms, in their own unique way.
  11. 11. Principle No. 9 Current models for shaping brand strategy stop at emotions, ignoring the way they arise and the origins of our behavior that explain “why” consumers are drawn to certain categories and brands.
  12. 12. Principle No. 10 Evolutionary Marketing™ captures our fundamental human motives at the deepest levels of their deployment, from their biological value to the neurosystems they engage in our brain; the cognitive operations and psychological states they activate; the major social reinforcers they cause; to the rich hierarchy of inherent concepts they infuse into our everyday life.
  13. 13. Principle No. 11 Motives are the key concept in understanding human behavior. Our fundamental human motives constitute the most direct, universal, persistent and strongest predictors of human behavior.
  14. 14. Principle No. 12 What we call concepts are neural structures that allow us to order and categorize all stimuli around us. They represent the paths of least resistance to our brain.
  15. 15. Principle No. 13 Powerful concepts stem from our fundamental human motives and their profound interrelationships, reflecting the way the systems in our brain cooperate with each other to produce biological value.
  16. 16. C. Develop brand’s neuro- language A. Quantify the deepest neurobiological motives of the category B. Quantify the deepest neurobiological motives of the brand Evolutionary Marketing™ helps marketers ignite the mechanisms which produce the emotions, needs and wants in the category. * EVOLUTIONARY MARKETING TOOLKIT: C. Pantidos, Living Brands: How Biology and Neuroscience Shape Consumer Behaviour and Brand Desirability, Lid Publishing, London, 2018, page 418
  17. 17. Brand Building now • Brand positioning stops at emotions • Misaligned executions along the 360+ spectrum • Psychological models confuse emotions with social by-products, brain process and motives • Commoditization, clutter, dissonance • Neurobiology is used tactically i.e. for eye tracking, facial coding etc. Evolutionary Brand Building • Brand positioning contains quantifiable neurobiological motives that trigger emotions, needs and wants through meaning creation in the psychological and neurobiological interface underdetermining brand choice • Science is not restricted to strategy definition but embraces all executions integrating the narratives at all touchpoints: nothing is lost in translation. • The 12 irreducible, ineradicable parts of human nature whose function culminates in human life, are captured scientifically at their deepest layers of development leading to relevant, highly attuned, accurate brand propositions and executions with their impact on the brain • Brands are able to influence the sequence of mechanisms through which emotions are created becoming unstoppable • Neurobiology is introduced right into the heart of brand strategy
  18. 18. Some of the companies which have leveraged Evolutionary Marketing™ to make their brands unstoppable
  19. 19. For more information: https://amzn.to/2qfbYtf www.brandaviators.com

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