Innovation | Branding | Customer Experience

Tap into
what’s
primal & powerful.

We help brands connect by aligning them with deep truths about human desire.

With the Reiss Model of Human Motivation, we analyze the 16 desires that color consumer preference and drive decision-making. And we make them work hard for your brand.

Bank on the truth.

Drawing on consumer data, we identify your audience’s guiding desires and fears, using both to define what your brand is for—and what it’s against.

Curious which desires best align with your brand? Get started with our free Primal Brand Canvas.

16hardwired
desires

Social Contact
Vengeance
Honor
Idealism
Physicality
Romance
Family
Order
Sustenance
Acceptance
Tranquility
Saving
Power
Curiosity
Independence
Prestige

The wheel of fortune.

Each desire is a synthesis of motive, fear and pleasure—giving way to verbal and visual codes that connect with consumers.

Explore All 16 Desires

Idealism

Motive

Desire to improve society

Associated Fear

Corruption

Intrinsic Feeling

Fairness and compassion

Move them to the core,
move the needle. center-left-box

With desires, you can get more out of the audience data and insights you have, giving way to experiences that resonate with them now—and compel them tomorrow.

Assess the intel you already have and leave with a winning strategy in our one-day, high-intensity Primal Desires Workshop.
Play Video

Our work with Desires is inspired by the theory of motivation from the late Dr. Steven Reiss, an Emeritus Professor of Psychology at The Ohio State University.

Continue exploring desires thinking in A Strategy Named Desire.

Or for a deeper dive into each of the 16 desires, read part one, part two, part three and part four.

Get LPK in Your Inbox

 

Brand Architecture

 

Downloading The Beauty of New Brand Creation

 

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

Innovation Platforms

 

Zero-to-Revenue Incubator

 

Desires Canvas

 

Desires Workshop

 

Foresight

 

Digital Insights

 

Adjacent Spaces Innovation

 

CPG Brand Workshops

 

Portfolio Strategy

 
Subscribe

    • Roadblocks to Innovation

     

    Trends with Benefits: 2021

     

    Experiment Canvas

     

    Online & In-Store Proto-Selling

     

    360˚ Innovation Assessment

     

    Digital Round Table: Harnessing Desires to Build Better Brands

     

    Digital Round Table: New Brands for Emerging Categories

     

    Glimpse Four Ways Forward

     

    The Life Beyond 2020 Digital Roundtables

     

    Digital Round Table: Evolving Your Heritage Brands

     

    We use cookies. By continuing we’ll assume you accept the terms of our privacy policy.