Taking Brands to Extraordinary™
desires

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From ancient fact comes an emergent branding method.

 

Behold: our 16 human desires.

It’s a new era with new rules. Brands must stun the senses, stir the heart—fill an existential void of sorts. In a time of uncertainty and dizzying industry change, our desires can align us (and great brands) to what’s true. As Nathan Hendricks explains:

It’s never been a more critical—or fruitful—time to speak desires.

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Desires in Action

From positioning to design, we use desires thinking to code brands with consumer truths. They move people emotionally—and they move the needle.

“For the brands paying attention, our desires
reveal a mother tongue that speaks to the gut.”

— NATHAN

Wheel of Fortune

With a focus on our human desires—and their correlating fears and intrinsic feelings—brands get a meaningful new spin.

16 hardwired desires

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

What do desires look and sound like?

A synthesis of motive, fear and pleasure leads to aesthetic codes for consumers.

Motive

Associated Fear

Intrinsic Feeling

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