Desires | LPK

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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

Want more? That’s
the tip of the iceberg.

Get in touch to start a deeper conversation. Email hello@lpk.com.

Fashion’s Secret Formula

With cinematic splendor and overt pleasure plays, a luxury brand shows off the methodology.

Gluttons for Punishment

We’re knee-deep in what Nathan calls “psychic trash.” See how desires thinking is bringing back the beauty.

Heating Up: Desires in Product Design

What does the thermostat have to do with today’s consumer mindset? Most everything. Nathan puts the product through the desires filter.

Wanted: Brand Chiropractor

Mediocrity thrives on misalignment—of a brand’s equity, offer or consumer. But desires can put the pieces back in place.

Repeat Cravings

We know the mind wants order, and that’s why our Print & Pattern methodology is brand gold.

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.