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.

1. The 13 principles of
Evolutionary Marketing™
By Dr. Constantinos Pantidos

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
Principle No. 1
Every product / service category is
driven by fundamental
neurobiological motives that imbue
brand choice with meaning.

4. 4
Principle No. 2
Meaning is created in the
psychological and
neurophysiological interface
creating strong predispositions that
guide brand choice.

5. 5
Principle No. 3
By activating the deepest
neurobiological motives driving
the category, a brand becomes a
meaningful choice, boosting
profitability.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Some of the companies which have leveraged
Evolutionary Marketing™ to make their brands unstoppable

19. For more information:
https://amzn.to/2qfbYtf
www.brandaviators.com