WHAT

MAKES
ALCOHOLIC
DRINKS
We do not just buy alcoholic
drinks. By integrating intrinsic
functionality with predefined
meaning we create and express
the master narratives of our lives.
We derive the maximum
value from narratives that
are automatically identifiable
and viscerally classifiable as
evolving parts of our human
experience
What deeply engages
us always fulfils some
fundamental motive,
the evolutionarily-
preserved dispositions
that have helped us
survive and grow
Concepts are neural
structures that allow us
to order and categorise
all stimuli around us
Our psyche consists of a code. We are an ordered
pattern of fundamental motives capable of generating
life.
Successful brands
coherently
express the very
patterns of our
psyche
Using, for the first time, a
multidisciplinary approach,
including brand
communication decoding,
motivational research,
psychology, affective
neuroscience, cognitive
linguistics, cultural
anthropology, sociology,
philosophy and their
proprietary tools, BRAND
AVIATORS has studied the
motives underpinning buying
behaviour in over 70 global
Beneath all the phantasmagoria of global
marketing communication, lies order and
rhythm, the source code of our human
behaviour
What follows next is a brief analysis of the
deep motives for buying alcoholic drinks.
They are presented in order of increasing
relative importance in line with their power
to influence our buying decisions. The
further we read, the stronger the
associations they build in our mind, the
more powerful their influence on the sales
and profit in the alcoholic beverages
category. *
* A book will shortly be published, extensively analysing the
motives underpinning 33 categories of everyday consumer
goods and our fundamental human motives. It puts forward
the most integrated platform for engaging people to date.
EXPRESSION: On an initial
layer of motivation, by
transforming the givens of
ordinary perception
alcohol helps us create and
express our character. It
forces us to experience our
individual nature if not to
impose it on others. As we feel
that we exist only if our
subjectivity acts on our
environment, ascribing plastic
powers to alcohol has been
used as an excellent alibi to
consume the product.
DISTINCTION: On a deeper
layer, by embedding the
capacity of alcohol to proclaim
rank and measure superiority,
some of the most successful
brands have become markers of
social class. Reaching essence is
keeping a distance from the
unnecessary. Elegant, gentle
and aristocratic, some alcoholic
drinks contain the power of
luxury, elegance, glamour and
sovereign austerity.
INTELLECTUALITY: More
significantly, alcohol is though to
cultivate spirituality. Altered states of
consciousness help us perceive
aspects of our character hidden from
us. Alcoholic drinks are complex,
sophisticated products, which take
time to mature and should be
consumed with prudence. Thus, by
consuming alcohol we can express our
expertise and balanced way of life.
SENSUALITY: Alcohol incites
passions. It is a kind of food
and enters through the mouth
which senses all of its sensual
qualities (aroma, body,
texture). Its burning impact in
our body is immediate. By
reducing inhibition it helps us
experience our body as
graceful animals.
ESCAPE: On an even more
profound level, alcohol has the
capacity to satisfy our motive to
seek thrills, to test boundaries to
experience adventure. Enabling
us to exceed the bounds imposed
by ruthless reasoning, alcohol
liberates the spirit.
CONVIVIALITY: What makes us
consume alcohol is its amplifying,
inclusive and companionable nature.
Alcohol allows communication among
those whom sobriety divides, makes
friendships deeper. In the union
produced by alcohol our souls are
joined.
JUBILANCE: Incorporating the
cheerful essence of alcohol in
their narratives, some brands
claim the capacity of alcohol to
act as our most common mood
brightener as their own
territory. There is no feast
without alcohol. Apart from
making celebrations brighter,
the beverage of vitality lifts the
spirits, fosters craziness, fun and
carelessness. With some water
of life, people and life seem less
dry and boring.
REASSURANCE: Proceeding into a
yet more profound layer of
motivation, alcohol produces
sedation and well-being cultivating
a sense of safety. It dampens fear
and it comforts us. Alcohol makes
us happy, and consoles us when
we are abysmally sad. As a
purgatory fire that makes all of
our actions clean, a drink
represents the quickest road to
oblivion. Alcohol makes us children
again. We experience its warmth in
the whole person as blissfulness.
DISRUPTION: A deeper motive for
consuming alcohol is its capacity
for destruction, devastation,
catastrophe, its havoc creating
quality. Alcohol is a toxin. It
represents an outlet of the more or
less unconscious effort to find a
survival space. Drinking is a form of
rebellion against too much discipline
and rationality. Destroying the world
that punishes us, that is destroying
ourselves, is one of the strategies
we use to rid ourselves of the
burden of anxiety.
EMPOWERMENT: Alcohol lessens
inhibitions and increases
confidence. A potent
psychological stimulant, alcohol
does not simply stimulate our
mental potentialities, it creates
these potentialities. It helps us
exit indetermination and see
ourselves as heroes who manage
their audacity. If properly used,
alcohol can help us face our
problems, probably for the first
time, instead of escaping them. In
ascribing to drink the quality of
toughness, drink makes us by
association feel tough,
TRANSMUTATION: On the
innermost layer of human
motivation, alcohol satisfies our
innate need to experience altered
states of consciousness. Alcohol-
induced changes are instant
and deep. Reality recedes. A deep
modification happens from inside
out. Alcohol heals wounds and
illnesses, sharpens spirits, alters
lives; it transforms a sad man into
a happy man; a meek man into a
belligerent one. Alcohol is capable
of shifting circumstances, inverting
situations, reversing states and
suspending reason.
This map
illustrates the
way some major
alcoholic drinks
brands are
positioned in the
consumers
mind
Deep category
understanding is just the
first step in creating
engaging narratives. To
build a proposition that is
deeply engaging, the brand
must germinate the bare
motives that drive the
category in a unique and
profoundly human way.
Having captured, for the first
time, our fundamental human
motives at the deepest levels of
their deployment, all the way
from:
their biological value
to the neurosystems they
engage
to the cognitive operations and
psychological states they
activate
to the major social reinforcers
they cause and
to the rich hierarchy of inherent
concepts they infuse into our
everyday life,
BRAND AVIATORS helps
Based on in-depth research and practical implementation, BRAND
AVIATORS helps marketers develop brands with a solid inner
architecture deeply rooted in the fundamental human motives,
using a three-phase methodology
Phase 1: Map the
territory
The first phase of the methodology
deconstructs the fundamental human
motivesdriving the sales and profit of the
category, establishes the relevant
psychographic territories and reveals the
way that the brands are mapped in
peoples mind
Phase 2: Give soul to
your brand
To be authentic and engaging,
narratives must always be sourced
from the core of the brand. The
second phase captures the core of the
brand, and mobilises its genuine
codes in order to satisfy our common
motivations relative to the category.
Phase 3: Enrich peoples lives
Powerful strategies require effective articulation. In this third
phase, the consumer proposition is translated into ownable
experiences written in the language that uses our primary
emotions as structural elements.
There is a direct
correlation between our
fundamental human
motives and the level of
sales and profit
Nothing fuels creativity
more than
understanding and
mobilising our
fundamental motives
and the rich hierarchy of
inherent concepts they
infuse into our everyday
life
The efficiency of communication budgets is
maximised when the authentic codes of the
brand match the deepest motives which drive
sales and profit in the category. Nowadays, we
have no excuse for saying that we waste half
of our advertising budget but we dont know
which half.
Above all, by founding brand
strategy on our fundamental human
motives, and by embedding
Intrinsically Engaging Narratives
the brand becomes deeply
humanistic in that it offers holistic,
universal experiences that no longer
simply satisfy some individual needs
but the needs of the species
We are trusted by some of the worlds leading
companies:
 Ask here for your FREE eBOOK The Intrinsically Engaging
Narratives Of Alcoholic Beverages to boost the sales and profit of your
brand:
http://www.brandaviators.com/ask-for-your-free-ebook