WHAT MAKES

COFFEE SELL
We do not just buy coffee. 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
categories of goods including coffee
 Beneath all the
phantasmagoria of global
marketing communication, lies
order and rhythm, the source
code of our human behaviour
What follows is a brief analysis of
the deep motives for buying coffee.
The motives 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 coffee 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.
PROTECTION: On an initial layer
of motivation, having a cup of
coffee close to us, acts as a
protective agent, against the
hostile environment and
insidious enemies.
ORDER: Coffee helps define time,
structure and measure the rhythms of
everyday life, through well-defined
rituals. Punctuating our daily life coffee
helps us order our day. Coffee enables
us to organise our thoughts. In our
collective imagination, coffee improves
the decision making process. Aligning
stress-relax levels with the demands of
the moment we feel in control of any
situation. Since control and ranking are
interconnected, today as always,
quality coffee is considered a privilege
and a great indulgence.
ESCAPE & EXPLORATION: More
significantly, what motivates us
to buy coffee is its capacity to
prompt our mind to roam freely.
Its exotic origins and huge
variety reinforces our sense of
discovery and helps us make a
break from alienating routine.
SOPHISTICATION: On a
deeper level, incorporating
the capacity of coffee to
help us stop and think,
some of the most
successful brands of coffee
mark its meditative
essence as their own
territory
ALIVENESS: A deeper motive for why
we buy coffee is its psychotropic mood
elevators, which create a sense of
exhilaration. Coffee is sharp and bright.
ART DE VIVRE: By
incorporating the
capacity of coffee to
encourage intellectual
activity appropriate for
creation some of the
most successful brands
claim the expressive
essence of coffee as
their own
SENSUALITY: The voluptuous
bean offers us a rich hedonistic
experience. Intrinsically aromatic,
tactile, hot and creamy, coffee
satisfies like no other beverage.
TRANSFORMATION: Coffee has
the capacity to modify our
mood and enhance the realm
of illusion. It is a small, daily
repeated miracle, often several
times a day. We feel dizzy and
moody before the first morning
cup but from the very first sip
the mind immediately begins to
function. With the second sip
we become another person.
SUBVERSION: Caffeine is
the most widely taken
psychoactive drug on earth.
We unconsciously think that
coffee is harmful and we
like this. Throughout its
history, coffee has been
associated with rebellion
against authority.
SECURITY: Coffees deep comforting
feeling sends the message that
there is hope and more to come,
that at some time in the future, we
wont have to work but rather will
be on perpetual holiday.
Coffee is continual rebirth and renewal,
the symbol of hope and youth. Each
day we recreate ourselves.
EMPOWERMENT: Coffee is
intrinsically strong and
substantial. It has viscosity and
weight. Its taste is bold and
robust. Aiding us in our
industriousness and being a
stimulus to greater effort, coffee
ends up being our fuel: Coffee
enables us to face our problems.
Feeling busy gives the illusion of
activity. At the root of this
perception lies the displacement
of the calming neurotransmitter
adenosine, by caffeine.
COMPANIONSHIP: On the innermost layer of human motivation, we choose
to have coffee for its convivial nature. Coffees demand of little attention,
time to prepare and be enjoyed, in combination with its long lasting
odorants and stimulants, favour hanging around and makes us think that it
possesses the ability to start friendships and to revive old ones.
Coffee satisfies our unconscious
desire to blend ourselves with
others, to feel part of the universe
This map illustrates
the way some
major brands in
the global coffee
category 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
marketers develop Intrinsically
Engaging Narratives
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
motives driving 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 to
appeal to everyone.
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 Coffee to boost the sales and profit of your brand:
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