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7/31/2019 The Power of Primal Motivations
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Copyright Derek Draper 3rd
October 2012 Page 1
Traditional Planning Primal Psychology
Is there something potentially very powerful that the insights of the last 100 yearsof psychotherapy and psychoanalysis and the very latest discoveries of
neuroscience can add to the planning process of brand communications?
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October 2012 Page 3
Our brains
Our genes
Our unconscious
These primal motivations are much more powerful than
rational or even emotional motivations.
The 3 Elements of PRIMAL psychology
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What neuroscience tells us about how our brains work…
Our visceral responses - to sex, desire, status, comfort and attachment - all
come from the oldest, mammalian, part of our brains. These almost always
trump emotions which almost always trump rationality.
Our brains
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What evolutionary psychology and genetics tell us about our genetic
disposition…
Our genes programme us to behave in a way adapted for primitive life but
often unsuited to modern life.
Our genes
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Our unconscious
What Freud and Jung told us (and neuroscience confirmed) about our unconscious…
Much (up to 95%) of what we believe and do is beyond our unconscious awareness – i.e. we
can’t explain it rationally. By much more than we appreciate consciously we are deeply
affected by stories and by “collective” symbols and archetypes e.g. the sun, a cradle, alighthouse , “the father”, “the hero”, “the warrior” etc.
So, primal motivations are about storytelling, symbols and primitive drives and associations.
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Questions traditional planning might ask:
What is this brand’s business challenge that
communications can help with and what, therefore
is the communications objective?
What is the unmet need / desire of the consumer
that can help us unlock the communications
objective?
(Who are they?)(What they do currently?)
What can we say to them through communications
to show our brand can deliver that unmet need?
(Headline proposition + supportive messages)
Why should they believe us?
(Brand resonance / personality)
Other traditional questions:
What feelings does this brand evoke in us, if any?
What do our minds already store as conscious
associations / memories of this brand?
Further questions that arise from a “primal focus”
about a brand or a brand communications idea:
Does it trigger anything fundamental in our
mammalian brains? Is there anything it might
trigger that would help us?
Do we have unconscious associations to /
memories of it? Are there any that we can createthat would help us?
Does it relate to any symbols or archetypes in our
mind? Are there any appropriate ones we could use
in our brand communications?
Does our genetic disposition lead us to have a
visceral response to it? Could we create something
that would in a helpful way?
What might a primal focus add to the
planning process?
Leads to NEW qualitative research tool?
