The main function of the brain is to ensure that the living being survives, in the case of human beings this translates into maintaining the level of wellbeing that the body and mind need.

Several studies based on neuroscience and anthropology have detected that humans and mammalian animals have developed three survival strategies in the face of threat signals they detect in the environment: flee, overlap or attack.

It is important for companies to understand how their products or services support these survival strategies as a way to increase consumer loyalty and make the act of buying more impulsive and less rational.

Strategy # 1 Escape: It is manifested in human beings when they seek to isolate themselves from the environment, not necessarily physically but mentally, it is evident in categories such as television in the case of men seeking to disconnect, other categories such as iPods or personal music players achieve user isolation from others. It is not about withdrawing from the place but disconnecting from others.


Strategy # 2 Overlapping: This strategy is very common in modern society, we are constantly reaching agreement with others or seeking to "fit in" in some social circles, work, university, school and family. It usually manifests itself in herd behavior: people replicate what the majority does or inherit habits.

Strategy # 3 Attack: In animals it is still very common to attack physically when they feel threatened, but in humans this is no longer allowed, therefore we have been looking for new ways to "attack" for example by consuming or using certain products or brands. Today the consumer continues to seek to survive to evolve but not only physically but emotionally and intellectually and brands that support this process will increase their sales.

Written by:

Rafael López

Director and founder of BrandStrat