When it comes to creating innovative products from scratch, brands often struggle with a clear idea where they want to go. In my recent work I was fortunate to get in touch with the method of Dr. Constantinos Pantidos and his team at BRAND AVIATORS ( for more detailed info please contact directly www.brandaviators.com ) who created the wheel of motives. Their approach goes deeper than just analysing trends or what competitors have done. The aim is to build your brand`s neural equity by defining the precise emotion your company triggers and then design specifically in this way.