About this course

Tapping into Human Needs:

The most important role of marketing

This one-hour seminar will help you better understand human needs and motivations. This insight should inform brand positioning, marketing copy, selling scripts, and unique value propositions. We will cover Maslow’s Hierarchy of Needs, The Triune Brain, the power of fear, the two scarce resources (time and money), thirty-six powerful human motivators, how to differentiate brands by human need and eleven different market segmentation approaches. This seminar features several well-known brands as examples and six advertising videos associated with three of those brands. It also includes a few exercises and links to relevant online articles and blog posts.

At the end of this seminar, you will have a much deeper insight into human motivation and how that relates to marketing and brands.

What you will learn?
Better understand human needs and motivations
Understand how human needs and motivations can be used in marketing
Understand how human needs and motivations can be used in brand positioning
Skills Covered
1 hour on-demand video
Certificate of completion
Beginner level
No prerequisites
No preparation required
1 year access


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Browse course content
1 Video
1 Quiz
1 hours
Section 1.
Tapping into Human Needs Workshop
1h 4m 50s
Section 2. Quiz-Part1
Tapping Into Human Needs
10 questions
Learn from the best
Brad VanAuken / INSTRUCTOR
Globally recognized brand strategy expert

Brad VanAuken is president and founder of BrandForward, Inc., a brand strategy consultancy with clients throughout the world. Previously, Brad was the vice president of marketing for Element K (now Skillsoft), a leading e-learning company and director of brand management and marketing for Hallmark Cards, Inc. During his tenure as Hallmark’s chief brand advocate, Hallmark rose to 4th in the EquiTrend national quality brand ranking and Hallmark received the Brand Management of the Year award. Recognized as one of the world’s leading experts on brand management and marketing, Brad is a much sought-after speaker and writer. He has been interviewed by ADWEEK, CNN, Entrepreneur magazine, Forbes magazine, Fox News, HLN, Investor’s Business Daily, NPR and The Bloomberg Money Show. Brad has served as an expert witness on brands in federal court. He was an adjunct professor of marketing at Avila University and RIT and has been a guest lecturer at many universities including Harvard, Stanford and Northwestern. He wrote Brand Aid, which many business schools use to teach brand management. He authors, a blog that has been repeatedly recognized as a Top 50 Branding Blog by feedspot, a leading RSS reader. In 2008 and 2009, Invesp identified him as one of the top 100 marketers. Brad has a BS degree from Rensselaer Polytechnic Institute and an MBA from Harvard Business School.