Maslow?s Hierarchy of Needs and Aristotle?s Seven Causes of Human Action are consumer behaviour concepts that should be considered when building the brand. Forbes contributor Susan Gunelius has a good article detailing the concepts.
One additional point for consideration is that for Maslow’s Hierarchy of Needs, I do not believe that the levels are necessarily sequential. While it can be understood that we will always seek to address our physiological needs (hunger, thirst) first, it is also possible that some self actualization needs can be strong enough for us to fast and go without food. Nevertheless, having a grasp of these concepts is essential when it comes to crafting your brand purpose and Content Compass.