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He previously worked at NextVenue Inc. Share on Pinterest Share. Receive Analysts' Upgrades and Downgrades Daily. Sastry currently serves as the director of the Office of U. This is reinforced through both the physical structure of the brain and our physical environment, making it one of the strongest motivating forces in our lives. GE , holding CFO positions across several business units in multiple countries.

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By Adrianne Pasquarelli - 6 days ago. Register to become a member today. You'll get the essential information you need to do your job better, including. To get unlimited content and more benefits, check out our Membership page.

We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Log in or go back to the homepage. They wouldn't spend that kind of money unless they knew something we didn't know. The most-successful brands don't focus on what we need; they focus on what we want.

We need a credit card; we want an American Express Black card. We need a cellphone; we want the yet-to-be-released iPhone 4G. Fortunately for brands, when it comes to identifying what people want, we aren't particularly complex. The human mind seeks to satisfy 10 primary wants. Direct your actions toward meeting as many as possible, and your brand will grow exponentially. To feel safe and secure. This is reinforced through both the physical structure of the brain and our physical environment, making it one of the strongest motivating forces in our lives.

The amygdale is an area of the brain whose primary purpose is to protect us. Whenever we sense fear or danger, or that things are not safe or secure, it fires. This works in conjunction with our long-term memory, which continuously references and longs for the safety and security we received as children.

When Allstate tells us we're in good hands with them, it appeals to this desire for safety and security. We all want to feel comfortable.

We want to feel good, relaxed, we want it to be easy. Our brains are constantly asking, if I do this, how will I feel? We are attracted to what makes us feel good, and this is often what is most comfortable and easy -- brands such as Cracker Barrel, Rockport, Godiva and Dole what's easier than bagged lettuce?

To be cared for and connected to others. It is human nature to want to feel that someone cares for us, that we have friends and that people enjoy our company. Humans are genetically predisposed to want to be together and to be connected. It is one of our evolutionary traits. And by observing, interacting and engaging with others, our mirror neurons allow us to learn from one another and feel what others are feeling.

Further, this is one of the key wants social networks such as Twitter, Facebook and MySpace meet. To be desired by others. Some believe that all human motivation comes down to wanting to be desired by others.

Freud popularized this concept pitting the id against the superego and ego. And even though brands have been targeting this want since the beginning -- and people are aware of brands' efforts in this area -- it has not lost any of its effectiveness. Axe can't make their message to guys any clearer: To be free to do what we want.

The desire to be free has been a guiding principal of humankind for the past , years. Throughout history, societies have banded together to fight for their freedom, from early civilizations in Greece, through the dark ages and Renaissance, the French and American Revolutions, and the abolition of slavery and both world wars.

The desire to be free is such a dominant human want that, time after time, we have given our lives to satisfy it. Financial brands such as Fidelity, Citi and Mastercard were built by focusing on this want, as were brands such as Harley-Davidson, Southwest, Nutrisystem and even Norwegian Cruise Lines. Fitbit, Nokia formerly Withings , and Polar, and do. These send your weight directly to your account, so you can't cheat the system by entering a lower number.

The QardioBase 2 is another top choice, especially for pregnant women. Several fitness trackers have some smartwatch functionality, and some smartwatches have fitness features, too. The Fitbit Ionic comes close to blending both worlds, but at the moment it still lags far behind the Apple Watch in terms of third-party app support. Ultimately, a smartwatch is different than a fitness tracker, so make sure your heart is in the right place and you know which device you want.

Fitness trackers put fitness tracking first! See our list of The Best Smartwatches for recommendations in that category.

With so many good fitness trackers on the market right now, and promising ones on the horizon, it's hard to contain them all in just one list.

We've limited our picks here to trackers that have scored four stars or higher, but there are lots of other very good options out there that might be right for you. We update this list monthly, so make sure to check back for our latest recommendations. And for the very latest reviews, see our Fitness Trackers product guide. Featured in This Roundup 1. Built-in continuous heart rate monitor. Automatically tracks activities, calories, distance, steps, stairs, and sleep.

Relax mode leads deep-breathing exercises. The Fitbit Charge 2 does everything the Fitbit Charge HR can, along with new idle alerts, automatic activity tracking, guided breathing sessions, interchangeable bands, and the option to connect your phone for GPS. Great features for runners. Tracks wide range of activities. May feel heavy and bulky to some. Sleek, lightweight design with lots of style options. Guided workouts with Fitbit Coach.

Supports female health tracking. Swapping straps isn't easy. More in-depth sleep tracking and insights over its predecessor. Accurate heart rate and step count readings. Screen is occasionally unresponsive. Buckle feels a bit flimsy. This may be the device you've been waiting for.

Built-in GPS and heart rate monitor. Controls music playback on phone. No access to Connect IQ app store. Great automated activity-tracking options. A little expensive for a sports band. Includes audio coaching when used with phone. Clear and specific feedback. No ability to pair a heart rate monitor. Doesn't estimate recovery time, ground contact time, VO2 max, or race time goals.

Automatically and accurately tracks activities. Requires tool to switch bands. Tracks active minutes, heart rate, sleep, calories, and steps. Discreet design is comfortable for all-day wear. Looks a bit bulky on petite hands. Relatively basic fitness stats.

Plays music without your phone. Tracks bicycling, running, swimming, walking. PC required for music and route uploads. The Best Fitness Trackers for Running. The Best Waterproof Fitness Trackers of Jill Duffy is a contributing editor, specializing in productivity apps and software, as well as technologies for health and fitness.

She writes the weekly Get Organized column, with tips on how to lead a better digital life. Her first book, Get Organized: Alex Colon is the managing editor of PCMag's consumer electronics team.

He previously covered mobile technology for PCMag and Gigaom. Though he does the majority of his reading and writing on various digital displays, Alex still loves to sit down with a good, old-fashioned, paper and ink book in his free time. Not that there's anything wrong wit This newsletter may contain advertising, deals, or affiliate links. Subscribing to a newsletter indicates your consent to our Terms of Use and Privacy Policy. You may unsubscribe from the newsletters at any time.

Product Fitbit Charge 2. Featured in This Roundup. Get Our Best Stories! Fastest Mobile Networks How to Clone a Hard Drive. The Best Laptops of The 25 Best Fitness Apps. The Best PC Games. Fitbit Charge 2 Review.

Successful Brands Do a Good Job of Satisfying People's 10 Basic Desires