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Cracking The Success Code Of Coke

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This pioneering research decodes the real reasons of success of Coca Cola. Using, for the first time, a multidisciplinary approach, including brand communication decoding, motivational research, psychology and affective neuroscience, client workshops and the proprietary tools of BRAND AVIATORS™ I study the fundamental motives underpinning consumer behaviour at the deepest levels of their deployment and help clients around the world build brands that liberate the very forces of life.

Published in: Marketing
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Cracking The Success Code Of Coke

  1. 1. CRACKING THE SUCCESS CODE OF COKE
  2. 2. Hi! My name is Constantinos Pantidos and I believe that companies could improve people’s lives even more effectively if they had deeper human insight.
  3. 3. For consumer satisfaction to be as complete as possible, we must take care not only of the needs consumers understand and are able to evaluate but also and especially the ones they are not consciously aware of.
  4. 4. While 95% of our purchase decision making takes place in our unconscious, we tend to spend a disproportionally high time on product characteristics and price and promotions because they are easier to grasp.
  5. 5. Instead, this presentation delves into the unconscious mind of the consumer, the 95% that really matters, and makes it possible for marketers to build irresistible brands.
  6. 6. Biological Value Brain & Body Systems Cognitive Operations Psychological States Human Morality Behaviour Rewards Engagement The pathways of human behaviour While the models for shaping brand strategy used by most multinationals today ignore the contribution of modern sciences such as neurobiology and cognitive science, BRAND AVIATORS™ use a comprehensive model having an evolutionary foundation and a multidisciplinary approach enabling marketers to build consumer propositions that are impossible to resist.
  7. 7. Beneath all the sensationalisation of global marketing communication, lies order and pattern, the source code of our human behaviour.
  8. 8. Our psyche consists of a code.
  9. 9. We are an ordered pattern of fundamental motives capable of generating life.
  10. 10. Having captured our fundamental human motives, the irreducible parts of our nature, all the way from their biological values, to the inherent concepts they imbue into our everyday life, this model traces emotions from their roots, and creates concepts that bear the freshness of the source. CONNECT CONTROL The wheel of motives™ GROW CARE BALANCE DESIRE FEEL SAFE SEEK PLAY CREATE DEFY TRANSFORM TM
  11. 11. Motive Main biological advantages / survival value Possible neurosystems involved Examples of cognitive operations Main psychological states Main sociocultural manifestations and reinforcers Feel safe Detection of threats, Dissipation of fears, Endurance via rewards, Creation of optimism that facilitates success Reward systems (opioid neurosystems that induce a sensation of pleasure and suppress pain), Fear dampening systems, Defensive system Retrospection, Reminiscence, Comfort and enjoyment, Believing, Increasing positive emotions, Constancy, Coping, Resolution of emotional conflict, Incognisance, Anthropomorphism Stability, Regression, Renewal, Nostalgia, Daydreaming, Comfort, Hope, Happiness, Satiety, Plenitude, Joy, Bliss, Instant gratification, Reward, Perfectionism Postponement, Shame, Guilt, Humbleness, Self- sacrifice, Narcissism Belief systems such as religion, Morality, Ethics, Mores, Folkway, Tradition, Authenticity Example: the pathways of our motive to feel safe.
  12. 12. Let’s focus on one brand everyone is familiar with. Together, let’s try to crack the success code of Coke.
  13. 13. Coke’s success is almost entirely based on “feeling safe”
  14. 14. Coke closely follows the pathways used by our mind to create a sense of safety
  15. 15. Functionally and emotionally, Coke is an effective placebo. It activates the systems in our brain which sustain hope and faith. What it promises is security, happiness and optimism. Enjoying it makes us smile, as we experience joy.
  16. 16. Safe water, sugar, freshness, familiarity, provoke the production of endorphins (i.e., natural opioids) connected to our feeling of goodness.
  17. 17. The carbonation in conjunction with the spicy, medicinal flavour strengthens the feeling of cleansing, clearing and refreshing.
  18. 18. The effervescence and astringency give a sharp, cleansing, medicinal feeling. The CO₂ also reduces the feeling of satiation.
  19. 19. The raising bubbles work as proofs of happiness.
  20. 20. Coldness further enhances our perception of being refreshed, of having our thirst quenched. While water is a very sensitive substance, cold water is less likely to harbour dangerous substances than warm or tepid water.
  21. 21. Following its functional benefits, Coke’s communication and narratives, have many social/moral (religious) connotations.
  22. 22. Into a confused world, Coke acts as a carrier of security which gives us a belief in progressive improvement towards perfection. Only this time our reward and gratification is immediate, our instant redemption.
  23. 23. Experiencing Coke dissipates fear, allays frustrations and ultimately smooths out the tensions of the day.
  24. 24. What we really buy is the promise of a solution to all our problems, an ultimate salvation from all suffering at that spot.
  25. 25. Coke promises safety, giving us the illusion that there are more good things to come. For instance, the prospect that some day work may be abolished and holidays will last forever.
  26. 26. Coke gives us the illusion that it perpetuates momentaneity. Always having something available to put in our mouth satisfies the sucking reflex that nature gave us in order to live.
  27. 27. Liquid enters our bloodstream fast. Coke’s effect is rapid, immediately felt. The instantaneous relief reinforces our momentary regression.
  28. 28. Making us momentarily regress into the past, avoid action now, postpone the future, Coke and its narratives of safety remind us that the forces of good always triumph in the end.
  29. 29. Coke has the ability to provide a comfort zone, a secure domain of self- sufficiency, an individual dimension of space-time, which is familiar and sanitised.
  30. 30. Its cleansing allows us to resist time and feel refreshed, renewed and restored.
  31. 31. Freshness reassures us allowing us to express our need to exclude ourselves from the march of time and make us unconsciously feel able to be reborn again and again.
  32. 32. Its ritualistic use gives us the impression of stability, predictability, certainty and protection from change.
  33. 33. Its sense of stability, and predictability reassures and consoles us.
  34. 34. Coke’s safety factor promises us a touch of infinity, and the feeling of being able to retain some of our juvenile elements longer.
  35. 35. Coke makes us further feel that we can stop time through our feeling of being renewed by its immutability, authenticity and sense of tradition, its functional and conceptual purity.
  36. 36. Through the constant renewal of experience, we become aware of living.
  37. 37. Coke is simple, ingenuous, wholesome, bountiful even childlike.
  38. 38. ‘Consuming’ Coke’s narratives our life becomes easier, simpler, more coherent and ultimately better.
  39. 39. Coke makes us relive our own childhood, a place as far away from death as possible.
  40. 40. In our collective imagination, with the openning and drinking of our favourite soft drink, we unite with millions of people drinking their favourite drink at the same time as us.
  41. 41. Because they offer concrete biological advantages, products and concepts that make us feel safe have been baptised by modern society as moral products that appeal to our sense of fairness.
  42. 42. Producing feelings that dampen fear and activate the reward systems in our brain, narratives and their physical incarnations that promise safety, allow us to endure uncomfortable situations.
  43. 43. By using them we express our narcissistic side. Sometimes our flaws, guilt, and fears are so ‘stubborn’ that we even need some sharp cleansing agent to make us reconcile with our self and withstand the judgements of others.
  44. 44. All highly successful brands clearly, coherently and consistently express our fundamental human motives, activating them at the deepest layers of their deployment.
  45. 45. CONNECT CONTROL The wheel of motives™ GROW CARE BALANCE DESIRE FEEL SAFE SEEK PLAY CREATE DEFY TRANSFORM TM The Wheel of Motives™ can help us activate the unique codes of a brand, those that make people feel most alive based on a three- phase methodology. * ----------- * For the complete theory about how the fundamental human motives work please contact the author or wait until the publishing of the book
  46. 46. Phase 1: Psychographic ‘landscaping’ • Mapping the meaning people derive from the category • Deconstructing the meaning systems of the brands in the category • Tracing meaning- saturated areas and fundamental motives which are catered for less effectively
  47. 47. Phase 2: Brand (re-) definition • Locating the core of the brand [based on the fundamental motive(s) it activates] • Mobilising the core to give a unique answer to what consumers have always wanted from the category
  48. 48. Phase 3: The unique language of the brand • Imprinting brand strategy into our fundamental human motives, the roots of human communication • Translating brand strategy into Intrinsically Engaging Narratives™ - tangible and ownable experiences that make people feel truly alive
  49. 49. To capture the deep resonances that make a brand successful, and its consonances with the category, a profound knowledge of the rich hierarchies of inherent concepts of our mind, and their underground connections, is required.
  50. 50. In tracing the pathways our mind uses to create reality and by activating the very forces of life, The Wheel Of Motives™ offers considerable advantages over the brand strategy models used by multinational companies today
  51. 51. Above all, by fulfilling our fundamental human motives, the brand is deeply humanistic in that it offers holistic, universal experiences that no longer satisfy some individual needs but the needs of the species.
  52. 52. BRAND AVIATORS™ are trusted by some of the world’s leading companies:
  53. 53. You may (re-) define your brand through the human fundamentals if you intend to: • Deeply engage people locally and across cultures • Develop genuine concepts that work year after year after year • Align all brand communications under one master idea • Increase the RoI of all your brand’s activities
  54. 54. My mission is to help clients around the world build brands that liberate the very forces of life. Contact me now for a free discovery audit at c.pantidos@brandaviators.com or by clicking on the icon: BRAND AVIATORS™ Kemp House, 152-160 City Road, London EC1V 2NX +44 (0) 203 693 3933

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