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(Re)defining Chewing Gum Brands Through Human Fundamentals


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This pioneering research redefines the way we market chewing gum. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.

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(Re)defining Chewing Gum Brands Through Human Fundamentals

  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. Our psyche consists of a code
  8. 8. We are an ordered pattern of fundamental motives capable of generating life
  9. 9. 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
  10. 10. 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.
  11. 11. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour
  12. 12. * A book will shortly be published, extensively analysing the motives underpinning 20 categories of everyday consumer goods and our fundamental human motives. It puts forward the most integrated platform for engaging people to date. The motives for buying chewing gum are presented in a summarised form in order of increasing relative importance in line with their power to influence our buying decisions
  13. 13. ESCAPE: On an initial level of motivation, chewing on gum stretches our break and reduces boredom
  14. 14. And when we finally reach the filling of the chewing gum, we experience a small momentary frisson of triumph. After all, everyone loves discovering a treasure.
  15. 15. HEDONISM: More significantly, a real place of pleasure, all the parts of the mouth, from the palate to the walls, and the tongue to the lips are full of various types of receptors. The infant derives pleasure from oral stimulation through gratifying activities such as tasting and sucking.
  16. 16. Throughout our life, our mouth continuous to be an instrument of gastronomic and erotic pleasure
  17. 17. One of the sexiest things about a person, regardless of age, is his/her smile. Chewing gum makes the mouth even lovelier, more kissable: When jaws move in quiet ecstasy, a lovely face becomes even lovelier.
  18. 18. TRANSMUTATION: As the mouth is the aperture through which the world intrudes and through which its representation comes out, chewing astounds the mind, and keeps it captured
  19. 19. Chewing conceals, rather than reveals self-consciousness, but when we want it can be an instant messenger
  20. 20. Chewing gum whitens our teeth, freshens our breath and renders our personality more seductive
  21. 21. Gum itself captures the aroma of essences which dissolve slowly
  22. 22. At its core, gum, contains its seed and its soul, which are always a surprise to reveal. Gum does not disintegrate - we can chew it into infinity.
  23. 23. PLAYFULNESS: On a deeper layer, by its nature, gum is exuberant, buoyant, capricious and spontaneous. Gum is highly inconsistent: it springs and stretches, expands and retreats. As there’s no life without breath, the mouth itself symbolises life. The mouth laughs, enjoys, invites interaction. Logical conclusion in our mind is that a clean mouth gives us cheerfulness of mind.
  24. 24. Gum chewing improves mood. Gum gives us a pleasant little lift. Bubble gum can be exorbitant, wacky, absurd, crazy, silly, mad, flamboyant, self- sarcastic, mocking and cheeky.
  25. 25. SOPHISTICATION: It is not accidental that the Latin world sapere (to know) has a common root with the word sapore (to taste) and sapientia (wisdom).
  26. 26. In myths, original knowledge (as original sin) comes through the mouth. By chewing gum when we have to deal with complex thoughts or problems we offload some of the cognitive load into movement, thus freeing up resources to devote to mental process.
  27. 27. Chewing gums’ communication often taps into scientific, health preventive imagery
  28. 28. CONTROL. Chewing gum marks time and structures our day. It helps us control bad breath and puts our mouth and self in order.
  29. 29. EMPOWERMENT: To survive we need action. Chewing gum creates the illusion of action. Chewing is an outlet for aggression.
  30. 30. By releasing this energy what we satisfy is our thirst for life
  31. 31. There is evidence of energy and power, competence and self-confidence, and the capacity to liberate these in the ability “to get our teeth into something”. Chewing results in anti- fatigue. Chewing gum goes on and on and on delivering its advantages.
  32. 32. SOCIABILITY: On an even more profound level, Providing our first means of communication with the world, the mouth continues, throughout life, to be our means par excellence of connection to the world, our primary “business card”.
  33. 33. Our mouth invites interaction
  34. 34. Orality plays a founding role in our relationship with others. Our tongue, in cooperation with our teeth, can articulate speech, and transmit the concepts that are fabricated by the mind. Our need to talk and to be listened to is very deep, starting early on when we are infants and continuing throughout our life.
  35. 35. Chewing gum is the most shared thing in the world. Even when we only have one stick left, we offer it to another person first. Chewing makes us ordinary. It is a classless and harmless practice.
  36. 36. SUBVERSION: Ancient people gnashed their teeth to warn the enemy that they meant to tear him apart. Having the capacity to destroy, teeth are means of defensive or aggressive behaviour, necessary for survival. Even laughter is a gesture of aggressiveness, whereby we display our teeth.
  37. 37. Chewing gum is a great corruptor of normal, boring culture, a means of showing opposition and disrespect to society and authority
  38. 38. The trigger for this symbolism is exaggerated by the mechanical, bestial, even compulsive nature of the habit of mastication which is mostly driven by attention-seeking behaviour. It is a cry for attention. All primitive races lived upon a diet that required vigorous chewing. The supply of food was originally erratic, it was uncooked; any cutlery that was used wasn’t all that efficient.
  39. 39. Eating, for our ancestors, was an issue of life or death. Working the jaws all the time has been an effort to deceive the body into the belief that it is being sufficiently well-fed when it isn’t.
  40. 40. SAFETY: On the innermost level of human motivation, we encounter the association of the mouth with life from the very first cry to the last breath.
  41. 41. Chewing, without swallowing, becomes an outlet for calming worries
  42. 42. Chewing gum drives us to a state of blessed calm; chewing gums are “oral pacifiers”. We chew, munch and gnash our way to happiness and smile.
  43. 43. Leading brands express the fundamental human motives driving their category * * In some cases, the same brand can be manifested in different ways in different countries
  44. 44. Deep category understanding is just the first step in creating engaging narratives. To build a proposition that is both authentic and deeply engaging, the brand must germinate the bare motives that drive the category in a unique and profoundly human way.
  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 engage people at a profound human level 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 based on the profound code
  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. Brands and concepts developed through The Wheel Of Motives™ are heartfelt, and profound.
  51. 51. Above all, by founding brand strategy on our fundamental human motives the brand becomes deeply humanistic in that it offers holistic, universal experiences that no longer simply 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. (Re)define your brand through the human fundamentals if you seek 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 or by clicking on the icon: BRAND AVIATORS™ Kemp House, 152-160 City Road, London EC1V 2NX +44 (0) 203 693 3933