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(Re)defining Diet Brands Through Human Fundamentals


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Did you know that we consume diet products because they act as agents of rejuvenation, social normalisers, creators of possibilities, ego boosters, loyal mates, master storytellers, personal liberators, and transformation tools? This pioneering research cracks the code of buying behaviour related to diet products and puts forward a framework for shaping brand strategy and for growing revenue.

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(Re)defining Diet 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 diet products are presented in a summarised form in order of increasing relative importance in line with their power to influence our buying decisions
  13. 13. CONNECTEDNESS: On the first layer of motivation, a diet can intrinsically help us “mirror otherness”. Through it, we can participate in the collective obsession with hiding blemishes or idiosyncrasies that might distinguish us.
  14. 14. To be ordinary is to be normal, properly presentable. All of us, have the right to participate in the beauty dream. Products that help us do this become our mates. They are “real”, down to earth products.
  15. 15. JOIE DE VIVRE: On a deeper layer of motivation, by embedding the vibrant nature of diet in their narratives, some of the most successful brands claim the life boosting essence of dieting for their own. Dieting helps us focus on the “now” and, as we know, stress rarely lives in the present moment.
  16. 16. A lot of dieters feel happy with their life today, and even believe that their life starts now. Most nutritious foods tend to be foods that contain delicious life forces.
  17. 17. A lot of fun is connected with the tonic effect that comes with switching to a healthier way of living, and for shopping for new clothes.
  18. 18. SELF-EXPRESSION: More significantly, diet products help us become master storytellers. Our bodies carry meaning. By manipulating our body, as with other social symbols, we express our creative forces.
  19. 19. Diet products actually sell because of their capacity to make our character and personality emerge
  20. 20. LIBERATION: On a deeper level, embodying the diet products’ capacity to free the body from its unbearable weight, some of the most successful brands mark the diet’s essence to liberate us from the body’s boundaries as their own territory.
  21. 21. As we’re easily bored, we have a preference for heroes who re-invent themselves, and seek the same for ourselves. We, intrinsically, love to exploit the latest innovations.
  22. 22. TRANSFIGURATION: Moving into a more profound motivation, diet products sell because they act as self-transformation tools. By changing our look in an effort to transform our lives, careers, families and destinies, we become another person, not only physically but also psychologically.
  23. 23. As if a magic spell is cast over our imperfect selves, our self- worth is suddenly buoyant and our ability to step forward into the world with a smile and a confident stride is radically enhanced.
  24. 24. EMPOWERMENT: Since to survive we need a body, some of the best narratives of diet products help us to keep our body competitive. From the eternal struggle of the mind against the body, of spirit over matter, humans acquire meaning.
  25. 25. As the sense of accomplishment exhilarates, we are reassured that we can overcome all obstacles, have the ability to surpass any fears. Achieving our diet objectives make us feel strong and able to become whomever we want.
  26. 26. SELF-PUNISHMENT: Refusing food is both a rejection of self and a fight for self, but as food equals life, ultimately, refusing food is refusing life
  27. 27. Dieting, as self-denial, has always existed in various forms of subordination, to please gods and bosses, to replace parents’ pressure with self- inflicted discipline
  28. 28. Placing ourselves under some form of master, parent, boss, or god, we feel a further degree of comfort. We, ultimately, correct ourselves before others do it for us. Diets are not supposed to be pleasant - otherwise they wouldn’t fulfil the psychological purpose of self-punishment.
  29. 29. BALANCE: Proceeding into a deeper layer of motivation, diet products sell because they help prevent disease, promising a diet which is scientifically developed, balanced to the last ounce. This is dieting for the sake of health.
  30. 30. A balanced diet helps us balance ourselves with the world
  31. 31. ATTRACTION: A deeper motive for consuming diet products is their promise to help us attract sexual attention. A person's physical characteristics can signal cues to fertility and health. Attending to these factors increases reproductive success, furthering the representation of one's genes in the population.
  32. 32. Deep down, we diet to experience our body
  33. 33. CONTROL: Dieting helps us gain control in one highly visible area - when we might otherwise appear powerless in every other part of our lives. The assumption is that, since our body is our most personal possession, if we can conquer our body we should be able to conquer anything.
  34. 34. Controlling the demands of the body gives a sense of order with which to view the outside world and one’s inner self.
  35. 35. Through dieting we dream of controlling not only our body, but our desires and fate. As we are able to impose culture’s shared fantasy on the body, that which is viewed as the official body, we do what is expected of us in line with our success.
  36. 36. SECURITY: On the innermost layer of motivation, incorporating the notion that good looking means good in their narratives, the most successful brands in the category, claim the rejuvenating essence of dieting for their own.
  37. 37. Dieting, we commonly believe, does not bring us only beauty but also new or renewed health and energy. It brings us a new body.
  38. 38. Dieters, deep down search for eternal adolescence. Every time we fit into a smaller size of clothing, we feel smaller, younger, reborn. Slimness, biologically and in our mind, is connected to youth and high reproductive potential. That is why we often prefer a slim body to a really fit one which might scare others.
  39. 39. Self-denial, the promise of rewards and the belief in miracles are essential characteristics of any diet. Essentially, dieting is abstinence. The religious motive for fasting is typically to purify the body and the mind. Rising above desire, and emptying ourselves of craving is just another form of nourishment.
  40. 40. The thin body (i.e. the non-body) is associated with absolute purity, hyper intellectuality and transcendence of the flesh.
  41. 41. 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
  42. 42. 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.
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. 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.
  48. 48. 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.
  49. 49. 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
  50. 50. BRAND AVIATORS™ are trusted by some of the world’s leading companies:
  51. 51. (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
  52. 52. 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