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(Re)defining Eyewear Brands Through Human Fundamentals


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This pioneering research redefines the way we market eyewear. 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 Eyewear 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 eyewear are presented in a summarised form in order of increasing relative importance in line with their power to influence our buying decisions *
  13. 13. CONNECTION: On an initial level of motivation, we buy glasses to harness the physiological impulse to stare to connect with the real world
  14. 14. Using the glasses everyone uses, we get the impression that we see through the public eye
  15. 15. PROTECTION: On a deeper level, glasses give us the opportunity to care for our eyes and our emotions.
  16. 16. They do not only protect us from the sun that brutally attacks our retina, but also from the penetrating gaze of others. Helping us hide from the gaze of others, glasses protect our emotions.
  17. 17. PLAYFULNESS: What makes spectacles sell is their natural association with eccentricity, flirtation, the exhilaration of life.
  18. 18. We buy glasses because they help us see the world through them as colourful as a circus parade
  19. 19. EXPLORATION: More significantly, incorporating the outdoorsy image of glasses in their narratives, some successful brands help us make discoveries within and outside ourselves
  20. 20. Novel stimuli arouse the mind which starts to search for the truth
  21. 21. DESIRABILITY: The basic promise of glasses is of an erotic nature. The roots of the language spoken by glasses are sexual.
  22. 22. Biologically, we are attracted to people with larger pupils, and glasses intrinsically act as a second pair of eyes, this time bigger. Gaze itself is the instigator of love.
  23. 23. WILLPOWER: On an even more profound layer of motivation, glasses promise to make us always stay in focus.
  24. 24. As glasses help us focus and improve our vision, without awareness, we grow apt to believe that with good glasses we discern opportunities with better clarity.
  25. 25. CONTROL: Embedding the capacity of the glasses to make us look austere and severe, some of the most successful brands mark the essence of glasses to offer order and control over a situation as their own emotional territory.
  26. 26. Glasses help us to sort through what we see to create and maintain coherence
  27. 27. DEFIANCE: Going into deeper motivation, by hiding our eyes, the locus of our soul, we make it easier to experience our instincts without breaching any norms.
  28. 28. Glasses hide, blur, distort, inhibit. We are ultimately devoured by what we consume with our eyes.
  29. 29. REASSURANCE: By wearing glasses we acquire a new gaze. Behind the glasses the world becomes happier, everything around us is a source of joy.
  30. 30. Behind the glasses everything becomes peacefully soothing. Integrating new information the world becomes more predictable. At the same time, glasses are well-known devices of self-deception. We view ignorance as bliss.
  31. 31. EXPRESSION: On an even deeper layer, what makes glasses sell is their capacity to help shape the ideal mental image we have of ourselves, define the relation with ourselves.
  32. 32. The mind does not passively receive information; it is engaged in its creation, it has a point of view
  33. 33. Glasses become part of the body creating types of glances and perspectives that characterise the person. They create and allow an expression of a sentimental grammar through a precise code of gestures.
  34. 34. INTELLECTUALITY: Moving another layer closer to the motives that dominate the category, by embedding the intellectual nature of glasses, some of the most successful brands help us understand ourselves and our environment. To see is to understand.
  35. 35. Helping us better distinguish the subtle nuances of notions, glasses promote our relation with truth. Showing us that there are various ways of seeing reality, different meanings, glasses help us develop different readings, all of which might be correct.
  36. 36. Unsurprisingly, glasses are the symbols of knowledge and wisdom
  37. 37. TRANSFORMATION: On the innermost layer of motivation, we buy glasses for their transformative power. The mind shades reality through its psychological lenses.
  38. 38. When we watch something, we change it. With glasses on, as when we watch a film, we are present in / absent from the world.
  39. 39. A real trompe-l’œil, glasses change not only our physiognomy but also our behaviour. When we put on a pair of glasses, we feel that somehow we are different individuals.
  40. 40. 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
  41. 41. 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.
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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.
  47. 47. 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.
  48. 48. 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, and by embedding Intrinsically Engaging Narratives™ 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