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(Re)defining Fabric & Home Care Brands Through Human Fundamentals


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This pioneering research redefines the way we market cleaning products. 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 Fabric & Home Care 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 fabric and home care 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. PLAYFULNESS: On an initial level of motivation, we use cleaning products because with them work becomes akin to play. Cleaning has always been associated with major feasts and celebrations.
  14. 14. Cleaning products promise and actually literally manage to brighten up our lives.
  15. 15. RELATEDNESS: More significantly, cleaning is driven by the need to connect with others. Lack of cleanliness has always been connected in our mind with the abandonment of society.
  16. 16. Cleaning products themselves act as our partners and allies in the everyday fight against dirt, and promise to be friendly to the objects which they clean
  17. 17. SENSUOUSNESS: Proceeding into a deeper layer of motivation, we buy cleaning products because they promise and manage to enhance the sensory pleasure of cleaning. Cleaning involves the sensuality of looking, smelling, touching, and even hearing.
  18. 18. Smoothing out the creases of a shirt often acts as a sensual caress, a replacement of the loved person who wears that same shirt
  19. 19. EXPRESSION: Getting into deeper motivation, what makes cleaning products sell is their promise to help us individualise our environment, to create and express.
  20. 20. The act of cleaning allows us to think freely, without seeking to answer questions; it is often in this way that ideas come to us
  21. 21. As dust is the raw material of the universe, manipulating it is not a simple gesture but an act of cosmic creation
  22. 22. INTELLIGENCE: On a deeper level, cleaning products help us clean with knowledge and expertise rather than effort, smartness and method rather than hard work. Employing a nearly scientific approach, being over meticulous and striving for perfection make the cleaner feel like an expert.
  23. 23. Having clean ironed clothes and a clean home are a way of feeling in harmony with oneself and the environment
  24. 24. LIBERATION: Moving to a more profound layer of motivation, we buy cleaning products because they promise to liberate both the body and the spirit in a type of dance, a dance with space.
  25. 25. Cleaning products are so efficient that they free up our time. Now that we are free to get dirty, we can explore life free of dirt, as we meet our nature once again.
  26. 26. CONTRARINESS: Even more significantly, embodying the eliminating capacity of the cleaning products, some of the most successful brands make us feel we are outsourcing our troubles, expelling angst, destroying our worries
  27. 27. Through fighting dirt we’re fighting all sources of dirt in an unsafe world
  28. 28. We unconsciously believe dust to be our origin and our destination
  29. 29. Contradicting the largely imagined and displaced fear of dirt is our primal wish to get dirty
  30. 30. ORDER: Even more significantly, we buy cleaning products because they help us set the world “right”. Using them, we feel that our thoughts and feelings fall back into order, we feel that we control life.
  31. 31. Cleanliness has always been connected to status. It connotes a luxurious sentiment like that of securing a clean bed sheet each time, as when we are in a hotel. Deep down, by controlling dust and dirt we fight decay and our animality.
  32. 32. TRANSFORMATION: Cleaning products are the wonder products par excellence – they do not just make dirt disappear, but they ultimately reconstruct the world and even change us
  33. 33. The alchemistic desire to wash the interior of the substances necessitates the use of magic substances, formulas and diluting chemicals with versatile purposes to erase spots of any chemical element
  34. 34. ACCOMPLISHMENT: On a yet more profound layer of motivation, defining dirt as an intruding enemy some of the most successful brands, permit us to establish competence, demonstrate capability to ourselves and others and derive a sense of achievement in fighting it.
  35. 35. Nobody has ever definitively won over dirt. That is very reassuring since we will continue to have an enemy to fight and prove ourselves.
  36. 36. CARE: Moving a step closer to the motives that govern the category, cleaning products are successful because they enable us to make available to those we love something we have made out of our love for them.
  37. 37. In our imagination, we build the family with our hands: With our care we shape our family.
  38. 38. SECURITY: On the innermost layer of human motivation cleaning products enliven both objects and ourselves.
  39. 39. Without being aware, we are apt to believe that they do not just clean: they intrinsically help us renew, refresh.
  40. 40. Removing all traces of dirt, returning the object to its original radiance, we search for restoration of youthfulness, to deny the mark and passage of time.
  41. 41. What we essentially wash out is impurities, our desires, our angers, our illusions
  42. 42. 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
  43. 43. 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.
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. 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
  48. 48. 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.
  49. 49. 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.
  50. 50. 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
  51. 51. BRAND AVIATORS™ are trusted by some of the world’s leading companies:
  52. 52. (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
  53. 53. 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