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(Re)defining Hamburger Brands Through Human Fundamentals

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This pioneering research redefines the way we market hamburgers. 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 Hamburger Brands Through Human Fundamentals

  1. 1. (RE)DEFINING HAMBURGER 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. Our psyche consists of a code. 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. Successful brands coherently express the very patterns of our psyche
  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 preferring hamburgers 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 a first layer of motivation, what makes a hamburger successful, is its outlandish overfilling with stuff, which creates an exuberant disarray. Vibrant, bouncing, vivid, intense, bright and of unstable dynamics, hamburgers offer a buoyant eating experience.
  14. 14. Expertise in eating them lies in the way we hold them with both hands, the balancing exercise in the air, the strategic movement to the mouth, the almost inevitable contact with the nose, and the irresistible licking of the fingers. The mood picks up following the humour of the palate.
  15. 15. BELONGING: Proceeding into a deeper layer of motivation, what makes us buy a hamburger rests squarely on the fact that it is the form of food on which almost everyone agrees. The hamburger is our common denominator, our universal meal. All of the significant building blocks of our ancestors’ diet are represented in a hamburger.
  16. 16. EXPERIMENTATION: A deeper motive that makes hamburgers sell is their intrinsic capacity to make us explore and discover.
  17. 17. The real nature of hamburgers is restlessness, inquisitiveness, improvisation, wandering, unboundedness. Every bite of the layered food creates new contrasts that excites our mind.
  18. 18. PROTEST: More significantly, embodying the gluttonous character of the hamburger, some of the most successful brands help us live the sheer joy of being difficult, rebellious, or awkward. The hamburger is nothing less than a very effective form of benign masochism, a molecular bomb.
  19. 19. The hamburger is a primal call to cram our mouths with meat and its juices and fat, just as our ancestors first did when they came into contact with that same aroma which led to sacrifices to gods and changed humankind. Fat is a feeling, the sweetness of which is written in our DNA.
  20. 20. Fire and smoke add to the animal drama. Salt and onions contribute their “noxious” loads while chillies open up the smallest of blood vessels, leading to an almost instant rush of blood to the head.
  21. 21. PLEASURE: What makes people buy hamburgers rests on the fact that the experience they get is essentially erotic. Hamburgers are juicy, succulent, hot and savory provocations of gluttonous lust.
  22. 22. EMPOWERMENT: On a yet more profound layer of motivation, incorporating the association of hamburgers with compact energy, some of the most successful brands mark the strengthening imagery of hamburgers, as their own territory. Meat has made humans what we are.
  23. 23. An increased amount of meat in the diet enabled us to develop bigger brains that also need more fuel
  24. 24. The archetypal hamburger is big and managing to eat it is a small accomplishment. Through the power of our teeth, we try to prove ourselves, our prowess and strength reassuring ourselves that the animal within us survives.
  25. 25. We attack the massive burger with ferocity and when the tender food yields at last to our weapons, our face glows with a gleam of victory. As the minced meat of the hamburger makes the task of tearing it apart easier, our confidence swells.
  26. 26. SECURITY: On the innermost layer of motivation, finding it as a convenient vehicle, our mind never loses the opportunity to imbue the hamburger with the values of abundance, prosperity, and unconstrained plenitude.
  27. 27. A hamburger is the result of ancient and widespread desires and preferences put together in a wholesome, gratifying and easy form.
  28. 28. Its roundness and bounciness allows us to view it as compassionable and faintly erotic, and suggests the richness of a home-made product, reminiscent of our mother’s breast.
  29. 29. The hamburger exalts the comforting essence of food. Its success is not accidental: It integrates what we have always wanted from food.
  30. 30. * In some cases, the same brand can be manifested in different ways in different countries Leading brands express the fundamental human motives driving their category *
  31. 31. 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.
  32. 32. 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
  33. 33. Phase 1: Psychographic mapping • Mapping the meaning people derive from the category • Deconstructing the meaning systems of the brands • Tracing underexploited territories and meaning-saturated areas
  34. 34. Phase 2: Brand (re)definition • Liberating the core of the brand from its nonessential elements • Mobilising the core to give a unique answer to what consumers have always wanted from the category
  35. 35. 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
  36. 36. 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.
  37. 37. 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 currently being used by multinational companies. Brands and concepts developed through The Wheel Of Motives™ are heartfelt, and profound.
  38. 38. 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
  39. 39. BRAND AVIATORS™ are trusted by some of the world’s leading companies:
  40. 40. (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
  41. 41. 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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