Summarising the results of our research, this presentation analyses the fundamental motives underpinning consumer behaviour relative to shampo and proposes a way to build shampoo brands that engage people at a profoundly human level.

1. (RE)DEFINING
SHAMPOO
BRANDS
THROUGH
HUMAN
FUNDAMENTALS

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. 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. 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. 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. 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. Our psyche consists of a code

8. We are an
ordered pattern
of fundamental
motives capable
of generating life

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. 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. Beneath all the
phantasmagoria of
global marketing
communication, lies
order and rhythm,
the source code of
our human
behaviour

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
shampoo are presented in a
summarised form in order
of increasing relative
importance in line with their
power to influence our
buying decisions*

13. CONNECTEDNESS:
Cleanliness is driven by
the need to connect with
others. Lack of cleanliness
has always been
connected in our mind
with the abandonment of
society. People with
stable relationships with
others take better care of
themselves.

14. People cannot
emulate the clothes
of the royals and
the stars but they
can imitate their
hairstyle

15. Using the celebrities and other standards society
creates to help us benchmark our behaviour and
homogenise our activity, we feel that we participate in
some abstract majority, become parts of something
bigger than our own life.

16. Shampoos themselves become our
partners in the everyday fight
against dirt, and promise to be
friendly to our hair and skin.

17. SPONTANEITY: Hair is
symbolic of life. Hair is alive.
Extrovert, exaggerated,
flamboyant, cheerful,
extravagant hair helps us
experience life in its intensity.
Shampoos invigorate
revitalize, tonify our hair and
our psyche.

18. CARE: Shampoos protect us
from physical and emotional
dirt and the pollutants of our
environment

19. Shampoos help us return to
our origins and kill all the
germs and doubts generated
in our mind and the hostile
world around us. The perfume
of shampoo saves us from
smelling like ourselves,
because that means being
naked.

20. SELF-EXPRESSION: Hair is highly
conspicuous and the part of the body
most easy to manipulate. Hair with its
different shapes and styles more than
anything helps us express our
individuality. The ability of hair to grow
has symbolised since the dawn of the
time the generating power of the mind.
Hair after it has been cut or modified,
eventually grows back again offering
new expressive possibilities.

21. In enabling us to purify
our hair, shampoos help us
harness a prolific, fertile
force. Our ideas are
freshened up.

22. ESCAPE: We like
familiarity, but exotic is
sexy. Shampoo allows
us to simulate our
reconnection with the
natural world.

23. While washing our hair, we are
alone and our minds are free to
roam. It is a pleasant interlude
during which we are not
constrained to think or work hard.
The act of rinsing away the hair’s
natural sebum oil, dirt, and dead
cells, gives us the feeling that our
hair lightens. In our mind
weightlessness is connected with
euphoria, and heaviness with
negative states of mind.

24. Our consciousness is
liberated by any
conditioning with the
ebb and the flow of
water and the dance of
our fingers in natural
rhythms through our
hair, which becomes
softer, more flexible.

25. SUBVERSION: Hair is unstable
and prone to chaos. Hair
represents the easy way for
unconventional people to
show their contempt to the
status quo. Unkempt hair
implies that the wearer is
desperate or insane and,
furthermore, has no friends.

26. METAMORPHOSIS: Hair is a durable
material. It defies gravity. When we
comb it in the dark we can see sparks.
But it is the almost magical power to
regenerate itself, which is probably
the main reason that gave hair the
belief that it has some secret magical
strength and power that its owners
should preserve to its full. It is not
accidental that hair symbolises
eternity.

27. Hair has such an amazing
potential for change that we
believe the shaping of it can shift
other aspects of our lives. Has it
not been the hair of beautiful
women that has sealed the fate of
others throughout history? If a
woman shook her hair, anything
might happen.

28. Shampoos are required to act as magic elixirs
putting into evidence our aura of magic,
irradiating our personality, defying gravity,
increasing the volume of hair, increasing its
extraordinary transformational power. People
have some vague idea that something
miraculous takes place under the cover of
lather.

29. With the whole
paraphernalia of hats
and wigs and hair-
dressing, we can have
both functional, working
heads, one moment and
then fanciful display
heads the next

30. BALANCE: Shampoos restore our hair
and by association, our mind. Hair
stands for the total individual or for
the soul, of the individual’s personal
power. Samson’s knowledge was
based on his hair. Dis-harmony and
dis-ease or ease and health are
simply states of mind.

31. A clear, alert, peaceful mind
is not easily conditioned out
of its normal natural rhythm
and flow

32. Cultivating, dressing, our hair
equals visualisation of our
mind

33. Shampoos cleanse the senses and sharpen thought. What we see is
associated in our mind with how we look. A “new” mind begins to sense
and to understand more. Shampoos reestablish natural balances of our
body. Women are deadly serious about their hair. Hair is the key to their
femininity, and as a result they want to trust their hair to experts.

34. CONTROL: Hair, being so visible,
unstable and prone to chaos, is
a sure sign of the level of
conformity to social rules and
fashion trends. Dirt in our
collective memory constitutes
our origin and destination. Hair
needs to be constantly
managed and arranged.

35. It needs to be kept under control and
become social. In front of society we need
to display “functional, working heads”

36. By taming the rebellious
nature of hair we demand
and often obtain obedience

37. In the personal and social
unconscious, each time we wash
our hair, order and correction are
renewed. Since our hair projects
our ideas and thoughts about
ourselves, combing hair is
structuring ourselves.

38. While washing our hair
symbolises the purification of our
soul, combing it symbolises the
arrangement of our emotions,
and our sense of self. Shampoos
help us keep our hair straight
and under control.

39. As a status display
hair conveys the
message that we
have the means to
stay at the forefront
of fashion

40. Going to the other extreme, we
sometimes become maniacs with
the habit of keeping our hair in
order, touching on self-destructive
urges. By putting in order every
detail of our environment and our
own appearance, we forget our
own inadequacies. Luxurious
shampoos produce indulging foam
and remind us that the time we
spend on ourselves is not a vanity
but a proof of what we have
achieved and a reinforcement of
hierarchical order.

41. EMPOWERMENT: Hair reflects
free power and aggression.
With robust hair, the mind by
association also feels more
robust.

42. The great volume of
hair is assertive,
making the wearer
appear more
confident. Hair is our
crowning glory.

43. REASSURANCE: Hair is constantly
renewed, which makes it a
symbol of youth. Youthfulness is
connoted first of all by volume.
We want our hair as shiny and
as voluminous as possible. The
great size of hair makes large
facial features seem smaller and
therefore more attractive. The
effect of aura is said to be most
powerful around the head than
in the rest of the body. The higher
the hair the closer to god.

44. Christians put the halo above the head to symbolise sainthood
and spiritual power. Kings put crowns, to reflect “the divinity of
gods” and the “fertility of crops”. Volume, radiance, motion,
automatically attract our gaze, and connote youthfulness.
Children have more fair hair. Hair is dyed to deny the evolution
of the body, the passage of time. Softness, silkiness reinforce
youthfulness further.

45. The feeling of isolation, the
freedom from clothes, the
distinctive qualities of water,
the release from reality while
washing makes us feel
children again. A gentle and
pure shampoo breathes in
peace of mind, and breathes
out happiness and joy.

46. The shampoo does not
only clean our hair, but
it also penetrates the
mind to cleanse any
mental pollution while
its foam reassures us.

47. Cleansing is something that
washes away the surface of
the skin. Purity refers to a
quality of being. Cleanliness
in our mind is confused with
purity. We buy shampoos to
restore what others have
taken away.

48. After bathing
people are cleaner
in a moral as well
as a physical sense

49. Baptism is a sort of washing. Rising
from the water is the symbol of a
new beginning, a new birth.

50. SENSUALITY: Like earth,
hair grows, it can be
harvested but it will rise
again. As a result, we
have always thought of
it as a sign which
symbolises from afar the
fertilizing power of the
body and of the mind,
sexual ability, readiness,
availability and peak
reproduction age.

51. Hair’s movement and
volume evoke the allure of
femininity. To a great
extent attractiveness is
biologically determined.
Attractive is someone at a
high peak of reproductivity,
in other words in the peak
of health.

52. Important changes in
our sexual life are all
accompanied by major
changes in our hair
style. The appearance of
pubic hair coincides with
puberty.

53. Hair’s shape and ability to grow is
convenient for psychologists to attribute
phallic significance and associate its
cutting with a symbolic castration.

54. Hair’s strength is a sign of life,
as is the reproductive power of
a woman. In the fairy tale,
Rapunzel drops her long,
strong, blond hair for her prince
to climb up the castle wall to
liberate her. Hair is a highly
charged emotive object
embracing color, shape, length,
texture, gloss, movement, and
scent that tease the senses.

55. In shampooing, the hands
naturally move over the
head. Water is an ideal
medium for the transfer of
the heat and cold, and as
such excites the billions of
nerve endings in the skin.
The urge to caress ourselves
is deep-seated. Moving
hands in and out the hair
and then all over our scalp,
pure pleasure is produced.

56. 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

57. 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.

58. 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

59. 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

60. 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

61. 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

62. 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.

63. 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.

64. 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

65. BRAND AVIATORS™ are trusted by some of the world’s
leading companies:

66. (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

67. 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: