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(Re)defining Technology Brands Through Human Fundamentals


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This pioneering research redefines the way we market technological 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 Technology 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 technological 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 layer of motivation, what makes technology sell is its whimsical and vivacious nature. We experience technology as entertainment, amusement, recreation and diversion.
  14. 14. Technology is not just a response to our needs. It is a product of our capacity to play and one of the things that helps us maintain our youthful spontaneity.
  15. 15. PROTECTION: More significantly, as the world is intrinsically full of potential catastrophe, technology promises to come to our rescue: It acts as an emotional support, defensive shield and refuge.
  16. 16. By its nature, technology makes us feel that we protect ourselves and others
  17. 17. INTELLECTUALITY: On a deeper level, technology promises to help us understand and balance our life and grab the bigger picture
  18. 18. Technology is, intrinsically, a means of knowing
  19. 19. CONNECTEDNESS: Technological artifacts offer down to earth, tangible solutions that eventually become our friends and partners. When a new gadget is launched, all of a sudden, we have something to discuss and connect and bond with each other.
  20. 20. By its very nature, technology is decentralizing, egalitarian, democratic, it makes things accessible to masses
  21. 21. INDEPENDENCE: Going into deeper motivation, what makes technological items sell, is their promise to help us escape and prevent boredom, satisfying our desire for the new and the different, our attraction to risk and uncertainty. Intrinsically, we live technology as a liberating power.
  22. 22. Technology expands possibilities, it makes us feel mobile, nomads again. It is compatible with the essence of adventure, the unrestrained frontier exploitation.
  23. 23. SECURITY: We buy so many technological products to reassure and console ourselves surrounding us with powerful and predictable forces and to make our world run smoothly
  24. 24. Technology makes the world feel safer. It gives us the illusion that it can solve all our problems.
  25. 25. EXPRESSION: By its very nature, technology is a creative force
  26. 26. Technology helps us personalise space and time, claiming our separate identity
  27. 27. DISRUPTION: On a yet more profound layer, technology is a disruptive agent, a revolution which subverts everyday life. Through technology we reconfigure our relationships and challenge authority.
  28. 28. EMPOWERMENT: A deeper motive underpinning our consumption of technological products is their capacity to amplify human power, magnify our potential, reassuring us about the power to accomplish.
  29. 29. Technology represents will-to- power, achievement and aspiration, progress and purpose
  30. 30. CONTROL: Moving on to a deeper motivation, technological products help us to impose our organization on our surroundings, frame the world. Machines may incorporate effectiveness and have power but they have no purpose. They just obey their masters’ intentions.
  31. 31. Technology acts as a convenient servant for humans who take the opportunity to surround themselves with an array of stand-by objects ready to follow their instructions
  32. 32. TRANSFORMATION: On the innermost layer of human motivation, technology supports the tendency of humans to go quicker than their causes and to catch them up in order to cancel them in a whirling mode of extinction. Technology multiplies humans in space and time allowing us to try on different characters to see who we may really be.
  33. 33. Technology promises and delivers instant results with very little effort. By pressing a button impossible things happen
  34. 34. Using the forces of the universe to frantically change our lives, technology transforms everything transforming itself
  35. 35. * 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 *
  36. 36. Deep category understanding is just the first step in creating engaging narratives. To build a proposition that is intrinsically engaging, the brand must germinate the bare motives that drive the category in a unique and profoundly human way.
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. 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.
  42. 42. 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.
  43. 43. Check the similar ones Brands and concepts developed through The Wheel Of Motives™ are heartfelt, and profound
  44. 44. 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
  45. 45. BRAND AVIATORS™ are trusted by some of the world’s leading companies:
  46. 46. (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
  47. 47. 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