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(Re)defining Trainer Brands Through Human Fundamentals


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Did you know that we buy trainers because they act as self-maximisers, potential enhancers, means of halting the aging process, therapeutic devices, signs of freedom, personality transformers, character compliments, artistic manifestations, measures of perfection, means of self-discipline, life shapers, epitomes of informality and equality, and desire builders? Did you know that we prefer trainers because they make us feel formidable combatants, unbeatable winners, strong, adequate, in control, intelligent, balanced, part of the family of athletes and runners and unconventional? This pioneering research cracks the code of buying behaviour related to trainers and puts forward a framework for shaping brand strategy and for growing revenue.

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(Re)defining Trainer 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. 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 buying trainets are presented in a summarised form in order of increasing relative importance in line with their power to influence our buying decisions*
  13. 13. DESIRABILITY: On an initial layer of motivation we prefer trainers because by exercising, we get a better looking body. A beautiful body connotes youth and high reproductive potential.
  14. 14. While psychological characteristics take time to discover, physical features are immediately obvious in a person. Physical exercise or just thinking of the results of it is intrinsically pleasurable. Trainers make us feel more attractive even if we never exercise.
  15. 15. PLAYFULNESS: Proceeding into a deeper layer of motivation, while in the real world life plays with us, in training we play with life.
  16. 16. Physical exercise releases endorphins, the best antidotes to depression
  17. 17. TRANSFORMATION: More significantly, what motivates people to buy trainers is that putting them on, somehow changes our mood: We feel light and still strong, on the earth yet flying at the same time.
  18. 18. Trainers are viewed as magical objects that endow their owners with supernatural forces. Technology and fashion transform our personality.
  19. 19. EXPRESSION: Embedding the capacity of the trainers to express our style, some of the most successful brands mark trainers’ essence of being artistic manifestations as their own territory.
  20. 20. In trainers the brand is more obvious than in clothes, making them ideal moving displays of the self, the “automobile for the poor”. With their huge number of types and even the possibilities to be tailor-made they complement our character.
  21. 21. CONTROL: Moving into a deeper motivation, successful brands of trainers put us in control of our life. How far we can run is one sector of our life over which we can prove that we can exert control. By being in total charge of the shape of our body, we feel in total control of our environment.
  22. 22. BALANCE: On a deeper layer, physical skills are directly linked to mental capacity. Strenuous exercising deepens our character. And, as we have known since at least the ancient Greeks a healthy mind lives in a healthy body.
  23. 23. Preparation and patience can lead to perfect balance with the aid of science and technology
  24. 24. Despite the fact that a large percentage of those produced never end up in athletic use, “implied performance” makes us feel part of the family of athletes and runners
  25. 25. EQUALITY: Trainers are the epitome of informality, accessibility
  26. 26. Wearing the same shoes as the superstars, we make our own contribution to their triumph, the breaking of records.
  27. 27. FREEDOM: Trainers are naturally associated with freedom of movement and liberation of the spirit.
  28. 28. When we run we feel free. The dream to fly is one of the most ancient and universal human dreams.
  29. 29. REBELLIOUSNESS: Trainers are associated with unconventionality, irreverence, and even annihilation and waste
  30. 30. Powerful chemicals are released during strenuous activity, our natural painkillers. Endorphins do not alter pain signaling per se, they just alter the pain experience. They do not necessarily eliminate the pain; they just make us not care about it. In essence, they get rid of the emotional part. This explains our love for pain.
  31. 31. SECURITY: Trainers give the impression of continuous action which can be one of the walls we erect around ourselves to hide behind: as long as we run we feel safe. We go outside these walls only when we consider it safe enough. Racing ourselves towards that non-existent finish line, we relax only just before we drop dead, seeking to fill every minute in order to avoid meeting ourselves.
  32. 32. The pain that comes through the effort confirms that we have effectively executed our task. What we deep down search for is eternal adolescence.
  33. 33. WILLPOWER: On the deepest level of human motivation about trainers, rests our biological predisposition for continuous growth. Activity is significant for our survival and brings a sense of purpose. Physical self-improvement evokes visions of personal experience of growth.
  34. 34. Breaking time records we feel that eventually, we will gain immortality. In our mind, good shoes help us win the race. By association, fantasies about athletic possibilities extend to all possibilities in all areas of life: Along with the race we win life. As the sense of accomplishment exhilarates, we are reassured that we can overcome all obstacles, push ourselves to any extremes, in pursuit of our goals.
  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 mapping • Mapping the meaning people derive from the category • Deconstructing the meaning systems of the brands • Tracing underexploited territories and meaning- saturated areas
  39. 39. 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
  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. BRAND AVIATORS™ are trusted by some of the world’s leading companies:
  43. 43. (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
  44. 44. 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