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(Re)defining Underwear Brands Through Human Fundamentals


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Did you know that we buy underwear because it acts as a bodyguard, a refuge and sanctuary, performance enhancer, means of self-exploration, personality shaper, instrument of torture, dangerous encounter, mood modifier, formidable teaser, multifunctional suggestion, foundation of personal life and balancer, instrument of support and distance keeper? This pioneering research cracks the code of buying behaviour related to underwear and puts forward a framework for shaping brand strategy and for growing revenue.

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(Re)defining Underwear 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 shoes are presented in a summarised form in order of increasing relative importance in line with their power to influence our buying decisions*
  13. 13. CONFORMITY: On an initial layer of motivation, we wear underwear because everyone else does. Today underwear has become an “equal opportunity”.
  14. 14. To become an equal member of society, one of the abstract majority, we have to perform the right kinds of practices, and experience the right kinds of pleasure.
  15. 15. BALANCE: More significantly, underwear has a lot to do with the correct posture of the body. The right underwear makes us feel knowing and experienced. Underwear constitutes a wise purchase, one that is worth the investment.
  16. 16. PROTECTION: On an even deeper level of motivation, undergarments act as bodyguards. As they are the final barrier to the fully nude body, without them we feel physically and psychologically exposed.
  17. 17. SELF-CREATION: Underwear helps us express ourselves in a particular way. The eternal feeling that we are imperfect makes us search for ways to redesign our body. Underwear, sculpts the body and makes us feel as if we are a work of art ourselves.
  18. 18. EXPLORATION: More significantly, in embodying the capacity of underwear to help us seek release from boredom, some of the most successful brands claim the essence of underwear to make us explore the body and feelings as their own.
  19. 19. By its clandestine nature, underwear allows the wearer to be released from social boundaries and explore his/her own instead
  20. 20. Underwear favours a process of invention, permitting us to use our body as a possible source of numerous pleasures
  21. 21. INNOCENCE: Even more significantly, embedding the capacity of underwear to intrinsically protect our modesty, some of the most successful brands mark the essence of underwear to help us find comfort within as their own territory
  22. 22. Underwear by its very nature is a delicate item, brevity is its essence
  23. 23. Purity and fragility attract us as we get a feeling that something “new” has been created only for us
  24. 24. PLAYFULNESS: On an even more profound layer of motivation, underwear sells because it involves serious fun. Underwear teases and flirts its way into our minds. Underwear adds detours, delays, exuberance to satisfaction. Satisfaction brings with it the extinction of desire.
  25. 25. PERFORMANCE: Moving another layer closer to the motives that dominate the category, the reason we buy underwear is the power it confers on us. Underwear firms up, solidifies the body and never lets us down at critical moments.
  26. 26. The right underwear makes us think of success and then the desired outcome always results in some way. As self- acceptance radiates outwardly, confidence is sexy.
  27. 27. ORDER: With confidence comes control. We buy underwear because it symbolises neatness. Underwear disciplines and controls the body. It helps us keep a distance. Expensive underwear makes the wearer feel a distinctive person.
  28. 28. DISRUPTION: With discipline comes torture. Still another motive for buying underwear is its underlying capacity to raise and solve conflicts.
  29. 29. Throughout history people have worn clothes and accessories that restrict the movement of the body
  30. 30. Strategically torn tights, handcuffs and silk ties restraining the limbs evoke an inactive status. A pale complexion, slow languid movements and a hint of bondage trigger one’s conquering feelings.
  31. 31. In discipline we experience fear, even terror, then exhilaration: the spectrum of sensation, arousal and discomfort are intimately connected
  32. 32. DESIRABILITY: A deeper reason we buy underwear is to feel its intricate architecture of desire, its sensual balance of elastic forces and potential energy bound against our vulnerable flesh.
  33. 33. Underwear touches our body and complements its movement, it has its own smell, colour, form, design, fabric and sound. Deferred gratification is no sacrifice of pleasure but a state of increased excitation, at once frustrating and enjoyable.
  34. 34. TRANSFIGURATION: On the innermost layer of human motivation, a piece of underwear changes the perception of one’s own body, changes oneself: The wearer becomes her or his own fantasy.
  35. 35. As it strategically reveals, conceals, and highlights the wearer’s form, underwear has an intrinsically miraculous aptitude to render the absent present by its own negation.
  36. 36. 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
  37. 37. 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.
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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.
  43. 43. 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.
  44. 44. 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
  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