Did you know that coffee acts as a universal connector and mood modifier? Its wholesomeness reassures us and instigates our daily rebirth. Its heretic essence enables us to indulge our darker side. Its ritualistic nature helps us define time and structure our day. Its strengthening capacity helps us conquer difficulties. Its warmth and voluptuousness is experienced in the same way as physical love. The intellectual activity it triggers makes it an ideal means of self-expression. Caffeine’s brightness increases understanding and speed of judgment. Its kick helps us sense our own aliveness. Coffee’s great variety, exotic provenance, and its association with breaks from the normal flow of events reinforce our sense of discovery. Its continuous presence nearby protects us from the insidious enemies of our environment. This pioneering research cracks the code of buying behaviour related to coffee and puts forward a framework for shaping brand strategy and for growing revenue.

1. (RE)DEFINING
COFFEE 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 coffee
are presented in a summarised
form in order of increasing
relative importance in line with
their power to influence our
buying decisions

13. PROTECTION: On an initial
layer of motivation, having a
cup of coffee close to us, acts
as a protective agent, against
the hostile environment and
insidious enemies.

14. ORDER: Coffee helps define
time, structure and measure
the rhythms of everyday
life, through well-defined
rituals. Punctuating our daily
life coffee helps us order our
day. Coffee enables us to
organise our thoughts.

15. In our collective imagination,
coffee improves the decision
making process. Aligning stress-
relax levels with the demands of
the moment we feel in control of
any situation. Since control and
ranking are interconnected, today
as always, quality coffee is
considered a privilege and a great
indulgence.

16. ESCAPE & EXPLORATION: More
significantly, what motivates us
to buy coffee is its capacity to
prompt our mind to roam freely.
Its exotic origins and huge
variety reinforces our sense of
discovery and helps us make a
break from alienating routine.

17. SOPHISTICATION: On a
deeper level,
incorporating the
capacity of coffee to
help us stop and think,
some of the most
successful brands of
coffee mark its
meditative essence as
their own territory

18. ALIVENESS: A deeper
motive for why we buy
coffee is its psychotropic
mood elevators, which
create a sense of
exhilaration. Coffee is
sharp and bright.

19. ART DE VIVRE: By
incorporating the
capacity of coffee to
encourage intellectual
activity appropriate for
creation some of the
most successful brands
claim the expressive
essence of coffee as
their own

20. SENSUALITY: The
voluptuous bean offers
us a rich hedonistic
experience

21. Intrinsically aromatic,
tactile, hot and creamy,
coffee satisfies like no
other beverage

22. TRANSFORMATION:
Coffee has the capacity
to modify our mood and
enhance the realm of
illusion. It is a small,
daily repeated miracle,
often several times a
day.

23. We feel dizzy and moody
before the first morning cup but
from the very first sip the mind
immediately begins to function.
With the second sip we become
another person.

24. SUBVERSION: Caffeine is
the most widely taken
psychoactive drug on
earth

25. We unconsciously
think that coffee is
harmful and we like
this. Throughout its
history, coffee has
been associated with
rebellion against
authority.

26. SECURITY: Coffee’s deep
comforting feeling sends the
message that there is hope
and more to come

27. At some time in the future,
we won’t have to work but
rather will be on perpetual
holiday

28. Coffee is continual rebirth and renewal,
the symbol of hope and youth. Each
day we recreate ourselves.

29. EMPOWERMENT: Coffee
is intrinsically strong
and substantial. It has
viscosity and weight. Its
taste is bold and robust.

30. Aiding us in our
industriousness and
being a stimulus to
greater effort, coffee
ends up being our fuel:
Coffee enables us to face
our problems.

31. Feeling busy gives the illusion
of activity. At the root of this
perception lies the
displacement of the calming
neurotransmitter adenosine,
by caffeine.

32. COMPANIONSHIP: On the innermost layer of human
motivation, we choose to have coffee for its convivial nature

33. Coffee’s demand of little attention,
time to prepare and be enjoyed, in
combination with its long lasting
odorants and stimulants, favour
hanging around and makes us think
that it possesses the ability to start
friendships and to revive old ones

34. Coffee satisfies our
unconscious desire to blend
ourselves with others, to
feel part of the universe

35. 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

36. 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.

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. 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. 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. 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. 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. 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.

43. 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

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

45. (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

46. 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