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(Re)defining Lipstick Brands Through Human Fundamentals

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This pioneering research redefines the way we market lipstick. 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 Lipstick 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 lipstick are presented in a summarised form in order of increasing relative importance in line with their power to influence our buying decisions*
  13. 13. SOCIABILITY: On an initial layer of motivation, what makes lipstick sell rests in its communicative nature, its capacity to connect us with others. Our mouth invites interaction. In fact, orality plays a founding role in our relationships with others.
  14. 14. Lipstick transforms one from one’s private to our public self. Through the lipstick one can participate in a dream identity shared by millions all over the world.
  15. 15. INTELLECTUALITY: More significantly, lipstick gives the impression that it helps punctuate the logos and orientate the mind. An organ of speech (logos, verbum) and of breath (pnoe, spiritus), the mouth is the symbol of high conscience and reason.
  16. 16. We unconsciously believe that thoughts are uttered from our mouth through words
  17. 17. ORDER: Lipstick enables us to mark our territory. By marking limits and defining boundaries, we advertise the meticulousness of personality, we put some order in our life.
  18. 18. Ranking is connected with time dedicated to oneself, to self- pampering and indulgence. Lipstick signifies a taste for the good life.
  19. 19. SELF-EXPRESSION: Proceeding into a deeper layer of motivation, wearing lipstick is an outlet for creativity.
  20. 20. Highly visible, affecting not only the characteristics of our face but mainly our psyche, the particular characteristics of our personality, lipstick is the convenient means to paint our self-portrait
  21. 21. With our lips we talk, we bring forth. In talking we are giving birth.
  22. 22. CARE: On yet another layer of motivation, embodying the caring and protective nature of lipstick some of the most successful brands help us feel cared for and understood. Without lipstick people feel exposed in public.
  23. 23. TRANSFORMATION: No other single item has the power to transform appearance and mood, to give a new identity, to cast a spell, to transcend quite as dramatically as a lipstick.
  24. 24. Our mouth has always been considered the aperture through which the world intrudes and through which its representation comes out, and today as ever, it represents the open sesame of seduction, the theatre of life.
  25. 25. PLAYFULNESS: As lipstick helps us externalise emotions at the moment they are felt, seizing every instant, we feel newly attuned to the richness of life. As there’s no life without breath, the mouth itself comes to symbolise life. It laughs, enjoys, invites interaction. Lips themselves are symbols of life.
  26. 26. Thus, by brightening lips, a lipstick promises to brighten our life. Lipstick gives vivacity to the face and lifts the spirits. We make of it a remarkable antidepressant that makes us see the world in a more optimistic way.
  27. 27. REBELLIOUSNESS: Embedding the impudent and obsessive nature of lipstick, some of the most successful brands make us feel irreducible, obstreperous, and formidable transgressors. It is no accident that the original sin symbolically came through the mouth.
  28. 28. In tasting the world, we lost our innocence. It is through the mouth that human beings receive their first pain from the milk that is not forthcoming.
  29. 29. Once you try lipstick on, there is no turning back. The way it looks and feels, the ritual of putting it on and especially its effects make lipstick nothing less than a formidable drug.
  30. 30. REASSURANCE: On a more profound layer of motivation, wearing lipstick helps us build a secure domain of self- sufficiency, an individual dimension of space-time, allowing us to remove ourselves from the march of time and making us unconsciously feel able to be reborn again and again
  31. 31. The lips and other tissues of the mouth are delicate and sensitive zones, the first experiencing part of the body in infancy: Through the basic satisfactions in feeding, oral sensations develop great significance
  32. 32. By applying lipstick, women are achieving an infantile look, mimicking the swollen lips of a nursing infant
  33. 33. DESIRABILITY: The mouth is a primary erogenous zone, an area of permitted sexuality. The infant derives pleasure from oral stimulation through gratifying activities such as tasting and sucking. Throughout our life, our mouth continues to be an instrument of erotic pleasure.
  34. 34. Lipstick is intrinsically meant to attract attention to the most sexual part of the face
  35. 35. The sound of clicking, the feel of the colour, the scent, the taste and the texture on the lips are intrinsically pleasurable. Lipsticks are made to feel good.
  36. 36. WILLPOWER: On the innermost layer of human motivation, lipstick is the carrier of a huge responsibility: It fuels our willpower, helping us to express ownership and impress others and even ourselves.
  37. 37. Lipstick assembles all the dimensions of the personality into one strong focal point
  38. 38. Our mouth is the place where opposition and argumentation are articulated
  39. 39. Lipstick acts as a highlighter, it amplifies the message
  40. 40. Lipstick is a declaration. No other cosmetic can have such impact: It conquers our demons, whatever they may be. It scares competitors and challenges the gods.
  41. 41. * 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 *
  42. 42. Having used the same approach in a consequent manner, I have traced the motives underpinning buying behaviour in over seventy global categories of goods and services all the way back to their biological values, in turn developing the most integrated model for engaging people today CONNECT CONTROL The wheel of motives™ GROW CARE BALANCE DESIRE FEEL SAFE SEEK PLAY CREATE DEFY TRANSFORM TM
  43. 43. 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.
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. 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
  48. 48. 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.
  49. 49. 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.
  50. 50. 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
  51. 51. BRAND AVIATORS™ are trusted by some of the world’s leading companies:
  52. 52. (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
  53. 53. 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