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(Re)defining Perfume Brands Through Human Fundamentals

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This pioneering research redefines the way we market perfume. 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.

Publicada em: Marketing
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(Re)defining Perfume 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. Our psyche consists of a code
  7. 7. We are an ordered pattern of fundamental motives capable of generating life
  8. 8. 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
  9. 9. 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.
  10. 10. 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
  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 perfume are presented in a summarised form in order of increasing relative importance in line with their power to influence our buying decisions*
  13. 13. BALANCE: Why do we buy and use perfume? On an initial layer of motivation, wearing perfume makes us feel seasoned, intellectual, balanced personalities. Odours are the tools for intuitive and emotional knowledge of the world.
  14. 14. The immaterial nature of perfume, and its silent connection to our senses, makes it a mediator for the union of the mind and the body. As perfume has the capacity to modify our perception and consciousness, it has been used, throughout its history to achieve among other things harmony and nirvana.
  15. 15. VITALITY: More significantly, perfume saturates our senses and exacerbates our emotions, to focus on the immediate reality which is life. As Jacques Polge said, “without the sense of smell, we lose the appetite for life”. Odour is a call to live.
  16. 16. SELF-CONSTRUCTION: On a deeper level, as odours shape our perception, they play an essential role in the construction of identity. The natural function of odours is to reveal the presence of being in the environment.
  17. 17. Perfumes become part of our identity integrating our person. The perfume and its wearer become one, the one changing the other.
  18. 18. CONFIDENCE: Perfume allows us to say things we would not dare to, reinforces the ego and adds value to our personality. Perfume magnifies the personality in an absolute manner. Perfume reflects our ambitions and self-actualisation.
  19. 19. EXPLORATION: To be perceived, odour must in some way be unusual.
  20. 20. Perfume invites us to explore alternative values, strange, unfamiliar qualities. It helps test our borders, it liberates us from all boundaries.
  21. 21. CONTROL: Moving a step closer to the dominant motives driving the category, perfume is, intrinsically, a self- imposed signal used to manage our own body and the messages we send to others.
  22. 22. Perfume creates an aura that can serve to bring others closer or keep them at a distance.
  23. 23. INSOLENCE: Scent is intrinsically subversive, bypassing the thalamus to reach the most ancient parts of our brain. Perfume exercises a suave seduction.
  24. 24. No matter how civilised we are, our first reaction to perfume is primal and uncontrollable. In our universal imagination perfume is suspicious, intoxicating, a vice that enables us to express our irreverence.
  25. 25. DESIRE: The sense of smell, is the sense of intimacy. Perfume triggers desire by its own presence. It sends the message of availability. Biologically, if we cannot smell, we cannot fall in love. Perfume is penetrating, producing a sensory shock, a complete sensorial experience followed by a psychological shock.
  26. 26. Perfume touches the skin, the largest and deepest of our organs. This blending of skin and perfume can trigger passions.
  27. 27. SECURITY: Even more significantly, embedding the capacity of perfume to provide stability, predictability, certainty, protection from change on a ritualistic basis, some of the most successful brands make us unconsciously feel able to be continually reborn, and to exclude ourselves from the march of time.
  28. 28. The natural function of odours is to warn us against dangers in the immediate environment.
  29. 29. It is not accidental that perfume itself is the most intense form of recollection. As it turns back the clock, it transports us to better places.
  30. 30. TRANSITION: On the innermost layer of human motivation, perfume is the epitome of change. Perfume has the powerful capacity to stir emotion within ourselves and others at a subliminal level. Throughout its history, perfume has been connected to the transcendence of the everyday life.
  31. 31. Perfume (per fumum, through the smoke) of all substances is the one that is closest to the material consistency of thoughts or dreams. It catches our attention, it enchants us and it alters our perceptions. Perfume viscerally transfers our entire being in an instant in time and place.
  32. 32. 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
  33. 33. 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.
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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.
  39. 39. 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.
  40. 40. 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
  41. 41. BRAND AVIATORS™ are trusted by some of the world’s leading companies:
  42. 42. (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
  43. 43. 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