This pioneering research redefines the way we market technological products. 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.

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

13. PLAYFULNESS: On an initial
layer of motivation, what makes
technology sell is its whimsical
and vivacious nature. We
experience technology as
entertainment, amusement,
recreation and diversion.

14. Technology is not just a response to our
needs. It is a product of our capacity to
play and one of the things that helps us
maintain our youthful spontaneity.

15. PROTECTION: More
significantly, as the world
is intrinsically full of
potential catastrophe,
technology promises to
come to our rescue: It acts
as an emotional support,
defensive shield and
refuge.

16. By its nature, technology
makes us feel that we
protect ourselves and
others

17. INTELLECTUALITY: On a deeper
level, technology promises to help
us understand and balance our life
and grab the bigger picture

18. Technology is, intrinsically,
a means of knowing

19. CONNECTEDNESS: Technological artifacts offer down to earth,
tangible solutions that eventually become our friends and
partners. When a new gadget is launched, all of a sudden, we
have something to discuss and connect and bond with each
other.

20. By its very nature, technology
is decentralizing, egalitarian,
democratic, it makes things
accessible to masses

21. INDEPENDENCE: Going into deeper motivation,
what makes technological items sell, is their
promise to help us escape and prevent boredom,
satisfying our desire for the new and the different,
our attraction to risk and uncertainty. Intrinsically,
we live technology as a liberating power.

22. Technology expands
possibilities, it makes us
feel mobile, nomads
again. It is compatible
with the essence of
adventure, the
unrestrained frontier
exploitation.

23. SECURITY: We buy so many technological products to
reassure and console ourselves surrounding us with
powerful and predictable forces and to make our
world run smoothly

24. Technology makes the
world feel safer. It gives
us the illusion that it can
solve all our problems.

25. EXPRESSION: By its very nature,
technology is a creative force

26. Technology helps us
personalise space and
time, claiming our
separate identity

27. DISRUPTION: On a yet more
profound layer, technology
is a disruptive agent, a
revolution which subverts
everyday life. Through
technology we reconfigure
our relationships and
challenge authority.

28. EMPOWERMENT: A deeper motive
underpinning our consumption of
technological products is their capacity
to amplify human power, magnify our
potential, reassuring us about the
power to accomplish.

29. Technology
represents will-to-
power, achievement
and aspiration,
progress and
purpose

30. CONTROL: Moving on to
a deeper motivation,
technological products
help us to impose our
organization on our
surroundings, frame the
world. Machines may
incorporate effectiveness
and have power but they
have no purpose. They
just obey their masters’
intentions.

31. Technology acts as a
convenient servant for
humans who take the
opportunity to surround
themselves with an array of
stand-by objects ready to
follow their instructions

32. TRANSFORMATION: On the
innermost layer of human
motivation, technology supports
the tendency of humans to go
quicker than their causes and to
catch them up in order to cancel
them in a whirling mode of
extinction. Technology multiplies
humans in space and time allowing
us to try on different characters to
see who we may really be.

33. Technology promises and
delivers instant results with very
little effort. By pressing a button
impossible things happen

34. Using the forces of the
universe to frantically
change our lives, technology
transforms everything
transforming itself

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. 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. 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.

43. Check the similar ones
Brands and concepts developed
through The Wheel Of Motives™
are heartfelt, and profound

44. Above all, by founding brand
strategy on our fundamental
human motives, and by
embedding Intrinsically
Engaging Narratives™ 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. BRAND AVIATORS™ are trusted by some of the world’s
leading companies:

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. 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