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(Re)defining Toy Brands Through Human Fundamentals

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Did you know that toys act as masters of transformation, transition mediators, cosmic manipulators, vehicles for imagination, conscious illusions, psychic integrators, life balancers, outlets for aggression, conflict solvers, primal comforters, islands of happiness, guarantors of youth, rule breakers, revolution instigators, life framers, uncritical companions, objects of care, caregivers, psychological nourishment, silent companions, mind feeders, thought instigators, action generators, tools of development, means of self-assertion, laboratories of the possible, creation triggers, expressions of individuality, personality constructors, writers of our destiny, vital experiments, world reinventors, freedom inducers? Successful toys have the ability to create frenzy, euphoria, exhilaration, exultant joy, gaiety, gladness, and laughter that absorb us completely, intensively, and tumultuously. Understand the deep motives underpinning our toy buying behaviour and build toy brands and narratives that engage people at a profoundly human level.

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(Re)defining Toy 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 toys are presented in a summarised form in order of increasing relative importance in line with their power to influence our buying decisions*
  13. 13. CONTROL: On an initial layer of motivation, toys give us the opportunity to exert a greater control over our environment, and even momentarily to be authors of our destiny
  14. 14. Toys frame the owner as an individual. Acting as objects and subjects at the same time, they condition our behaviour through the meaning and values that are imbued in them.
  15. 15. DISRUPTION: More significantly, we buy toys because they help us defy negative and too powerful forces inside and outside us and create our survival space. In essence, play is a psychic exercise which prepares us to welcome life’s happiness and sadness, triumphs and defeats.
  16. 16. Toys help us step outside normal life, bend rules, break normal patterns. Toys overturn the normal order of values.
  17. 17. CARE: Inherently small and helpless, dolls, teddy bears and other babies and fragile creatures, need our loving care to survive, effectively arousing our care giving instincts. Our mind is shaped in such a way that the more one seems to need us, the more we love him/her.
  18. 18. COMPANIONSHIP: On a deeper level, toys are the relational items par excellence. Toys are always available and provide their love freely and unconditionally. Toys help us connect with others and they become themselves our real companions.
  19. 19. INTELLIGENCE: Toys have the capacity to feed the mind and make us more well- rounded. They prompt human thought, they educate us they make us smarter.
  20. 20. Toys as the artifacts of play help us to unify our personality, they give us a sense of balance in life. As Schiller and many other thinkers believed, we are only wholly humans when we are playing.
  21. 21. ACHIEVEMENT: Toys are tools of development and a means of self-assertion.
  22. 22. As toys are agents capable of having an effect and as we get great pleasure in anything we can do effectively, toys promote the greatest growth in every living person.
  23. 23. CREATIVITY: Toys help us create and express our individuality. In play children use all their being, from instincts to acts, feelings and thoughts.
  24. 24. As all their personality is expressed they, ultimately, create a world infinitely richer and more complete than reality exemplified through the strikingly common wellspring of similarities in concepts of masterpieces and children’s fantasy play.
  25. 25. REASSURANCE: Moving closer to the dominant motives, toys make us feel safe and happy.
  26. 26. Toys represent a source of comfort – something to turn to
  27. 27. They are small, cosy, placid, totally predictable and thus they easily become vehicles of affection and consolation. With them children keep reality at bay and take the space to grow at their own pace.
  28. 28. EXPERIMENTATION: Toys help us seek everything that is interesting in existence
  29. 29. Play is anticipation, expectation, arousal, excitement, stimulation, arbitrariness, incompleteness, thrill, risk, curiosity, search, novelty of experience, an attempt to diversify
  30. 30. Toys are exploratory items that help us satisfy our instinct to “try-out” life
  31. 31. They trigger vital experiments that open doors out onto the limitless world
  32. 32. TRANSFORMATION: One of the deepest motives for buying toys is their transitory nature, their very capacity to be vehicles for the imagination.
  33. 33. Play extends the settings and expands the present. As is the case in every ritual, in play there is always transition. Play is a metaphoric action, a suspension of disbelief, which involves a transformation of the physical world. It is a threshold, a passageway to alternative worlds.
  34. 34. Children and adults alike, eliminate reality to see what cannot exist for the time being. Toys play the role of the mediators in the transition and encourage pretend and make-believe play.
  35. 35. JUBILANCE: On the deepest layer of human motivation, toys help us express our exuberant nature, our very motive to exalt life. Play is autotelic, the end in and for itself.
  36. 36. Successful toys enable us to take possession of the wholeness of life. Capturing the intimacy of the moment, they introduce us to the ecstatic play of the world.
  37. 37. Toys have the ability to create frenzy, intensive pleasure, euphoria, exhilaration, exultant joy, gaiety, gladness, and laughter that absorbs us completely, intensively, and tumultuously
  38. 38. 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
  39. 39. 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.
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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.
  45. 45. 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.
  46. 46. 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
  47. 47. BRAND AVIATORS™ are trusted by some of the world’s leading companies:
  48. 48. (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
  49. 49. 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