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(Re)defining Watches Brands Through Human Fundamentals

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This pioneering research redefines the way we market watches. 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 Watches 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. Successful brands coherently express the very patterns of our psyche
  12. 12. The motives for buying watches are presented in a summarised form in order of increasing relative importance in line with their power to influence our buying decisions*
  13. 13. INTELLECTUALITY: On an initial layer of motivation we buy watches because of their intrinsic qualities of sophistication and intellectuality. Watches make us look more cautious, expert, even smarter. Time experienced as movement sharpens judgment.
  14. 14. Taking one’s time, slowing down, one takes deeper decisions. Is not the secret of our life to balance our overactive mind and with the slow pace life needs, to balance emotion with logic, the affective with the cognitive?
  15. 15. CONNECTEDNESS: Proceeding into a deeper layer of motivation, what boosts sales of watches is our need to bond.
  16. 16. We all share time in equal measure and distribution. Time is always with us, keeping us good company.
  17. 17. We are part of global collective time
  18. 18. Watches help us synchronize ourselves with the world
  19. 19. SECURITY: Even more significantly, embedding the capacity of watches to measure the instances we live, some of the most successful brands mark the essence of watches to reassure us about our own existence as their own territory.
  20. 20. As time is an instance continuously new, perpetually renewed, our life is renewed every second
  21. 21. The movement of the minute hand and the suggestion of the heartbeat of the ticking make us feel safe. As the heart beats inside the shining watch the case should be hard to protect it from all types of external dangers.
  22. 22. Everyday obligations are stressful but capturing and substantiating time in specific units through a watch, we feel comforted
  23. 23. TRANSFORMATION: It is the function of watches to enable us to master and consume time rendering it discontinuous and classifying it. Indeed, watches immobilise time in instances. They freeze it into abstract, empty hours, minutes, seconds and a succession of “nows”.
  24. 24. Watches serve us to capture the concrete moments of our life, the moments we are really alive. They help us convert instants into life.
  25. 25. By involving ourselves in the process of time and space movement we intervene in the universal movement of time, the imperishable magician. What we actually wear are the very workings of the cosmos.
  26. 26. DISRUPTION: More significantly, what makes watches sell is our need to destroy time. Time is an eliminative movement which reverses the course of things. To live, is live and die every moment.
  27. 27. Our mind makes of watches the symbols of insatiable time which devours everything. In our collective memory they are registered as monsters with grinding teeth, chewing up the seconds or spitting them.
  28. 28. When we catch sight of a clock the spell of the moment is shattered
  29. 29. EXPRESSION: Moving closer to the motives that dominate the category, what boosts sales of watches is their capacity to communicate personal interests and style. Watches make us feel that through them we fertilise time instead of killing it.
  30. 30. In our mind, time started from the creation of the world. The awareness of creation is awareness of the efficiency of time.
  31. 31. We only live through time that has content. Our works can beat time. Inherently instruments of creation with continuous visibility to us and the others, watches are prime objects of self-expression.
  32. 32. EXPLORATION: We experience time as movement by or towards an observer. What makes watches successful is their capacity to help us test borders, living on the verge of time.
  33. 33. Watches help us expand what we can live in an instant, living at the edge of time, experiencing novelty and variety. Through new experiences, life seems to be extended.
  34. 34. SPONTANEITY: Proceeding into a deeper layer of motivation, what makes us buy watches is the feeling that they can intensify the instant, filling it with as much life as possible.
  35. 35. As time is the texture of life, we essentially live through the intensity of the moments. In between time is non-existent, we do not remember it.
  36. 36. Every single moment is worth a lifetime. Life is now, the watch is ticking. The “later” does not exist, the “later” will never come.
  37. 37. Watches cannot measure immobile time, the instants we do not live. Watches spur us to seize the moment. It’s up to us to enjoy a rich experience of time.
  38. 38. ACHIEVEMENT: Apart from instances, time is duration. Duration per se creates not only realities, but also possibilities. The watch fills time by ensuring that something happens – it organises itself around the event.
  39. 39. ACHIEVEMENT: Apart from instances, time is duration. Duration per se creates not only realities, but also possibilities. The watch fills time by ensuring that something happens – it organises itself around the event. A moment itself can achieve historic proportions. To live by the clock is synonymous to success. Watches sell because they enable us to mix duration with action. A moment itself can achieve historic proportions. To live by the clock is synonymous to success. Watches sell because they enable us to mix duration with action.
  40. 40. Watches make us feel heroes who achieve things against time, surpass time, break records - unlike simple people who let time pass. Dependable, ever vigilant, watches have speeded up the rhythms of nature. They make us live the moments with heightened alertness.
  41. 41. CONTROL: On the deepest level of human motivation, we invented time to order our existence
  42. 42. Watches keep, record and measure time breaking it into manageable units. By connecting time to our body, watches superimpose measurement into the unknown and give us the sense that we keep time and our life under control.
  43. 43. Being tools that control uncertainty, watches make us feel in control of the forces of chaos and anarchy. As time is a resource to be managed, lack of time acts as a sign of status.
  44. 44. The quality of the watch symbolises the quality of the time of its wearer. We want to believe that all humans are not equal before time and death.
  45. 45. * 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 *
  46. 46. 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.
  47. 47. 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
  48. 48. Phase 1: Psychographic mapping • Mapping the meaning people derive from the category • Deconstructing the meaning systems of the brands • Tracing underexploited territories and meaning-saturated areas
  49. 49. Phase 2: Brand (re)definition • Liberating the core of the brand from its nonessential elements • Mobilising the core to give a unique answer to what consumers have always wanted from the category
  50. 50. 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
  51. 51. 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.
  52. 52. 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.
  53. 53. 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
  54. 54. BRAND AVIATORS™ are trusted by some of the world’s leading companies:
  55. 55. (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
  56. 56. 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