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BUILDING
BRANDS
THROUGH
INTRINSICALLY
ENGAGING
NARRATIVES™
Hi! My name is Constantinos
Pantidos and I believe that
companies could improve
people’s lives even more
effectively if th...
We do not just buy goods or services. By
integrating intrinsic functionality with
predefined meaning we create and
express...
On every occasion, our
mind recognises the
same guiding principles
that have enabled us to
survive and thrive
The world around us is
moulded by our mind
and bears its patterns
Our psyche consists of a code. We are an ordered pattern
of fundamental motives, capable of generating life.
The origins of our actions
are much deeper than we
often believe
In each of our actions we
confirm our capacity to live
What deeply engages us
always fulfils some
fundamental motive, the
evolutionarily-preserved
dispositions that have
shaped ...
To ensure we never forget their
importance, nature established an
array of systems in our brain and
made their satisfactio...
We come with an inborn propensity to fulfil our
biological nature. Our fundamental human
motives strive, by their nature a...
As they are inherently
gratifying, nature’s
incentives for living are
spontaneously pursued
for their own sake,
constituti...
At this fundamental level, needs
are profound, becoming the end
in themselves. No further reason
is needed for the pursuit...
In satisfying our
fundamental human
motives, we live life to the
fullest
The moments we live
profoundly, acquire
timeless substance. Our
sensory perceptions are
intensified, the
experience of the...
The inventiveness of our psyche is
remarkable, manifesting itself in an
unlimited number of ways structured
around a finit...
As abundant and
varied as our
emotions are, they all
stem from our
fundamental human
motives
Our fundamental human
motives constitute the most
direct, universal, persisting
and potent predictors of
human behaviour
Humans are multifaceted
animals – probably the most
multifaceted of all. To help us
survive and develop, nature
added new ...
Each motive is very
complex, evolving in a
continuum, in line with the
evolution of our brain,
triggering a wide range of
...
As we have a number of
mental guiding foundations at
our disposal that operate both
fairly independently of each
other and...
Since our fundamental human motives
are based on forces that have helped us
survive and grow, satisfying them
contributes ...
Our whole civilisation, social
institutions, belief systems,
various cultures, great human
values and the way we behave at...
Humans do not want to live a half life.
Life is whole only when all life forces are
experienced. The better we learn to
en...
We invent devices that
allow us to experience the
vital aspects of our nature
in ideal conditions, which
real life does no...
Brands are powerful carriers of
meaning that allow us to experience
our human heritage and put our world
in order
Substitutes may be preferable forms
of human experience. Profound
experiences can be painful. We
consume slices of life so...
We live through our
narratives, we are
literally our own
theories
Something has quality when
it releases the very life forces
Our mind imposes its structure
on every stimulus it receives
through the continuous
interchange between cognitive
and emot...
We conceive something
as a reason to rationalise
our actions
What we call concepts are
neural structures that allow
us to order and categorise
all stimuli around us
Concepts act as magnets if we have
found them to be of value in our own
personal endeavours towards self-
organisation, to...
We derive the maximum value from
narratives that are automatically
identifiable and viscerally classifiable as
evolving pa...
Without the intrinsic
concepts that
constitute the
brain’s guiding
foundations,
concepts that are
formed from
experience a...
Following the pathways our
mind uses to create reality
and by tapping into the way
emotions arise, our concepts
become ali...
Talking the language in
which our dreams are
written, narratives obtain
inner substance
Leading brands demolish
artificial segmentations
and invented boundaries
and sell to everyone
Successful brands
coherently express the
very patterns of our
psyche
The best narratives are
capable of generating life by
expressing our fundamental
human motives
The best narratives are naturally
triggered by the way we experience
the idiosyncratic characteristics of
everything aroun...
In this way, mere things in our environment obtain meaning
and offer opportunities for meaningful engagement
Leading brands translate
the essential natural
properties of products or
services into deeper layers
of meaning, symbolic
...
It is the inner architecture of the message that
touches our emotions and cognition. Our mental
reaction to the messages t...
Concepts based on
what connects us as
a species, give a
shiver of recognition
and immediate
pleasure
Increasing their intrinsic
attractiveness, acquiring
a congruent affective
value of their own,
brands and their
messages, ...
The continuous rediscovery of
the associations that drive us
towards the fundamentals of
life never bore us, leaving the
m...
Understanding the way the brand
and the category activate our
fundamental human motives, helps
develop engaging narratives
Biological Value Brain &
Body
Systems
Cognitive
Operations
Psychological
States
Human
Morality
Behaviour
Rewards
Engagemen...
Using, for the first time, a
multidisciplinary approach,
including brand communication
decoding, motivational
research, ps...
Beneath all the phantasmagoria of global
marketing communication, lies order and rhythm,
the source code of our human beha...
CONNECT
CONTROL
The wheel of motives™
GROW
CARE
BALANCE
DESIRE
FEEL
SAFE
SEEK
PLAY
CREATE
DEFY
TRANSFORM
TM
What follows i...
THE MOTIVE TO FEEL SAFE: To exist we must feel safe. If we do not feel
safe major systems in our brain are blocked. To exp...
Motive Main biological
advantages /
survival value
Possible
neurosystems
involved
Examples of
cognitive
operations
Main
ps...
THE MOTIVE TO SEEK. To continue to exist we
need to stir interest in life. Humans like the
familiar most of all because it...
Motive Main biological
advantages /
survival value
Possible
neurosystems
involved
Examples of
cognitive
operations
Main
ps...
THE MOTIVE TO PLAY: To live life for its
own sake is the essence of life. To fully
live, one must be fully present where
o...
Motive Main biological
advantages /
survival value
Possible
neurosystems
involved
Examples of
cognitive operations
Main ps...
THE MOTIVE TO TRANSFORM: To survive in an
ever-changing environment, humans must be
masters of change. Our capacity to cre...
Motive Main biological
advantages /
survival value
Possible
neurosystems
involved
Examples of
cognitive operations
Main ps...
THE MOTIVE TO DEFY: We only grow by
negating what exists already. When
reacting to sameness, to the standardised,
to the g...
Motive Main biological
advantages /
survival value
Possible
neurosystems
involved
Examples of
cognitive operations
Main ps...
THE MOTIVE TO CREATE. The mind does not
passively receive information; it is engaged in its
creation, it has a point of vi...
Motive Main biological
advantages /
survival value
Possible
neurosystems
involved
Examples of
cognitive operations
Main ps...
THE MOTIVE TO GROW: Life is growth. Humans
grow through goals. As we reach one objective,
we surge towards the next greate...
Motive Main biological
advantages /
survival value
Possible
neurosystems
involved
Examples of
cognitive operations
Main ps...
THE MOTIVE TO CONTROL: We become human
only by controlling our impulses and instincts,
abolishing animality. Reducing ever...
Motive Main biological
advantages /
survival value
Possible
neurosystems
involved
Examples of
cognitive operations
Main ps...
THE MOTIVE TO CONNECT: In both new-
born animals and humans, rejection
means death. We are social even before
we recognise...
Motive Main biological
advantages /
survival value
Possible
neurosystems
involved
Examples of
cognitive
operations
Main
ps...
THE MOTIVE TO DESIRE. Desire is pulse, vital
energy that calls us to continue to exist, to
enjoy the possible. Nature rewa...
Motive Main biological
advantages /
survival value
Possible
neurosystems
involved
Examples of
cognitive
operations
Main
ps...
THE MOTIVE TO CARE. Life is based on symbiosis.
As we constantly are, or feel, under attack from
unseen aggressions, there...
Motive Main biological
advantages /
survival value
Possible
neurosystems
involved
Examples of
cognitive
operations
Main
ps...
THE MOTIVE TO BALANCE. To survive means to
continuously monitor, understand and harmonise
the internal and external enviro...
Motive Main biological
advantages /
survival value
Possible
neurosystems
involved
Examples of
cognitive
operations
Main
ps...
THE WHEEL OF EVOLUTION:
Our whole civilisation,
social institutions, belief
systems, various cultures,
great human values ...
Having captured, for the first time,
our fundamental human motives at
the deepest levels of their
deployment, all the way ...
BRAND AVIATORS™ helps marketers
develop brands with a solid inner
architecture deeply rooted in the
fundamental human moti...
Phase 1: Map the territory
The first phase of the methodology deconstructs
the fundamental human motives driving the
sales...
Every element of the surrounding
environment takes its place in the
reality created by the human mind.
Everything around u...
To effectively sell our goods we have to understand the position they
hold in the fundamental order native to us. It is no...
Phase 2: (Re)define your brand
To be authentic and engaging, narratives must always be
sourced from the core of the brand....
Our fundamental human motives are like
bare patterns in any language. Successful
brands infuse the pattern, fertilising th...
What makes concepts and
goods alive is the fact that
they follow our thought
patterns. In thinking of them
and consuming t...
It is a process which
allows the life patterns
inside a person to flourish
Successful brands are
alive: we identify with
them and we make
them integral parts of
our life because the
language they u...
Incorporating life,
concepts become
themselves organic
ideas with instant
appeal
Phase 3: Enrich people’s lives
Powerful strategies require effective articulation
In this third phase, the
consumer proposition is
translated into ownable
experiences that make
us feel most alive
Everything around us that
stands the test of time, such
as the great myths, has
been written using our
primary emotions as...
Through talking the
language of ingrained
concepts, our original
human language,
narratives obtain
timeless substance
As we prefer brands that
favour the expression of
our personality in the
clearest and deepest
way, successful brands
follo...
Using the same code
developed by our mind to
reflect its own hierarchies
of meaning onto everything
around us, the unique
...
By giving people back the values by
which they experience life, the system
of values in society is attuned to the
coherent...
There is a direct correlation
between our fundamental
human motives and the
level of sales and profit
The leading brands of the future will be
those whose propositions come closest
to matching the inherent concepts of
our mi...
Diachronic research clearly
shows that the brands leading
their sector at any point in time
are the ones that most finely
...
Motivation is the main driving force behind all human behaviour.
By founding brand strategy on our fundamental human motiv...
Nothing fuels
creativity more than
understanding and
mobilising our
fundamental motives
and the rich
hierarchy of inherent...
The efficiency of communication budgets is maximised when
the authentic codes of the brand match the deepest motives
which...
Above all, by founding brand
strategy on our fundamental
human motives, and by embedding
Intrinsically Engaging Narratives...
To capture the deep
resonances that make
a brand successful,
and its consonances
with the category, a
profound knowledge
o...
What does your brand stand for?
BRAND AVIATORS™ are trusted by some of the world’s
leading companies:
(Re)define your brand through the
human fundamentals if you seek
to:
• Deeply engage people locally
and across cultures
• ...
My mission is to help clients
around the world build brands
that liberate the very forces of
life. Contact me now for a fr...
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Building Brands Through Intrinsically Engaging Narratives

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This pioneering research redefines the way we see our markets. 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. Summarising the results of our research, this presentation analyses the fundamental motives underpinning consumer behaviour and proposes a way to build brands that engage people at a profound human level.

Our fundamental human motives are like bare patterns in any language. Successful brands infuse the pattern, fertilising the basic forms, in a unique and profoundly human way, enabling people to experience deep patterns that make them feel alive.

Leading brands translate the essential natural properties of products or services into deeper layers of meaning, symbolic connotations, and emblematic narratives which express our fundamental human motives in a sufficiently consolidated, clear and distinct way. To effectively sell goods we have to go deeper than the surface motives of our buying behaviour in order to understand what they mean to people.

There is a direct correlation between our fundamental human motives, the most direct way to engage people, and the level of sales and profit.

The efficiency of communication budgets is maximized when the authentic codes of the brand germinate the deepest motives driving sales and profit in the category. Today we have no excuse for saying that “we waste half of our advertising budget but we don’t know which half”.

Above all, by satisfying the most fundamental of our human motives the brand becomes deeply humanistic in that it offers holistic, universal experiences that no longer satisfy some individual needs but the needs of the species.

Veröffentlicht in: Marketing
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Building Brands Through Intrinsically Engaging Narratives

  1. 1. BUILDING BRANDS THROUGH INTRINSICALLY ENGAGING NARRATIVES™
  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. We do not just buy goods or services. By integrating intrinsic functionality with predefined meaning we create and express the master narratives of our lives.
  4. 4. On every occasion, our mind recognises the same guiding principles that have enabled us to survive and thrive
  5. 5. The world around us is moulded by our mind and bears its patterns
  6. 6. Our psyche consists of a code. We are an ordered pattern of fundamental motives, capable of generating life.
  7. 7. The origins of our actions are much deeper than we often believe
  8. 8. In each of our actions we confirm our capacity to live
  9. 9. What deeply engages us always fulfils some fundamental motive, the evolutionarily-preserved dispositions that have shaped the species
  10. 10. To ensure we never forget their importance, nature established an array of systems in our brain and made their satisfaction intrinsically rewarding
  11. 11. We come with an inborn propensity to fulfil our biological nature. Our fundamental human motives strive, by their nature and by necessity, towards satisfaction.
  12. 12. As they are inherently gratifying, nature’s incentives for living are spontaneously pursued for their own sake, constituting the most engaging guides to behaviour
  13. 13. At this fundamental level, needs are profound, becoming the end in themselves. No further reason is needed for the pursuit of their satisfaction. It is what directs our thinking and actions. It is what moves us.
  14. 14. In satisfying our fundamental human motives, we live life to the fullest
  15. 15. The moments we live profoundly, acquire timeless substance. Our sensory perceptions are intensified, the experience of the moment is heightened, and we become as human as we can be.
  16. 16. The inventiveness of our psyche is remarkable, manifesting itself in an unlimited number of ways structured around a finite number of bare patterns
  17. 17. As abundant and varied as our emotions are, they all stem from our fundamental human motives
  18. 18. Our fundamental human motives constitute the most direct, universal, persisting and potent predictors of human behaviour
  19. 19. Humans are multifaceted animals – probably the most multifaceted of all. To help us survive and develop, nature added new survival systems to our brain on top of the old ones.
  20. 20. Each motive is very complex, evolving in a continuum, in line with the evolution of our brain, triggering a wide range of behaviours, from very simple to the most intricate
  21. 21. As we have a number of mental guiding foundations at our disposal that operate both fairly independently of each other and in cooperation, we are under the impression that everything around us is both straightforward and multifaceted
  22. 22. Since our fundamental human motives are based on forces that have helped us survive and grow, satisfying them contributes to human flourishing, forming human morality
  23. 23. Our whole civilisation, social institutions, belief systems, various cultures, great human values and the way we behave at every moment are all products of our fundamental human motives. Culture far from denying our biological origins, tends to exaggerate them.
  24. 24. Humans do not want to live a half life. Life is whole only when all life forces are experienced. The better we learn to enjoy them, the more human we become. An enriched life would be that in which all aspects of our personality attain their full development.
  25. 25. We invent devices that allow us to experience the vital aspects of our nature in ideal conditions, which real life does not provide
  26. 26. Brands are powerful carriers of meaning that allow us to experience our human heritage and put our world in order
  27. 27. Substitutes may be preferable forms of human experience. Profound experiences can be painful. We consume slices of life so as not to be overwhelmed by its ecstasy.
  28. 28. We live through our narratives, we are literally our own theories
  29. 29. Something has quality when it releases the very life forces
  30. 30. Our mind imposes its structure on every stimulus it receives through the continuous interchange between cognitive and emotional processes
  31. 31. We conceive something as a reason to rationalise our actions
  32. 32. What we call concepts are neural structures that allow us to order and categorise all stimuli around us
  33. 33. Concepts act as magnets if we have found them to be of value in our own personal endeavours towards self- organisation, towards augmented cognitive effectiveness
  34. 34. We derive the maximum value from narratives that are automatically identifiable and viscerally classifiable as evolving parts of our human experience
  35. 35. Without the intrinsic concepts that constitute the brain’s guiding foundations, concepts that are formed from experience and evolve throughout our life cannot exist
  36. 36. Following the pathways our mind uses to create reality and by tapping into the way emotions arise, our concepts become alive, they bear the freshness of the source
  37. 37. Talking the language in which our dreams are written, narratives obtain inner substance
  38. 38. Leading brands demolish artificial segmentations and invented boundaries and sell to everyone
  39. 39. Successful brands coherently express the very patterns of our psyche
  40. 40. The best narratives are capable of generating life by expressing our fundamental human motives
  41. 41. The best narratives are naturally triggered by the way we experience the idiosyncratic characteristics of everything around us, including the products and services we consume, used by our mind as a material anchoring in order to fulfil its patterns
  42. 42. In this way, mere things in our environment obtain meaning and offer opportunities for meaningful engagement
  43. 43. Leading brands translate the essential natural properties of products or services into deeper layers of meaning, symbolic connotations, and emblematic narratives which express our fundamental human motives in a sufficiently consolidated, clear and distinct way
  44. 44. It is the inner architecture of the message that touches our emotions and cognition. Our mental reaction to the messages that are intrinsically satisfying to our mind plays a more significant role in the persuasion process than the message itself analysed rationally. The structure is the message.
  45. 45. Concepts based on what connects us as a species, give a shiver of recognition and immediate pleasure
  46. 46. Increasing their intrinsic attractiveness, acquiring a congruent affective value of their own, brands and their messages, images, and signs, do not just automatically capture attention, they go a long way to creating consumer desire
  47. 47. The continuous rediscovery of the associations that drive us towards the fundamentals of life never bore us, leaving the mind awestruck time and again
  48. 48. Understanding the way the brand and the category activate our fundamental human motives, helps develop engaging narratives
  49. 49. 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
  50. 50. Using, for the first time, a multidisciplinary approach, including brand communication decoding, motivational research, psychology, affective neuroscience, cognitive linguistics, cultural anthropology, sociology, philosophy and their proprietary tools, BRAND AVIATORS™ have studied the motives underpinning buying behaviour in over 70 global categories of goods
  51. 51. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour
  52. 52. CONNECT CONTROL The wheel of motives™ GROW CARE BALANCE DESIRE FEEL SAFE SEEK PLAY CREATE DEFY TRANSFORM TM What follows is a brief analysis of the fundamental motives underpinning consumer behaviour and, indeed, our entire human behaviour. These are the irreducible, ineradicable parts of human experience, the vital aspects of human nature. Their force culminates into human life.* * 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.
  53. 53. THE MOTIVE TO FEEL SAFE: To exist we must feel safe. If we do not feel safe major systems in our brain are blocked. To explore, to create, to grow, to be ourselves, we must keep fears at bay. Nature helps us achieve a feeling of safety by dampening any fear and receiving rewarding stimuli. Our mind takes every opportunity to reproduce this battle of good versus bad; when good forces win, it is always reassuring.
  54. 54. 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
  55. 55. THE MOTIVE TO SEEK. To continue to exist we need to stir interest in life. Humans like the familiar most of all because it brings security. But quickly we become frustrated and bored, and we seek escape. Lack of arousal leads to boredom which is responsible for a series of negative behaviours. Nature made the very act of searching and the moment of discovery intrinsically pleasurable in order to jolt us towards gaining access to all types of resources. Our motive to seek is omnipresent and helps us see further, what we could become, and to take the necessary risks to succeed.
  56. 56. Motive Main biological advantages / survival value Possible neurosystems involved Examples of cognitive operations Main psychological states Main sociocultural manifestations and reinforcers Seek Arousal of interest, Location of resources, Integration of diversity, Flexibility Seeking system, Arousal optimisation system Search, Scanning ability, Arousing emotional experience, Improvisation, Experimentation, Detection, Divergent Thinking, Choice, Differentiation, Sensing, Free association, Breadth-of- attention, Intrinsic motivation, Cognitive flexibility, Incidental learning Excitement, Anticipation, Expectancy, Arousal, Restlessness, Emotional vertigo, Contrast, Thrill, Sense of freedom, Curiosity, Experimentation Independence, Mobility, Flexibility, Diversity, Alternativeness, Novelty, Variety, Risk-taking, Opportunism, Adventure, Exploration, Discovery
  57. 57. THE MOTIVE TO PLAY: To live life for its own sake is the essence of life. To fully live, one must be fully present where one is. To live the moment is an exhilarating experience that assumes spontaneity: To live every instant to the full, to live at all, one must let go. Through play, we find ourselves able to experience life intensely. Free from all pretentious seriousness, and any need, urgency or necessity, play allows humans to experience all aspects of our nature, to be fully human.
  58. 58. Motive Main biological advantages / survival value Possible neurosystems involved Examples of cognitive operations Main psychological states Main sociocultural manifestations and reinforcers Play Focusing on the present, Generation of vitality, Integration of incongruence, Fighting of adversity Play systems, Reward systems Immediate Intuitive awareness, Aggressive Ideation, Expression of affect- laden Images, Intensification of emotions, Absorption, Aesthesis, Pretention, Make- believing, Symbolisation, Free Association, Representation, Anthropomorphism, Experimentation, Improvisation, Divergent thinking Spontaneity, Whim, Frivolity, Fun, Gaiety, Cheerfulness, Jubilance, Exuberance, Flamboyance, Colourfulness, Zestfulness, Mischievousness, Teasing, mockery Celebrations, Entertainment, Satire, Humour, Sports, Games
  59. 59. THE MOTIVE TO TRANSFORM: To survive in an ever-changing environment, humans must be masters of change. Our capacity to create images and our ability to transcend the moment helps us incarnate different roles, experience hidden values of our personality and try on different characters to see who we may really be. To adapt to new situations we need to suspend ourselves and often make others vanish. To deceive, outmanoeuvre, manipulate and incorporate our environment we use no lesser devices than imagination, projection, transference, prediction, manoeuvring, synchronicity and synergy.
  60. 60. Motive Main biological advantages / survival value Possible neurosystems involved Examples of cognitive operations Main psychological states Main sociocultural manifestations and reinforcers Transform Mutation, Synchronisation, Simulation of scenarios Anticipation of the consequences of our actions Shifting systems, Decoupling mechanisms, Symbol systems, Mirror neurons, Imaginary function Foresight, Imagery, Fantasy/make- believe/as if thinking, Symbolic representation, Association, Suggestion, Reversal, Diagnosis, Affect modulation, Pretending, Transformation (set shifting, cognitive flexibility, reordering of information, breaking out of old ways of thinking) Fascination, Amazement, Awe, Peak experiences, Projection, Transference, Disorientation, Illusion, Entering & participating in Imaged worlds, Deception, Manipulation, Seduction Multiple casting of life roles, Multitasking, Multiple-reality of everyday life, Suspension of reality through technology, media, Replacement of the event and the object with images, Pressure for short- cuttings, Increasing speed of change, Superstitions such a as toasts, Mysticism
  61. 61. THE MOTIVE TO DEFY: We only grow by negating what exists already. When reacting to sameness, to the standardised, to the given, humans refuse to accept anything less than that which they deserve. Self-destruction is life gone wrong, life not lived. We seek to integrate small doses of death into ourselves, so that its image is rendered trivial, while integrating small doses of life so that we are not overwhelmed by its ecstasy. Consuming ourselves we make the most of our life. From destruction we emerge renewed, from nothing we leap forward.
  62. 62. Motive Main biological advantages / survival value Possible neurosystems involved Examples of cognitive operations Main psychological states Main sociocultural manifestations and reinforcers Defy Elimination of threats through violence, Escaping from dangers, Narrowing down thought, Integration of conflicts & resources, Preparation of vital deceleration, Enablement of creation Aggression system, Panic systems, Emergency systems Aggression, Compulsively focused attention, Incorporation, Distraction, Disregard, Negligence, Rejection Fear, Phobia, Anger, Rage, Pain, Obsession, Fixation, Predatory feelings, Frustration, Agitation, Disturbance, Horror, Feeling of disequilibration, Decay, Perversion, Malevolence, Self- punishment, Incapacity to live, Submission Counterculture, Wars, Defiance, Movements, Subcultures, Terrorism, Vandalism, Criminality, Waste, Love for danger
  63. 63. THE MOTIVE TO CREATE. The mind does not passively receive information; it is engaged in its creation, it has a point of view. To exist, we need our life choices to be justified, so that our life adds up. We are, primarily, the construction of our narratives. Through the choices we make and the stories we tell ourselves and others we create and maintain our self, we express our personality. We feel our life by composing it, we live through moments that have content, we recreate life on a daily basis. Being ourselves is intrinsically rewarding. Participating in the mechanism of destruction and innovation, we continuously fight decomposition by composing life. Through creation, we attempt to impose our subjective self on our environment, to exist, and leave our imprint on the world.
  64. 64. Motive Main biological advantages / survival value Possible neurosystems involved Examples of cognitive operations Main psychological states Main sociocultural manifestations and reinforcers Create Construction of self, Claiming individuality, Finding solutions, Leveraging brain and body systems All the systems in neocortex working in various combinatory ways to harness the entirety of the mind, Insula, Anterior cingulate, Von Economo neurons system Intuition, Inspiration, Individuation, Discrimination, Depiction, Ideation, Integration of knowledge in new ways, Apperception, Tendency to practice with alternative solutions, Problem solving, Expression of emotional states and themes, Interpretation Self-consciousness, Articulation of self- identity, Need to be oneself, Individualisation, Singularisation, Subjectivity imposed on the environment, Creation of reality, Conception and (Cross) fertilisation, Gut-sense, Search for meaningfulness Culture, art, Creativity, Continuous self- invention, Aesthetic rules, Identification, Domestication, Story-telling, Languages and codes
  65. 65. THE MOTIVE TO GROW: Life is growth. Humans grow through goals. As we reach one objective, we surge towards the next greater one. Difficult tasks are inherently pleasurable because they make us perform at peak capacity and contribute to the evolution of the species. By being active we give intensity to the moment, we live more. Every victory, no matter how small, reassures us that we can still overcome obstacles, push ourselves to any extremes in pursuit of our goals. Nothing is given to any of us. Each one of us must “earn” his/her place in the world, his/her life. The lower our self- esteem, the greater the need for external proofs of our existence.
  66. 66. Motive Main biological advantages / survival value Possible neurosystems involved Examples of cognitive operations Main psychological states Main sociocultural manifestations and reinforcers Grow Will to act & be, Perseverance, Evolution via difficult tasks, Spread of successful genes, Access to resources Aggression system, Rage System, Goal- seeking system Task persistence, Determination, Resolution, Goal orientation, Constancy, Attention, Observance, Deciding, Acquisition, Pursuance, Hunt Intension to win & augment the self, Need for personal development, Self- esteem, Recognition, Admiration, Pride, Confidence Achievement, Success, Competition, Ownership (to prove oneself), Progress, Greatness, Capitalism, Duties
  67. 67. THE MOTIVE TO CONTROL: We become human only by controlling our impulses and instincts, abolishing animality. Reducing everything to human proportions, using the measures of our own invention, we create order around us to comfortably locate ourselves in the world. The self itself emerged in order to direct consciousness. Our self needs integration. To survive, we need a frame of orientation, a well- structured, hierarchical world. We are born with a structure that culture reinforces. We come into this world with a drive to manage. Through order and control, we manage accidentalness, entropy, physical deterioration and decay.
  68. 68. Motive Main biological advantages / survival value Possible neurosystems involved Examples of cognitive operations Main psychological states Main sociocultural manifestations and reinforcers Control Integration of the organism, Direction of the self and guidance of reason, Enablement of the intellect, Hold of resources Computational systems, Executive systems of neocortex, Self- monitoring System, Conflict resolution and planning process Reasoning, Causality, Judgment, Categorisation, Typification, Ascription, Coordination, Officiating, Emotional regulation, Cognitive integration, Appraisal, Evaluation, Modelling, Influence, Prioritisation Organisation, Rationalisation, Be a role model, Be in command, Discipline, Respect, Conformity Civilisation, Justice (control of society), Measurement, Time, Order, Justice (control of society) Institutions, Organisation, Management, Norms, Rules, Measurement, Bureaucracy, Corporations, Imperialism, Distinction, Privileges
  69. 69. THE MOTIVE TO CONNECT: In both new- born animals and humans, rejection means death. We are social even before we recognise our own self. Facing dangers together we abolish our individual weaknesses. Loneliness, rejection and betrayal literally hurt. In contrast, when we are with fellow humans we feel comforted and normal. Heterogeneity is destabilising. Merging into the crowd we empty ourselves of certain aspects of our character. That we are all the same is comforting. In forgetting the uncertainty of individual life we open to infinity, feeling connected to the world and the species which are immortal.
  70. 70. Motive Main biological advantages / survival value Possible neurosystems involved Examples of cognitive operations Main psychological states Main sociocultural manifestations and reinforcers Connect Effacing one’s personal weaknesses, Facing dangers together, Facing aloneness, Normalisation of selection, Sacrificing part of personality to mingle with environment Social engagement systems, Mirror cells, Attunement Process Groupthink, Interpersonal schema/Self-other representation, Capacity to trust others, Communication, Linguistic process, Identification, Immediacy Belonging, Sharing, Effacing oneself in a vague majority, Reciprocity, Sameness, Friendship, Brotherhood, Ordinariness Society, Equality, Human Rights, Gossiping, Normality, Neutrality, Justice (equality)
  71. 71. THE MOTIVE TO DESIRE. Desire is pulse, vital energy that calls us to continue to exist, to enjoy the possible. Nature rewards all biologically essential activities with pleasure. Pleasure tells us what to do, it helps us optimise our decisions, rank urgencies, redress physiological imbalance. Passions are attempts to step out of ourselves. Love, itself, is the desire for wholeness. When loved, we feel unique, special, we fully experience our subjective existence. In love we search to perpetuate ourselves. In our lover we love the world.
  72. 72. Motive Main biological advantages / survival value Possible neurosystems involved Examples of cognitive operations Main psychological states Main sociocultural manifestations and reinforcers Desire Procreation, Ranking urgencies, focusing behaviour on useful ends, Optimising behaviour decisions, Overall function monitoring, Motivation and learning what is good, Propulsion through desire, Redressing physiological imbalance Hedonic circuits, (probably the subcortical substrates of nucleus accumbens, and ventral pallidum in interaction with cortical structures), Opioid and reward systems, Social engagement systems, Love system (probably cingulate gyrus) Selection of action, Conditioned reinforcement, Emotional responsiveness, Working memory, Attraction, Attention, Problem solving, Goal selection, Infatuation, Positive regard & commitment, Care, Immediacy, Positively biased thinking Sensuousness, Sexuality, Lust, Take pleasure, Feel wanted & special, Fall in love, Experiencing intimacy, Seek self- acceptance, Seek wholeness Hedonistic culture, Marriage, Coupling, Passions, Sexual norms
  73. 73. THE MOTIVE TO CARE. Life is based on symbiosis. As we constantly are, or feel, under attack from unseen aggressions, there is a constant need to physically and emotionally protect ourselves, and others, from outside threats. We grow through giving: The more we give, the more we receive. By our nature, not to give when we know we are not taken advantage of is painful. In giving the best of ourselves to others, we go beyond our subjective life and feel our existence. In focusing on taking care of others, we mask our own needs and bypass our own inadequacies. By taking care of others we take care of ourselves.
  74. 74. Motive Main biological advantages / survival value Possible neurosystems involved Examples of cognitive operations Main psychological states Main sociocultural manifestations and reinforcers Care Saving what is useful, Growing offspring, Serving community, Providing lifelong resilience Care systems Empathy (expression of concern for and caring about others), Care, Excogitation Feeling useful & benevolent, Nurturing behaviour, Defensive behaviour, Selflessness, Intense pleasure helping others including children Having children, Altruism, Compassion, Maintaining, Saving
  75. 75. THE MOTIVE TO BALANCE. To survive means to continuously monitor, understand and harmonise the internal and external environment. Knowledge is a prerequisite for balance. However, although knowledge brings power and security, it is also fallible. To manage knowledge and reason and to balance the different dimensions of our human nature we need wisdom. In understanding the various qualities of human nature we enable ourselves to surpass it.
  76. 76. Motive Main biological advantages / survival value Possible neurosystems involved Examples of cognitive operations Main psychological states Main sociocultural manifestations and reinforcers Balance Construction of an adequate self, Balancing the different parts of our nature, Harmonisation of the self with the world, Orientation of the self, Guiding reason Information processing system, Learning and memory systems Cerebration, Knowing, Representation, Awareness, Eclecticism, Convergent thinking, Apprehension, Master and integrate knowledge base, Synthesising, Insight, Gnosis, Doublethink Increased sense of inner unity & coherence, Harmonisation of the various aspects of personality and life, Understanding, Building agreement with our environment, Moderation, Prudence, Prevention, Wisdom Rewarding expertise, Education, Science
  77. 77. THE WHEEL OF EVOLUTION: Our whole civilisation, social institutions, belief systems, various cultures, great human values and the way we behave at every moment are all products of our fundamental human motives. They are all attempts to fight degeneration and to elevate life, becoming themselves, in their turn, adaptive mechanisms.
  78. 78. Having captured, for the first time, our fundamental human motives at the deepest levels of their deployment, all the way from their biological value to the neurosystems they engage in our brain, to the cognitive operations and psychological states they activate, to the major social reinforcers they cause and to the rich hierarchy of inherent concepts they infuse into our everyday life, BRAND AVIATORS™ helps marketers develop Intrinsically Engaging Narratives™
  79. 79. BRAND AVIATORS™ helps marketers develop brands with a solid inner architecture deeply rooted in the fundamental human motives and Intrinsically Engaging Narratives™, based on a three-phase methodology
  80. 80. Phase 1: Map the territory The first phase of the methodology deconstructs the fundamental human motives driving the sales and profit of the category, establishes the relevant psychographic territories and reveals the way that the brands are mapped in people’s mind
  81. 81. Every element of the surrounding environment takes its place in the reality created by the human mind. Everything around us must make sense according to its structures.
  82. 82. To effectively sell our goods we have to understand the position they hold in the fundamental order native to us. It is not their functional utility but the psychic states they create that constitute their essence.
  83. 83. Phase 2: (Re)define your brand To be authentic and engaging, narratives must always be sourced from the core of the brand. The second phase activates the unique codes of your brand, those that engage people at a profoundly human level.
  84. 84. Our fundamental human motives are like bare patterns in any language. Successful brands infuse the pattern, fertilising the basic forms, in a unique and profoundly human way, enabling us to experience deep patterns that make us feel most alive.
  85. 85. What makes concepts and goods alive is the fact that they follow our thought patterns. In thinking of them and consuming them these life forces are released, making us sense our own aliveness.
  86. 86. It is a process which allows the life patterns inside a person to flourish
  87. 87. Successful brands are alive: we identify with them and we make them integral parts of our life because the language they use is alive – it is based on life-affirming dispositions and is shared by all of us
  88. 88. Incorporating life, concepts become themselves organic ideas with instant appeal
  89. 89. Phase 3: Enrich people’s lives Powerful strategies require effective articulation
  90. 90. In this third phase, the consumer proposition is translated into ownable experiences that make us feel most alive
  91. 91. Everything around us that stands the test of time, such as the great myths, has been written using our primary emotions as structural elements to appeal to everyone
  92. 92. Through talking the language of ingrained concepts, our original human language, narratives obtain timeless substance
  93. 93. As we prefer brands that favour the expression of our personality in the clearest and deepest way, successful brands follow the path of least resistance to our brain to help us narrate the master stories of our life
  94. 94. Using the same code developed by our mind to reflect its own hierarchies of meaning onto everything around us, the unique language of the brand can arise. It is a dialect of the source language of our behaviour which allows people to write the story of their own hopes and dreams onto the brand, collectively participating in the production of its narrative.
  95. 95. By giving people back the values by which they experience life, the system of values in society is attuned to the coherent structure of our psyche. As a result, individuals and society as a whole become more fully human.
  96. 96. There is a direct correlation between our fundamental human motives and the level of sales and profit
  97. 97. The leading brands of the future will be those whose propositions come closest to matching the inherent concepts of our mind. Our fundamental human motives will be captured more and more precisely. It is the inevitable journey of humanity to understanding itself and securing its future.
  98. 98. Diachronic research clearly shows that the brands leading their sector at any point in time are the ones that most finely satisfy the fundamental human motives linked to their category
  99. 99. Motivation is the main driving force behind all human behaviour. By founding brand strategy on our fundamental human motives, and by embedding Intrinsically Engaging Narratives™ the brand can connect with people at the most profound human level.
  100. 100. Nothing fuels creativity more than understanding and mobilising our fundamental motives and the rich hierarchy of inherent concepts they infuse into our everyday life
  101. 101. The efficiency of communication budgets is maximised when the authentic codes of the brand match the deepest motives which drive sales and profit in the category. Nowadays, we have no excuse for saying that “we waste half of our advertising budget but we don’t know which half”.
  102. 102. 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
  103. 103. 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.
  104. 104. What does your brand stand for?
  105. 105. BRAND AVIATORS™ are trusted by some of the world’s leading companies:
  106. 106. (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
  107. 107. 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:

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