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(Re)defining Coffee Brands Through Human Fundamentals

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Did you know that coffee acts as a universal connector and mood modifier? Its wholesomeness reassures us and instigates our daily rebirth. Its heretic essence enables us to indulge our darker side. Its ritualistic nature helps us define time and structure our day. Its strengthening capacity helps us conquer difficulties. Its warmth and voluptuousness is experienced in the same way as physical love. The intellectual activity it triggers makes it an ideal means of self-expression. Caffeine’s brightness increases understanding and speed of judgment. Its kick helps us sense our own aliveness. Coffee’s great variety, exotic provenance, and its association with breaks from the normal flow of events reinforce our sense of discovery. Its continuous presence nearby protects us from the insidious enemies of our environment. This pioneering research cracks the code of buying behaviour related to coffee and puts forward a framework for shaping brand strategy and for growing revenue.

Veröffentlicht in: Marketing
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(Re)defining Coffee 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 coffee are presented in a summarised form in order of increasing relative importance in line with their power to influence our buying decisions
  13. 13. PROTECTION: On an initial layer of motivation, having a cup of coffee close to us, acts as a protective agent, against the hostile environment and insidious enemies.
  14. 14. ORDER: Coffee helps define time, structure and measure the rhythms of everyday life, through well-defined rituals. Punctuating our daily life coffee helps us order our day. Coffee enables us to organise our thoughts.
  15. 15. In our collective imagination, coffee improves the decision making process. Aligning stress- relax levels with the demands of the moment we feel in control of any situation. Since control and ranking are interconnected, today as always, quality coffee is considered a privilege and a great indulgence.
  16. 16. ESCAPE & EXPLORATION: More significantly, what motivates us to buy coffee is its capacity to prompt our mind to roam freely. Its exotic origins and huge variety reinforces our sense of discovery and helps us make a break from alienating routine.
  17. 17. SOPHISTICATION: On a deeper level, incorporating the capacity of coffee to help us stop and think, some of the most successful brands of coffee mark its meditative essence as their own territory
  18. 18. ALIVENESS: A deeper motive for why we buy coffee is its psychotropic mood elevators, which create a sense of exhilaration. Coffee is sharp and bright.
  19. 19. ART DE VIVRE: By incorporating the capacity of coffee to encourage intellectual activity appropriate for creation some of the most successful brands claim the expressive essence of coffee as their own
  20. 20. SENSUALITY: The voluptuous bean offers us a rich hedonistic experience
  21. 21. Intrinsically aromatic, tactile, hot and creamy, coffee satisfies like no other beverage
  22. 22. TRANSFORMATION: Coffee has the capacity to modify our mood and enhance the realm of illusion. It is a small, daily repeated miracle, often several times a day.
  23. 23. We feel dizzy and moody before the first morning cup but from the very first sip the mind immediately begins to function. With the second sip we become another person.
  24. 24. SUBVERSION: Caffeine is the most widely taken psychoactive drug on earth
  25. 25. We unconsciously think that coffee is harmful and we like this. Throughout its history, coffee has been associated with rebellion against authority.
  26. 26. SECURITY: Coffee’s deep comforting feeling sends the message that there is hope and more to come
  27. 27. At some time in the future, we won’t have to work but rather will be on perpetual holiday
  28. 28. Coffee is continual rebirth and renewal, the symbol of hope and youth. Each day we recreate ourselves.
  29. 29. EMPOWERMENT: Coffee is intrinsically strong and substantial. It has viscosity and weight. Its taste is bold and robust.
  30. 30. Aiding us in our industriousness and being a stimulus to greater effort, coffee ends up being our fuel: Coffee enables us to face our problems.
  31. 31. Feeling busy gives the illusion of activity. At the root of this perception lies the displacement of the calming neurotransmitter adenosine, by caffeine.
  32. 32. COMPANIONSHIP: On the innermost layer of human motivation, we choose to have coffee for its convivial nature
  33. 33. Coffee’s demand of little attention, time to prepare and be enjoyed, in combination with its long lasting odorants and stimulants, favour hanging around and makes us think that it possesses the ability to start friendships and to revive old ones
  34. 34. Coffee satisfies our unconscious desire to blend ourselves with others, to feel part of the universe
  35. 35. 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
  36. 36. 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.
  37. 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. 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. 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. 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. 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. 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. Brands and concepts developed through The Wheel Of Motives™ are heartfelt, and profound.
  43. 43. 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
  44. 44. BRAND AVIATORS™ are trusted by some of the world’s leading companies:
  45. 45. (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
  46. 46. 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