This pioneering research redefines the way we market perfume. 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
PERFUME
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. Our psyche consists of a code

7. We are an
ordered pattern
of fundamental
motives capable
of generating life

8. 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

9. 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.

10. 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

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
perfume are presented in
a summarised form in
order of increasing
relative importance in line
with their power to
influence our buying
decisions*

13. BALANCE: Why do we buy
and use perfume? On an
initial layer of motivation,
wearing perfume makes us
feel seasoned, intellectual,
balanced personalities.
Odours are the tools for
intuitive and emotional
knowledge of the world.

14. The immaterial nature of perfume, and its
silent connection to our senses, makes it a
mediator for the union of the mind and the
body. As perfume has the capacity to
modify our perception and consciousness, it
has been used, throughout its history to
achieve among other things harmony and
nirvana.

15. VITALITY: More
significantly, perfume
saturates our senses
and exacerbates our
emotions, to focus on
the immediate reality
which is life. As
Jacques Polge said,
“without the sense of
smell, we lose the
appetite for life”.
Odour is a call to live.

16. SELF-CONSTRUCTION: On a
deeper level, as odours shape
our perception, they play an
essential role in the construction
of identity. The natural function
of odours is to reveal the
presence of being in the
environment.

17. Perfumes become part of
our identity integrating our
person. The perfume and
its wearer become one, the
one changing the other.

18. CONFIDENCE: Perfume
allows us to say things we
would not dare to, reinforces
the ego and adds value to
our personality. Perfume
magnifies the personality in
an absolute manner. Perfume
reflects our ambitions and
self-actualisation.

19. EXPLORATION: To be
perceived, odour must in
some way be unusual.

20. Perfume invites us to explore
alternative values, strange,
unfamiliar qualities. It helps
test our borders, it liberates
us from all boundaries.

21. CONTROL: Moving a step
closer to the dominant
motives driving the
category, perfume is,
intrinsically, a self-
imposed signal used to
manage our own body
and the messages we
send to others.

22. Perfume creates an
aura that can serve
to bring others closer
or keep them at a
distance.

23. INSOLENCE: Scent is
intrinsically subversive,
bypassing the thalamus
to reach the most ancient
parts of our brain.
Perfume exercises a
suave seduction.

24. No matter how civilised we
are, our first reaction to
perfume is primal and
uncontrollable. In our
universal imagination
perfume is suspicious,
intoxicating, a vice that
enables us to express our
irreverence.

25. DESIRE: The sense of smell, is the
sense of intimacy. Perfume triggers
desire by its own presence. It sends
the message of availability.
Biologically, if we cannot smell, we
cannot fall in love. Perfume is
penetrating, producing a sensory
shock, a complete sensorial
experience followed by a
psychological shock.

26. Perfume touches the skin, the
largest and deepest of our
organs. This blending of skin
and perfume can trigger
passions.

27. SECURITY: Even more significantly,
embedding the capacity of
perfume to provide stability,
predictability, certainty, protection
from change on a ritualistic basis,
some of the most successful
brands make us unconsciously feel
able to be continually reborn, and
to exclude ourselves from the
march of time.

28. The natural function of
odours is to warn us
against dangers in the
immediate environment.

29. It is not accidental that
perfume itself is the
most intense form of
recollection. As it turns
back the clock, it
transports us to better
places.

30. TRANSITION: On the innermost
layer of human motivation,
perfume is the epitome of
change. Perfume has the
powerful capacity to stir emotion
within ourselves and others at a
subliminal level. Throughout its
history, perfume has been
connected to the transcendence
of the everyday life.

31. Perfume (per fumum,
through the smoke) of all
substances is the one that is
closest to the material
consistency of thoughts or
dreams. It catches our
attention, it enchants us and
it alters our perceptions.
Perfume viscerally transfers
our entire being in an
instant in time and place.

32. 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

33. 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.

34. 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

35. 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

36. 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

37. 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

38. 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.

39. 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.

40. 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

41. BRAND AVIATORS™ are trusted by some of the world’s
leading companies:

42. (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

43. 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