This pioneering research redefines the way we market eyewear. 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
EYEWEAR 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. 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. Our psyche consists of a code

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

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
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PLAY
CREATE
DEFY
TRANSFORM
TM

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

13. CONNECTION: On an
initial level of motivation,
we buy glasses to harness
the physiological impulse
to stare to connect with
the real world

14. Using the glasses everyone uses, we get
the impression that we see through the
public eye

15. PROTECTION: On a deeper
level, glasses give us the
opportunity to care for our
eyes and our emotions.

16. They do not only protect us
from the sun that brutally
attacks our retina, but also
from the penetrating gaze of
others. Helping us hide from
the gaze of others, glasses
protect our emotions.

17. PLAYFULNESS:
What makes
spectacles sell is
their natural
association with
eccentricity,
flirtation, the
exhilaration of
life.

18. We buy glasses because
they help us see the
world through them as
colourful as a circus
parade

19. EXPLORATION: More significantly,
incorporating the outdoorsy image of
glasses in their narratives, some successful
brands help us make discoveries within
and outside ourselves

20. Novel stimuli arouse the mind
which starts to search for the truth

21. DESIRABILITY: The
basic promise of
glasses is of an
erotic nature. The
roots of the
language spoken
by glasses are
sexual.

22. Biologically, we are
attracted to people with
larger pupils, and
glasses intrinsically act
as a second pair of
eyes, this time bigger.
Gaze itself is the
instigator of love.

23. WILLPOWER: On an even
more profound layer of
motivation, glasses
promise to make us
always stay in focus.

24. As glasses help us focus
and improve our vision,
without awareness, we
grow apt to believe that
with good glasses we
discern opportunities
with better clarity.

25. CONTROL: Embedding the
capacity of the glasses to
make us look austere and
severe, some of the most
successful brands mark the
essence of glasses to offer
order and control over a
situation as their own
emotional territory.

26. Glasses help us to sort
through what we see
to create and maintain
coherence

27. DEFIANCE: Going into
deeper motivation, by
hiding our eyes, the locus
of our soul, we make it
easier to experience our
instincts without
breaching any norms.

28. Glasses hide, blur, distort,
inhibit. We are ultimately
devoured by what we
consume with our eyes.

29. REASSURANCE: By wearing
glasses we acquire a new gaze.
Behind the glasses the world
becomes happier, everything
around us is a source of joy.

30. Behind the glasses everything
becomes peacefully soothing.
Integrating new information
the world becomes more
predictable. At the same time,
glasses are well-known
devices of self-deception. We
view ignorance as bliss.

31. EXPRESSION: On an even
deeper layer, what makes
glasses sell is their capacity to
help shape the ideal mental
image we have of ourselves,
define the relation with
ourselves.

32. The mind does not
passively receive
information; it is
engaged in its
creation, it has a
point of view

33. Glasses become part of the
body creating types of glances
and perspectives that
characterise the person. They
create and allow an
expression of a sentimental
grammar through a precise
code of gestures.

34. INTELLECTUALITY: Moving
another layer closer to the
motives that dominate the
category, by embedding the
intellectual nature of glasses,
some of the most successful
brands help us understand
ourselves and our
environment. To see is to
understand.

35. Helping us better distinguish
the subtle nuances of
notions, glasses promote
our relation with truth.
Showing us that there are
various ways of seeing
reality, different meanings,
glasses help us develop
different readings, all of
which might be correct.

36. Unsurprisingly, glasses are the
symbols of knowledge and wisdom

37. TRANSFORMATION: On the innermost layer of motivation,
we buy glasses for their transformative power. The mind
shades reality through its psychological lenses.

38. When we watch
something, we
change it. With
glasses on, as when
we watch a film, we
are present in /
absent from the
world.

39. A real trompe-l’œil,
glasses change not
only our physiognomy
but also our behaviour.
When we put on a pair
of glasses, we feel that
somehow we are
different individuals.

40. 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

41. 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.

42. 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

43. 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

44. 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

45. 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

46. 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.

47. 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.

48. Brands and concepts
developed through The
Wheel Of Motives™ are
heartfelt, and profound

49. 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

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

51. (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

52. 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