This pioneering research redefines the way we market hamburgers. 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
HAMBURGER
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. Our psyche consists of a code. 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
SEEK
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. Successful brands
coherently express
the very patterns
of our psyche

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

13. PLAYFULNESS: On a first layer
of motivation, what makes a
hamburger successful, is its
outlandish overfilling with
stuff, which creates an
exuberant disarray. Vibrant,
bouncing, vivid, intense, bright
and of unstable dynamics,
hamburgers offer a buoyant
eating experience.

14. Expertise in eating them
lies in the way we hold
them with both hands, the
balancing exercise in the
air, the strategic movement
to the mouth, the almost
inevitable contact with the
nose, and the irresistible
licking of the fingers. The
mood picks up following
the humour of the palate.

15. BELONGING: Proceeding into a
deeper layer of motivation, what
makes us buy a hamburger rests
squarely on the fact that it is the
form of food on which almost
everyone agrees. The hamburger
is our common denominator, our
universal meal. All of the
significant building blocks of our
ancestors’ diet are represented in
a hamburger.

16. EXPERIMENTATION: A deeper
motive that makes hamburgers
sell is their intrinsic capacity to
make us explore and discover.

17. The real nature of
hamburgers is restlessness,
inquisitiveness, improvisation,
wandering, unboundedness.
Every bite of the layered food
creates new contrasts that
excites our mind.

18. PROTEST: More significantly,
embodying the gluttonous
character of the hamburger,
some of the most successful
brands help us live the sheer
joy of being difficult,
rebellious, or awkward. The
hamburger is nothing less
than a very effective form of
benign masochism, a
molecular bomb.

19. The hamburger is a primal call
to cram our mouths with meat
and its juices and fat, just as
our ancestors first did when
they came into contact with
that same aroma which led to
sacrifices to gods and
changed humankind. Fat is a
feeling, the sweetness of
which is written in our DNA.

20. Fire and smoke add to
the animal drama. Salt
and onions contribute
their “noxious” loads
while chillies open up
the smallest of blood
vessels, leading to an
almost instant rush of
blood to the head.

21. PLEASURE: What
makes people buy
hamburgers rests on
the fact that the
experience they get
is essentially erotic.
Hamburgers are
juicy, succulent, hot
and savory
provocations of
gluttonous lust.

22. EMPOWERMENT: On a yet
more profound layer of
motivation, incorporating the
association of hamburgers
with compact energy, some of
the most successful brands
mark the strengthening
imagery of hamburgers, as
their own territory. Meat has
made humans what we are.

23. An increased amount
of meat in the diet
enabled us to develop
bigger brains that also
need more fuel

24. The archetypal hamburger
is big and managing to eat
it is a small accomplishment.
Through the power of our
teeth, we try to prove
ourselves, our prowess and
strength reassuring
ourselves that the animal
within us survives.

25. We attack the massive
burger with ferocity and
when the tender food yields
at last to our weapons, our
face glows with a gleam of
victory. As the minced meat
of the hamburger makes
the task of tearing it apart
easier, our confidence
swells.

26. SECURITY: On the
innermost layer of
motivation, finding it as a
convenient vehicle, our
mind never loses the
opportunity to imbue the
hamburger with the values
of abundance, prosperity,
and unconstrained
plenitude.

27. A hamburger is the result
of ancient and widespread
desires and preferences put
together in a wholesome,
gratifying and easy form.

28. Its roundness and bounciness allows
us to view it as compassionable and
faintly erotic, and suggests the
richness of a home-made product,
reminiscent of our mother’s breast.

29. The hamburger exalts the
comforting essence of food.
Its success is not accidental: It
integrates what we have
always wanted from food.

30. * 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 *

31. 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.

32. 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

33. 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

34. 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

35. 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

36. 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.

37. 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 currently
being used by multinational
companies. Brands and concepts
developed through The Wheel Of
Motives™ are heartfelt, and
profound.

38. 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

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

40. (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

41. 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