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Page 1: What Makes Ice Cream Sell

WHAT MAKES ICE CREAM SELL

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We do not just buy ice cream. By integrating intrinsic functionality with predefined meaning we create and express the master narratives of our lives.

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We derive the maximum value from narratives that are automatically identifiable and viscerally classifiable as evolving parts of our human experience

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What deeply engages us always fulfils some fundamental motive, the evolutionarily-preserved dispositions that have helped us survive and grow

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Concepts are neural structures that allow us to order and categoriseall stimuli around us

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Our psyche consists of a code. We are an ordered pattern of fundamental motives capable of generating life.

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Successful brands coherently express the very patterns of our psyche

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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™ has

studied the motives underpinning

buying behaviour in over 70 global

categories of goods including ice

cream

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Beneath all the phantasmagoria of

global marketing communication, lies

order and rhythm, the source code of

our human behaviour

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What follows is a brief analysis of the deep motives for buying ice cream. The motives are presented in order of increasing relative importance in line with their power to influence our buying decisions. The further we read, the stronger the associations they build in our mind, the more powerful their influence on the sales and profit in the ice cream category.*

* A book will shortly be published, extensively analysing

the motives underpinning 33 categories of everyday

consumer goods and our fundamental human motives. It puts forward the most integrated platform for engaging people to date.

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CARE: On an initial level of motivation, by offering ice cream we demonstrate our care. As a treat, ice cream represents tenderness and affection. It acts as a substitute for the sweet experience, as substitute for love. Held in its mother’s arms, the new-born not only receives good nutrition as it suckles but is completely nurtured. It is being touched, loved, sung to, spoken to, and cared for in a way that is experienced only once in a lifetime. In an ideal world parents would have enough time and energy to fill their children with love. But in a love deprived world we learn to seek love in material form.

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TOGETHERNESS: More significantly, ice cream is ordinary, democratic, convivial. It has the capacity to bring people together. Its sharing builds and cements relationships. All classes have access to ice cream. Studies demonstrate that when we interact with someone who eats sugary food, we are likely to perceive that person as being nicer, more genial. Eating sweet things releases endorphins which regulate the need for closeness. Eating an ice cream is often a substitute for company.

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IMPETUS. Ice cream is strong and substantial, it is performance.Milk is our primal food. Sugar is a fuel producing heat and energy and the primary energy source for brain cells. Ice cream cools our throat, injects sugar into the pancreas and boosts our activity levels. Its basic function is to increase the life of the individual.

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TRANSFORMATION: The experience of ice cream begins with a shock. Ice cream transforms us into statues in less than no time the first time we taste it and every time afterwards it makes us stand awestruck at its powerful workings. First we sense a paralysis of our mouth and then its flavor. As our oral temperature changes, we receive a blast, a mild electroshock. The tantalizing transitionfrom solidity to fluidity in our mouth makes ice cream probably the most enthralling food found.

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Ice-crystals, air bubbles, fat droplets and sugar solutions, create the microstructure that gives the sensory manifestation of the texture we experience as ice cream. Ice cream is a powerful healer that restores vigor, a sensory illusion, a tromple d’oeilthat turns exuberant people into innocent angels.

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What ice gets, ice holds forever. Ice cream stops time and prolongs it. It escapes time and yet it can reenter reality at any moment. Through ice cream people manage to reduce the dominance that space and time holds over us. Ice cream is uncanny, mystical, ghostly, unearthly. In contact with the air it emits vapour. It makes seasons appear as pseudo-events. Summer now can last forever.

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SENSUALITY: On a deeper level, in ice cream the mind creates an epitome of oral voluptuousness. Ice cream chills off and cools down, but unlike sex, it is insatiable. Its texture is of a velvety, dense, rich and smooth body: firm but melting. The preferred form is rounded by means of the scoop, anyone with experience would want to lick it, breast-shaped with a neat, inviting skirt -the ragged edge which often forms where a round scoop of ice cream rests on the cone. By adding chocolate sauce we increase pleasure even more. Sucking and licking it, we are fairly uninhibited when we eat ice cream. We often touch the food with the tip of the tongue, where there is a high concentration of our taste buds for sweetness, and that gives us an extra jolt of pleasure.

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PLAYFULNESS: Ice cream is vivid, intense, bright. The mood picks up following the humor of the palate. There is no other known way of reviving the spirit so quickly . Its antidepressant effect and unique character come mainly from the brief change in topical body temperature that humans had been accustomed to for thousands of years but is rarely experienced today. Because of its gooey, creamy, messy satisfaction, ice cream can create an exuberant disarray.

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Ice cream may be flavouredoutlandishly, covered in chocolate, sold on a stick like a lollipop; Its flavors are intensified to overcome the coldness of ice bright colors. We have to eat it while we can because

soon it will melt away to nothing!Temporary like life itself, it urges us to hold it, share it, and enjoy it to the full during its brief moment out of the freezer.

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ESCAPE: Moving closer to the motives that dominate the category, ice-cream melts rapidly in the mouth. A ruthless cycle of chilling and warming is established which alternate the experience sending a vertigo to the mind. Ice cream easily leads itself to novelty. Our brain has a craving for novelty, which produces a thrilling effect through the release of endorphins. Novel stimuli cause the release of the neurotransmitter noradrenaline. Our body reacts and our emotions are exalted.

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SUBVERSION: Due to its repercussions, ice cream is the most prohibited among sweets. The violence of the cold suddenly changes the balanced system of the body. When people die they turn cold. The first time we eat it, we are scared to death: When the cold ice cream touches the roof of the mouth a nerve response causes rapid constriction and swelling of blood vessels. An ice cream headache also known as brain freeze is produced.

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Ice cream has an addictive capacity. It contains casein which creates morphine-like effects. Ice cream comes to symboliseuninhibited overindulgence, something we cannot do without, a kind of obsession. Ice cream eating breaks all rules of ritual and formality. And we want more of that which is forbidden.

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SECURITY: On the innermost level of human motivation, the heavenly treat expresses cold comfort in every bite. Ice cream tops the list of comfort foods to represent instant happiness, edible nostalgia, nameless felicity, blissful calm, pure delight in portable packaging. It is cold but makes us feel warm inside. Ice cream consoles, offers psychological roundness, becalms and soothes difficulties. Chilled desserts stimulate brain regions responsible for feelings of pleasure and joy, and affect immediately and directly the parts of the brain that control mood.

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Ice cream is the apotheosis of milk and of progenital innocence. The first ice cream was flavored snow. Milk replaced snow. The crisp, sharp, frozen blast (as opposed to the heat of hell), refreshes, purifies, clears the palate, the guilt, the sins. Clears. Like a cold shower, a little fresh air in summer, ice cream takes us almost out of our mind, ready to cry for joy. Ice cream is effortless food. We do not eat an ice cream. We swallow it. Ice cream implies fullness and richness not inherent in any other kind of food. Ice cream is a symbol of abundance.

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Because of its familiarity and the recollection of childhood times of vacation when life was simple, ice cream makes us feel young and safe. All traditional sellers of ice cream are outfitted in snappy white uniforms and crisp caps, and their vehicles also in sparkling white and fitted out with bells project unalloyed wholesomeness and purity. Cows, emerald green grass, and churns, are often used in advertising to activate nostalgia for the countryside. The absence of spoons recalls the mother’s breast.

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What a gleam in the eyes of the child who has just been given permission to have an

ice cream! And what an

ecstatic moment when the child is finally allowed to lick

it! Melting itself can also be

an allegory for the inevitable passage of time.

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This map

illustrates the

way some

leading brands in

the ice cream

business are

positioned in the

consumers’ mind

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Deep category understanding is just the first step in creating engaging narratives. To build a proposition that is deeply engaging, the brand must germinate the bare motives that drive the category in a unique and profoundly human way.

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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™

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Based on in-depth research and practical implementation, BRAND AVIATORS™ helps marketers develop brands with a solid inner architecture deeply rooted in the fundamental human motives, using a three-phase methodology

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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

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Phase 2: Give soul to your brand

To be authentic and engaging, narratives must always be sourced from the core of the brand. The second phase captures the core of the brand, and mobilises its genuine codes in order to satisfy our common motivations relative to the category.

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Phase 3: Enrich people’s

lives

Powerful strategies require effective articulation. In this third phase, the consumer proposition is translated into ownableexperiences written in the language that uses our primary emotions as structural elements.

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There is a direct correlation

between our fundamental

human motives and the

level of sales and profit

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Nothing fuels creativity more than understanding and mobilising our fundamental motives and the rich hierarchy of inherent concepts they infuse into our everyday life

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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”.

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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

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Ask here for your FREE eBOOK “The Intrinsically Engaging

Narratives™ Of Ice Cream” to boost the sales and profit of your brand:

http://www.brandaviators.com/ask-for-your-free-ebook


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