In final week’s cartoon, I parodied a few of my favourite clichés in advertising and marketing presentation slides.
With simply six panels in that cartoon, I needed to go away rather a lot on the reducing room ground. One among my different favourite used and abused slides is the ever-present framework, Maslow’s Hierarchy of Wants.
Psychologist Abraham Maslow first proposed this concept in a 1943 paper on “The Idea of Human Motivation,” the place he tried to categorise the common wants of society. Maslow’s framework is normally proven as a pyramid with essentially the most fundamental wants on the backside and higher-level wants on the prime.
Little did he suspect, I think about, that this is able to finally encourage entrepreneurs like me to take a look at these wants and suppose, hey, my model isn’t only a rest room cleaner, it’s an aspirational badge model!
A lot of the job of promoting is considering of artistic methods for manufacturers to face for one thing larger. However this could additionally result in exaggerate the roles our manufacturers play in folks’s lives.
BrandGym founder David Nichols as soon as described a associated phenomenon as “Model Ego Tripping” — “over-estimating the power of a model to stretch into new markets.” My favourite historic instance of that is when the Colgate advertising and marketing group as soon as tried to stretch the Colgate model from toothpaste to prepared meals with Colgate Beef Lasagna. Mmmm.
The utility of any framework, together with Maslow’s Hierarchy of Wants, relies on the way it’s used. It may be nice for readability and to assist increase our considering, however now we have to watch out to not breathe our personal exhaust.
Listed below are a number of associated cartoons I’ve drawn over time:
“If advertising and marketing stored a diary, this is able to be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
