In final week’s cartoon, I parodied a few of my favourite clichés in advertising presentation slides.
With simply six panels in that cartoon, I needed to go away quite a bit on the chopping room ground. Considered one of my different favourite used and abused slides is the ever-present framework, Maslow’s Hierarchy of Wants.
Psychologist Abraham Maslow first proposed this principle 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 high.
Little did he suspect, I think about, that this may ultimately encourage entrepreneurs like me to take a look at these wants and suppose, hey, my model isn’t only a bathroom cleaner, it’s an aspirational badge model!
A lot of the job of selling 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 flexibility of a model to stretch into new markets.” My favourite historic instance of that is when the Colgate advertising workforce 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, depends upon the way it’s used. It may be nice for readability and to assist broaden our considering, however we’ve to watch out to not breathe our personal exhaust.
Listed here are a couple of associated cartoons I’ve drawn through the years:
“If advertising stored a diary, this may be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
