Why values, human needs and motivations matter in branding
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Hobbes, Rousseau, Maslow and Advertising

Hobbes, Rousseau, Maslow and Advertising

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Why values, human needs and motivations matter in branding Presentation Transcript

  • 1. Why values, human needs andmotivations matter in branding Hobbes, Rousseau, Maslow & Advertising NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 2. In an ocean of commodity markets it is often advertisement - or rather branding - that can set two identical products apart. NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 3. Branding is about the power of storytelling. Before any story can be told, however, we need to have an understanding about the relevant human desires and needs we believe to be true about the people we are going to tell our story to (a.k.a. our “target group”).NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 4. What are our convictions about our target group - or consumers in general? Or even more general, what is our deep belief about the “human race”, as a marketer?NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 5. Do we think, like Thomas Hobbes, holding that primitive human life is ultimately "solitary, poor, nasty, brutish, and short"?Humans just want to stuff themselves with material goods selfishly and with greed, without self-awareness? NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 6. Or, do we think like Jean-Jacques Rousseau, the Enlightenment philosopher, holding that mankind is ultimately “free” and “noble”? Do humans want to be liberated by ideals, noble principles and activated by good deeds? Are we naturally and innately good? NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 7. Our answer to that question can ultimately determine the way we tell our stories as marketers and professional users of media. NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 8. American psychologist Abraham Maslow pioneered an approach to understandinghuman motivations that he called “Humanistic Psychology”. He believed that everyperson has a strong desire to reach his or her full potential, which he referred to as“self-actualization”.This would make Maslow a Rousseau-ite at first glance, right? NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 9. Maslow’s insights into human nature allowed him to quickly realize that self-actualization was not the most pressing need for human beings. This led him tocreate his most famous contribution to psychology, now commonly referred toas Maslow’s Hierarchy of Needs a.k.a. “The Maslow Pyramid”. After six decadesit is still widely used and applied: NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 10. Maslow represented the basic levels of human needs in a hierarchy, a pyramidvisualization. The needs flow from the most basic survival requirements, such asfood, water, and shelter, to the pinnacle, which Maslow called self-actualization. NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 11. The lower two levels of the pyramid relate to physical needs, the upper ones are “meta- physical” catering to emotional, intellectual and spiritual motivations. Maslow said that people act out of feelings caused by needs which have not been satisfied. We are compelled to try and resolve those needs in a certain set order.NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 12. As marketers we have a great responsibility because we are not justshapers of society but we can influence individual behaviour based onour underlying assumptions about human nature and motivations... NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 13. Will we “vulgarize and brutalize” (Bill Bernbach) our target groupthinking they are only interested in “shopping and fucking”?Or will we elevate our target group believing that they have longingsfor higher purposes? NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 14. On the following slides we present real life advertising examples foreach approach - corresponding to Maslow’s hierarchy. NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 15. Physiological (sex, food, excretion)NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 16. Safety (security of health, family, property )NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 17. Love/belonging (friendship, family, sexual intimacy)NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 18. Esteem (self-esteem, confidence, achievement, respect)NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 19. Self-actualization (morality, creativity, problem solving, spontaneity) NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 20. Final words: "All of us who professionally use the mass media are the shapers ofsociety. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level." - Bill Bernbach, founder of the agency Doyle Dane Bernbach (DDB) NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 21. Headquartered in Budapest with business activities throughout the CEE region - includingBudapest, Berlin, Prague, Vienna and Bucharest - Next Wave Europe is a fast expanding boutique brand and strategy agency focused on content creation and the social experience. NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM
  • 22. Next Wave Europe www.nextwaveeurope.com hello@nextwaveeurope.com facebook.com/nextwave.europe twitter.com/nextwave_hu NEXT WAVE EUROPE | BERLIN-BUDAPEST-PRAGUE-BUCHAREST | WWW.NEXTWAVEEUROPE.COM