There are seven types of people according to Maslow's hierarchy of needs and the 4Cs system:
1) Explorers are driven by a need for discovery and new experiences.
2) Aspirers are motivated by status and how others perceive them.
3) Succeeders seek control and prestige and feel they deserve the best.
4) Reformers value independence of thought and being at the leading edge of social issues.
5) Mainstreamers focus on family and security within a daily routine.
6) Strugglers live for today and seek escape through sensation.
7) The Resigned celebrate tradition and surviving with familiar brands.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
Thương hiệu dành cho lãnh đạo - Richard MooreVũ Văn Hiển
Những điều bạn cần biết để tạo được một thương hiệu mạnh - Richard Moore
Về tác giả Slide:
Richard Moore – GĐ công ty Richard Moore Associates.
Ông là người đã từng phát triển thương hiệu cho những hãng nổi tiếng như IBM, Citibank…
Hơn 10 năm sống và làm việc tại Việt Nam, ông là người giúp cho các doanh nghiệp Việt Nam tiếp cận với cách thức làm thương hiệu một cách chuyên nghiệp, đồng thời ông cũng đã giúp xây dựng thành công bản sắc thương hiệu cho nhiều doanh nghiệp Việt Nam.
To date, iconic brands have been built more on intuitions of ad agency creativities than by purposeful strategies.
This presentation, inspired on the book How Brands Become Icons by Daniel Holt, extracts the common principles behind these intuitions to build a new cultural branding model that dramatically revises core marketing principles including segmentation, targeting, positioning, brand equity, brand loyalty, cobranding, and communications.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
Thương hiệu dành cho lãnh đạo - Richard MooreVũ Văn Hiển
Những điều bạn cần biết để tạo được một thương hiệu mạnh - Richard Moore
Về tác giả Slide:
Richard Moore – GĐ công ty Richard Moore Associates.
Ông là người đã từng phát triển thương hiệu cho những hãng nổi tiếng như IBM, Citibank…
Hơn 10 năm sống và làm việc tại Việt Nam, ông là người giúp cho các doanh nghiệp Việt Nam tiếp cận với cách thức làm thương hiệu một cách chuyên nghiệp, đồng thời ông cũng đã giúp xây dựng thành công bản sắc thương hiệu cho nhiều doanh nghiệp Việt Nam.
To date, iconic brands have been built more on intuitions of ad agency creativities than by purposeful strategies.
This presentation, inspired on the book How Brands Become Icons by Daniel Holt, extracts the common principles behind these intuitions to build a new cultural branding model that dramatically revises core marketing principles including segmentation, targeting, positioning, brand equity, brand loyalty, cobranding, and communications.
Entrepreneur's guide to building a memorable startup brandIryna Nezhynska
This guide is my contribution to the global startup community.
The goal: to change the overall early business’s mindset that branding is “always a long and expensive process that is available for big companies only”. It used to be, but it is no longer a truth. Moreover I wanted to remind startups that in the era of product overload, your success depends on how people will perceive you and what emotions will turn them into your customers.
That is why I created this step-by-step guide to building a Minimum Viable Brand for startups. It will help you to create product that people will love.
Build a brand that people love, with Brand archetypesDerrick Kwa
Archetypes provide a quick, simple framework to building meaning and emotion - and to connecting with your customers. Learn about the 12 core archetypes, and how to use them to build a brand your customers will love.
The Store Experience Design Debrief by PSFK outlines the major pillars that retailers will need to leverage to hone their store experience over the next decade and design physical stores to encourage visits, engage shoppers and complement the hybrid nature of retail today. This report is part of a series of reports focusing on retail innovation and customer experience to inspire the members of our business intelligence services.
For a copy of this report, please visit: psfk.com/store-design-debrief
Esta presentación es el resumen de algunas clases introductorias al curso de Comportamiento de Consumidor la Pontificia Universidad Católica del Perú (Departamento de Psicología). Tiene como objetivos inspirar a los profesionales del marketing y las comunicaciones sobre la importancia de la psicología para una real comprensión de los consumidores y estrategias de atracción, retención y fidelización de los mismos. Más información? Revise el Blog de Consumer Insights www.consumer-insights.blogspot.com
Marketing Segmentation
In detail about marketing segmentation and different types of segmentation
Different types of marketing segmentation with examples
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
Entrepreneur's guide to building a memorable startup brandIryna Nezhynska
This guide is my contribution to the global startup community.
The goal: to change the overall early business’s mindset that branding is “always a long and expensive process that is available for big companies only”. It used to be, but it is no longer a truth. Moreover I wanted to remind startups that in the era of product overload, your success depends on how people will perceive you and what emotions will turn them into your customers.
That is why I created this step-by-step guide to building a Minimum Viable Brand for startups. It will help you to create product that people will love.
Build a brand that people love, with Brand archetypesDerrick Kwa
Archetypes provide a quick, simple framework to building meaning and emotion - and to connecting with your customers. Learn about the 12 core archetypes, and how to use them to build a brand your customers will love.
The Store Experience Design Debrief by PSFK outlines the major pillars that retailers will need to leverage to hone their store experience over the next decade and design physical stores to encourage visits, engage shoppers and complement the hybrid nature of retail today. This report is part of a series of reports focusing on retail innovation and customer experience to inspire the members of our business intelligence services.
For a copy of this report, please visit: psfk.com/store-design-debrief
Esta presentación es el resumen de algunas clases introductorias al curso de Comportamiento de Consumidor la Pontificia Universidad Católica del Perú (Departamento de Psicología). Tiene como objetivos inspirar a los profesionales del marketing y las comunicaciones sobre la importancia de la psicología para una real comprensión de los consumidores y estrategias de atracción, retención y fidelización de los mismos. Más información? Revise el Blog de Consumer Insights www.consumer-insights.blogspot.com
Marketing Segmentation
In detail about marketing segmentation and different types of segmentation
Different types of marketing segmentation with examples
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
Difficult to maintain your relationships with people who have narcissistic personality disorder.
They will often disappoint you by prioritizing their own needs, over yours, and will not apologize for doing so.
You may feel like
you are struggling to gain their attention,
walking on eggshells in order to avoid offending them or
constantly working to avoid being blamed for the negative experiences in their lives.
If so, do your best to take stock of these narcissistic traits.
Being aware of these personalities, and their subtypes may help you create better boundaries between yourself and the people who embody them.
Cognitive schemas can result in stereotypes and contribute to prejudice.
Stereotypes Stereotypes are beliefs about people based on their membership in a particular group. Stereotypes can be positive, negative, or neutral. Stereotypes based on gender, ethnicity, or occupation are common in many societies.
Then Prejudice has been discussed
Theories of personality, psychology, Characteristics Of Personality, Factors Influencing Personality Development, Purpose Of Personality Theories, Theories Of Personality’s Types, Jung's Personality Theory, Jung’s Eight Personality Types, Adler's Personality Theory, Adler's Psychological Types, GORDON ALLPORT’s TRAIT THEORIES, IN PSYCHOLOGY AND SOCIAL WORK PRACTICE, presentation,
Theories of personality, psychology, Characteristics Of Personality, Factors Influencing Personality Development, Purpose Of Personality Theories, Theories Of Personality’s Types, Jung's Personality Theory, Jung’s Eight Personality Types, Adler's Personality Theory, Adler's Psychological Types, GORDON ALLPORT’s TRAIT THEORIES, IN PSYCHOLOGY AND SOCIAL WORK PRACTICE, presentation,
Looking into the nature of the human person, the pivotal centers of life, the essence of a human person, and how to foster lasting relationship with others.
Introduction to advanced social psychology & historical manifestationsRABIA SHABBIR
one of the most generalised field of psychology with its applications in relatively every domain of life is Social Psychology. The respective upload has shed light on the historical manifestations that modified social psychology to advanced modern social psychology.
SOCIAL PSYCHOLOGICAL THEORY
Karen Horney (Theory of Neurosis)
* Background
* Comparison of her theory to Sigmund Freud
* Basic Anxiety
* Neurotic Needs
* The three solutions
* Alienation
Harry Stack Sullivan (Interpersonal Psychoanalytic Theory)
* Background
* Dynamism
* Dynamism of the Self-System
* Personification
* Cognitive Processes
* Tension and its Types
* Energy Transformation
* Stages of Development
* Determiners of Development
* Research on Schizophrenia
2. W
hilst the rest of the world was partying
in 1969, Dr. Abraham Maslow was
studying monkeys. Monkeys, he found,
always made sure they weren’t thirsty
before looking for shelter, and always
ensured they had shelter before they looked for love
and companionship.
Dr Maslow then went on to study the human beings
around him.
Humans, he found, acted in much the same way. No
human worried about love before they felt secure.
No human sought control before they felt respected
by their peers.
Thus was born Dr Maslow’s famous Hierarchy of Needs.
Young and Rubicam took this hierarchy, and designed a
probing research tool to find out where people stood
within it.
Dr Maslow started by watching monkeys.
3. The basic motivations within
Maslow’s Hierarchy of Needs The result was a segmentation system powerful enough
to segment all mankind, and deep enough to understand
all mankind’s basic motivations.
Because Young & Rubicam also asked what brands
people bought and how they felt about them, the
system also became a way of understanding the deeper
appeals of those brands.
The system accepted that people from different countries
were influenced by their differing cultural backgrounds,
and removed the effect of those backgrounds.
And so it was named the Cross Cultural Consumer
Characterisation, or ‘4Cs’ for short.
4Cs divides people into seven types, depending on their
core motivation. Shades of grey within the types come
from the secondary motivations of their members.
This booklet describes the seven types.
You can find out what type you are by taking the short
online test at http://www.4Cs.yr.com/diys
4. THE EXPLORER
These people are driven by a need for discovery,
challenge and new frontiers.
Young in nature, if not in reality, Explorers are often
the first to try out new ideas and experiences.
They respond to brands that offer new sensations,
indulgence and instant effects.
In short, difference is what they seek out.
Their core need in life is for discovery.
Explorers search for new sensations.
5. THE ASPIRER
Materialistic, acquisitive people, who are driven by
others’ perceptions of them rather than by their
own values.
As a result, they respond to what others perceive as
being superficial: image, appearance, persona, charisma
and fashion. An attractive pack is as important to them as
its contents.
Their core need in life is for status.
With Aspirers, image counts.
6. THE SUCCEEDER
Succeeders possess self-confidence, have a strong goal
orientation and tend to be very organised.
As a result, they tend to occupy positions of respon-
sibility in society. Their investment in the status quo
means they tend to support it.
When it comes to brands, they seek reward and
prestige, and will often seek out the best, because that
is what they feel they deserve.
On the other hand, they also seek out caring and
protective brands – their aggressive attitude to life
means they need to relax occasionally .
Their core need in life is for control.
Succeeders need to get to the top.
7. THE REFORMER
“Don’t tell me what to do or what to think” says the
Reformer, valuing their own independent judgement.
Reformers are the most anti-materialistic of the seven
groups, and are often perceived as intellectual.
They are socially aware, and pride themselves on tolerance.
Reformers seek out the authentic and the harmonious,
and are often at the leading edge of society.
However, unlike Explorers, they will not buy things just
because they are new.
Their core need in life is for enlightenment.
Reformers search for inner enlightenment.
8. THE MAINSTREAM
These are people who live in the world of the domestic
and the everyday.
A daily routine is fundamental to the way they live their
lives. Their life choices are ‘we’ rather than ‘me’.
As their name implies, they are the mainstream of society.
They are the largest group of people within 4Cs across
the world.
They respond to big established brands, to ‘family’
brands and to offers of value for money.
Their core need in life is for security.
Mainstreamers centre themselves within their extended families.
9. THE STRUGGLER
Strugglers live for today, and make few plans for
tomorrow.
Others often see them as victims, losers and wasters -
aimless, disorganised people with few resources apart
from their own physical skills.
If they get on in life, it will depend more on a winning
lottery ticket than anything they do themselves.
They are heavy consumers of alcohol and junk food.
Visual impact and physical sensation are an important
element of their brand choices.
In essence, they seek escape.
Strugglers often see no way out.
10. THE RESIGNED
These are predominantly older people with constant,
unchanging values built up over time.
For them, the past is bathed in a warm nostalgic glow.
They respect institutions and enjoy acting in traditional
roles.
Their brand choices are driven by a need for safety
and for economy. They choose above all what is familiar
to them.
In life, their aim is basic: it is to survive.
The Resigned celebrate the past.
THE EMAILABLE VERSION OF THIS BOOKLET IS AVAILABLE AT WWW.EMEA.YR.COM/4CS.PDF
11. Young & Rubicam
EUROPE, MIDDLE EAST AND AFRICA
GREATER LONDON HOUSE,
HAMPSTEAD ROAD, LONDON NW1 7QP
TEL: +44 20 7387 9366 FAX: +44 20 7611 6942 EMAIL: 4CS@EU.YR.COM