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 depart quite a bit on the chopping room flooring. 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 concept in a 1943 paper on “The Concept of Human Motivation,” the place he tried to categorise the common wants of society. Maslow’s framework is often proven as a pyramid with probably the most primary wants on the backside and higher-level wants on the high.
Little did he suspect, I think about, that this is able to finally encourage entrepreneurs like me to have a look at these wants and assume, 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 higher. However this will additionally result in exaggerate the roles our manufacturers play in individuals’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 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, depends upon the way it’s used. It may be nice for readability and to assist increase our considering, however we’ve to watch out to not breathe our personal exhaust.
Listed below are a couple of associated cartoons I’ve drawn over time:
“If advertising stored a diary, this is able to be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
