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February 10, 2006


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» Let the games begin! from Corante Marketing Hub
Is it just me, or are the winter Games a lot more fun to watch than the summer Games? Good thing I can blog and watch TV at the same time. (Um... It is a good thing, right?) Okay. Here... [Read More]

» Maslow & Branding: Control from Futurelab's Blog (in beta)
by: Jennifer Ryce OK... after 2 computer crashes, a new computer and a trip to San Fran, I'm back in business. I've been reviewing the 8 basic human needs in Maslow's Hierarchy and discussing the implications for branding. First came... [Read More]

» Maslow and Branding: Esteem from Futurelab's Blog (in beta)
by: Jennifer Ryce Yesterday we looked at Security and Connection, the two most foundational needs (above basic survival) on Maslow's Hierarchy. I was planning to focus on another two today, but this next need -- Esteem -- is rather juicy.... [Read More]

» Maslow & Branding: Last 3 from Futurelab's Blog
by: Jennifer Rice We're almost to the end of the series on Maslow and Branding. I'll wrap up the last three needs in Maslow's hierarchy here, and then we'll look at how they all interact in social networks.... [Read More]

» Maslow & Branding: Wrap-Up from Futurelab's Blog
by: Jennifer Rice In previous posts I've outlined 8 basic human needs in Maslow's Hierarchy and how they relate to branding: Security, Connection, Esteem, Control, Aesthetics, Cognitive, Self-Actualization and Transcendence.... [Read More]



your site is very helpful in my oral presentation in my marketing class, thank you for all the information, keep up the good work!


Hi Jennifer!

I surfed onto your site from Gaping Void. I loved reading your posts on marketing as applied to Maslow's hierachy of needs.

I've read about them but have never seen them applied to a marketing persepctive before. Great stuff.

Zane Safrit

Good Lord! Thank you so much! That's very kind of you to say.

Wow!. Our weekend is made!


This is a great series. Lots of good information to consider!

steven e. streight aka vaspers the grate

Maslow's Hierarchy is a Psycho Capitalism misanthropic gimmick. Christopher Lock, at Mystic Bourgeoissie explains the racist roots of Maslow and his lab.

Every starving artist betrays the falsity of his silly scheme.

NO--you don't have to wait until all your basic needs for food and shelter are met, prior to engaging in "self-fulfillment" which for many, translates into corporate Enron type greed, and narcissistic delusions of grandiosity.

It's nice to return to your blog and see a lovely new photo, and controversial posts.

Keep up the great work, Jennifer!

Mark True


This post merges well with the brand life cycle a former collegue shared with me several years ago (I can't remember the original source, but maybe some of your readers will know it). It suggests that brands move through the following four stages:
1. Here I am
2. Here's what I do
3. Here's why I'm better (than the competition) and
4. I'm part of your life

Obviously, brands want to move through the first three and set up house in the fourth, and it's hard to accomplish that without appealing, at least a little, to the ego!

Tomas Hrivnak

Dear Jennifer, I can't wait for the top of the pyramid. Even though this (Maslow's hierarchy of needs) is seemingly a very workable and simple paradigm, there have been new readings of it which suggest, for example, that such a sequential hierarchy of needs doesn't usually happen in our post-scarcity society. Rather, we should see "human needs as an ecosystem where all needs co-exist together for the vast majority of us once our basic subsistence needs are met. The interesting opportunities lie in understanding how, where and why these needs are not being met. The implicit challenge for brand strategists and brand-owners alike is to accept the contradictory nature of most modern consumers and to work with it." (Mark Rodgers & Mattias Ostlund in Creating Desire – Helping the Buyer to Buy, an Esomar paper from April 2004

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