As a marketer, you are likely quite familiar with Maslow's Hierarchy of Needs. If you are not, please read this blog post first.
I have spent time in a number of countries on different continents training brand managers and helping them build their brands. In the process of doing this, I have noticed that different types of brand messages work better in different countries. In particular, a country and its stage of development seems to be closely correlated with the effectiveness of specific messages. Here is what I have found:
- If a country is only a generation or less removed from tribalism, especially nomadic tribalism, safety, security and belonging messages work best
- If a country is developing, family, belonging and especially status messages work best
- If a country is an advanced civilization with long-time urbanization and significant wealth, the messages that work best are a combination of social status and increasingly self-expression, creativity and self-actualization
Nice article. Often we forget to take into account Maslow's hierarchy of needs before designing a brand strategy when it should essentially be the first step. Thanks for reminding.
ReplyDeleteThis piece smartly links global branding strategies with Maslow’s pyramid—showing how cultural development shapes messaging from security to self-expression. As a Creative Agency, it’s a practical branding compass!
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