Global Branding and Maslow's Hierarchy of Needs

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