2010-06-21

Evolutionary Marketing


Evolutionary Marketing is based on evolutionary psychology in the spirit of Darwin. This is what I have been developing for some 25 years, based on a humanistic perspective. Realising that my concept, already from its beginning, would have been classified as Evolutionary Marketing, I include this designation. Significant for evolutionary marketing is the valuing of commercial offers based on evolutionary psychology; extremely important in the economy of branded products and, consequently, of brands.
The basics of Evolutionary Marketing can be downloaded from my General Theory of Marketing.

2010-06-12

Metaprodukt etablerat begrepp


Termen metaprodukt publicerades för första gången 1985. En metaprodukt är allt det ditt sinne uttyder av och associerar till någon produkt du ser. Den är vad dina kunskaper och erfarenheter berättar, och handlar därför också om tycke och smak. Kan du tänka dig att köpa produkten, så handlar metaprodukten även om dina önskningar och fantasier om hur den skulle vara att äga, bruka och visa dig tillsammans med. En del, bara en del, av metaprodukten utgörs av dina associationer till varumärket.
"Metaprodukt" introducerade jag i boken "Metaprodukten och marknaden" som fick stor uppmärksamhet. Sedan dess har begreppet blivit accepterat och använt i vida kretsar för att beteckna vad som skiljer en produkt från en annan, differentierar, bortsett från rent fysiska skillnader.
Det var före den stora varumärkeshypen. Under de här åren har min idé publicerats i böcker och artiklar på åtta språk och jag har presenterat den i föreläsningar och seminarier i 15 länder. Bland annat föreläsningar på universiteten i Stockholm, Uppsala, Lund, Umeå och St Petersburg samt Markedshøyskolen i Oslo och Purdue University i Indiana USA. Från Manila i öst till Kansas City i väst, Umeå i norr till Sao Paulo i syd.
Min General Theory of Marketing ger dig den fullständiga bilden av vad alla dessa års utveckling har lett till.

2010-06-11

Evolutionary psychology retires Maslow


For years, Maslow’s theory of human motivation has had its last stand in marketing. On the top of his once famous "need hierarchy" reigns the often referred to self actualization.
American professor, behaviourist Geoffrey Miller, in his book Spent calls it seriously outdated, and Canadian professor Gad Saad writes: "If Abraham Maslow were correct that the apex of human needs is self-actualization, we should find more songs about reaching one's potential as a human being and fewer about sex!" And a team of psychologists at the Arizona State University has finally come to the conclusion that Maslow's mysterious "self actualization" has definite biological implications. Which means importance for the individual's potential for mating. This reasoning can be seen as a consequence of evolutionary psychology gaining in interest, uniting psychology with biology in the tradition of Darwin, stating that no creature is born like a blank sheet; our naturally inherited instincts are prime movers affecting our daily behavior.
From the need for a relevant alternative to Maslow, I already in 1990 sketched the above model, designating it “the Paradigm of Survival”. The purpose of this model is to show the innate desire to breed as the ultimate biological goal of our "selfish genes". For the penultimate step I used the term Social Identity: all according to Darwin’s theories and the 100 years of qualified research since.
My “Paradigm” has proven itself in practical use and education during more than twenty years. It offers a straightforward means of understanding everyday human behaviour, regardless if being influenced by conscious or unconscious desires. This makes it a natural component for a revised discipline: Evolutionary Marketing.
Read more in my General Theory of Marketing.