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Abraham Maslow Was A Brand Strategist

I’m often asked my opinion or recommendation on tools or techniques to use for positioning a brand. While my default answer is always: “Use our Structural Mapping Process or your good instincts”, there is an additional tool that can help zero in on what dimension of human needs a brand really fulfills: Maslow’s Hierarchy of Needs. This wonderful, insightful, ever so helpful little pyramid created by the great 20th American…

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Date: January 12, 2015

Author: Jacob Kessler

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On Being Relatable

The other day, in a client meeting, I overheard a woman say to her colleague, “We need to choose a voice actor who’s more relatable…”. I’ve heard this expression quite a bit lately, and so I looked it up but couldn’t find it in Webster’s. So I went online, and sure enough the good people at Oxford English Dictionary had picked up on this relatively recent word, the definition for…

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Date: December 15, 2014

Author: Jacob Kessler

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Why We Rule the World—Pt. 3

In Dr. Yuval Harari’s book Sapiens: A Brief History of Mankind, he connects the ability that our ancestors developed of being able to create ‘fictional narratives’ (stories of things that do not physically exist) directly to the modern concept of the corporation. A corporation is more than the buildings and assets it owns, or even the employees and owners it has, or even the products and services it provides. The…

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