The brand strategists’ toolkit: Maslow’s hierarchy of needs

For many marketers, the go-to framework for motivation was put forward by Abraham Maslow in his 1943 paper ‘A Theory of Human Motivation’ and is most commonly known as Maslow’s Hierarchy of Needs.

What motivates people?

This is an enormously important question if you work in branding. Should we use a stick or a carrot? Love or fear? Should we play on insecurities or appeal to aspirations? Without some sort of framework for understanding human motivation, we would ha

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