Branding Through Maslow’s Lens

I will argue that, when undertaking corporate branding, it is best done and stands the best chance of success if one understands and adheres to Mazlow’s hierarchy of needs.

Let me start by telling a story. The etymology of Branding can be traced back to Old English, Proto-Germanic and Old Norse to mention a few. Let’s imagine that, more than a thousand years ago, there were people in Northern Scandinavia living of their cattle, reindeers. The reindeers wandered freely over the Scandes to find food. When one strayed away it was perhaps not easy to determine who the owner was. So, to ensure that it was known who owned the reindeer, they were marked with a hot iron – branded. The reindeers were the source of meat , their horns were made into jewelry, knife shafts and arrow-heads, their skin into clothes and throws. All of which could be sold or exchanged for other goods. If one cattle owner offered high quality goods and became known for continuously doing so, people would rather buy his goods than from another unknown owner. The brand mark of that owner became the bearer of a message – that of a specific quality one…