In this Harvard Business Review article, the authors of Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers get close to the closer to the codes of the Spiral, without knowing about them.
MIT press has also just published paper The Designer’s Role in Facilitating Sustainable Solutions. This article explicitly applies Spiral Dynamics as a critical element in solving our current problems.
The momentum is building.
Filed under: Little Bit o'Spiral | Tagged: danial wahl, Gerald Zaltman, Harvard press, Lindsay Zaltman, MIT Press, seaton baxtor
The Harvard Business Review article was a fascinating read. Thanks for sharing.
What did you mean by “the Spiral?”
The following quote really reminds me of the truth behind why many of us spend so much money on things that only make us fleetingly happy. (i.e., my guy’s affinity for wanting a brand-new, gigantic TV with up-to-the-second technology every time one comes out, among other products – I’d much rather use that for a vacation) Much of why we as members of society spend and the objects that we acquire through credit and large expenditures is about looking to fit into the status quo, trying to satisfy our needs to impress others or attaining security (which can never 100% be had anyway).
With so many of today’s marketing strategies honing in on our core emotional needs, we, as consumers, really need to take a second look at the reasons for our purchases and how they fall in line with our values.
“Sometimes, connection is expressed through the consumption of material things that reflect social membership, help us feel accepted, or demonstrate our relative position in society. Consumers develop strong attachments to objects, brands, and companies.”
Hello,
Great reading, and I thoroughly enjoyed reading Marketing Metaphoria as well.
How many deep metaphors does a Brand need to promise to satisfy for a consumer to start wanting to buy / try that brand? Is there such a thing as a minimum number?
Kind regards,
JPh
I am blogging on Brand marketing and Consumer engagement @ http://concept2creation.blogspot.com