Why are certain brands so important and meaningful to some customers that they feel compelled to tell the world about them?
What makes them go that extra mile?
Understanding human behavior—what motivates people to do certain things and act certain ways—is at the very core of successful marketing. This is where the work of the late, great psychologist Abraham Maslow comes in.
Maslow postulated that we humans have an ascending order of needs and used a hierarchal pyramid to prioritize them. At the bottom levels of the pyramid are our physiological needs, which include basic things like food, shelter, and clothing that we all need to survive.
At progressively higher levels in Maslow's Hierarchy are the needs for safety and security, social interaction, and self-esteem. At the very top is self-actualization, a term Maslow coined to describe the ultimate human need to learn, grow, and reach one's full potential as a person.
We all desire on some level to self-actualize, both to be at peace with ourselves and to try to be the best we can be. As humans, we are drawn to people, places, groups, causes, companies, and, ultimately, brands that we believe can help us towards our ultimate goal of self-actualization and total fulfillment.
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