An ode to Robert Cialdini, the father of social influence

influence, marketing communication, persuasion, psychology

“Influence: The Psychology of Persuasion” is one of my favorite business books of all time.  As someone who has always been fascinated by those factors that most influence behavior & decision-making, I’m naturally interested in the “art of persuasion”.  Not to mention the little fact that persuasion, done well and through an ethical prism, is a key success factor for … Read More

Injecting some Maslow into your marketing

branding, branding elements, innovation, marketing, Maslow, psychology, segmentation

What would you say if I told you that just a few miles off the coast of Australia was a tiny island where a man’s success was indicated by the colorfulness of his shirt? Think male peacocks or Seinfeld-as-pirate, whichever is easier to visualize. For fear of defaming the semester I studied anthropology in London, I will leave the “anthro-isms” … Read More

How to spur innovation using Maslow’s hierarchy of needs

innovation, Maslow, product development, psychology

Abraham Maslow, the psychologist from Brooklyn who is famous for his ‘hierarchy of human needs’ has contributed more to the discipline of marketing than he ever would have probably imagined. Mind you, Maslow probably spent little if any time contemplating marketing so he likely would have been ambivalent towards his contribution. Regardless of Maslow’s intentions when he devised his famed … Read More

Wilton Stentz, the Yoda of online marketing…

law of association, marketing, marketing communication, psychology

All marketers know how important successful communication is – whether you’re trying to build brand awareness, maintain the loyalty of an existing customer base, or influence key decision makers at work. The Law of AssociationWhile there are several core ‘laws’ that underlie successful communications, few are as crucial and as powerful as the law of association. The law of association … Read More

Innovation via your inner consumer voice

innovation, marketing, psychology

All of us walk through the world with our own mental filters… our filters determine what we pay attention to and what we block out… when I walk down the streets of New York with a certain friend of mine from college, I notice all the dogs that trot past us… he notices the different architectural styles that imbue the … Read More