Building Brands Through Archetypes


Cult Branding was founded on Abraham Maslow’s Hierarchy of Human Needs.

Maslow’s hierarchy offers a simple framework for understanding consumer behavior: Humans have inherent needs (physiological, safety, love and belonging, esteem, and self-actualization) that they try to fulfill. And, consumer behavior is motivated by the fulfillment of some combination of these needs.

Although Maslow’s hierarchy offers significant explanatory power, it does not provide a complete explanation of brand loyalty.

A more comprehensive understanding of branding involves placing Maslow’s work in the context of the works of biologist Antonio Damasio, psychiatrist Carl Jung, and psychologist Ivan Pavlov.

Don’t worry, it’s not as complicated as it reads. We created a presentation so you can absorb the info quickly. Check out our Archetypal Branding presentation.

What is your companies primary archetype?

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