Strategy #1: Use Nature As Aesthetics

Van Mensvoort
July 26th 2009

The products in the first category have none or only a very weak link with the natural imagery being used: Lacoste is not about crocodiles, Linux is not about penguins, Bacardi is not about bats and Apple is certainly not a fruit company. The natural reference is mainly employed for aesthetic reasons.

The placement of a cell phone antenna mast in a natural resort can be sold to the public much easier once the mast is dressed as a pine tree. Artificially created islands in Dubai are more attractive and have a higher market value when created in the shape of a palm tree.

The reasoning of the marketers is as simple as it is effective: People are familiar with natural phenomena and typically think positively about them. How convenient for products to hitch hike along on with the existing perception.

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Should men be able to give birth to children?


Koert van Mensvoort: Is the artificial womb frankenstein-like symbol of (male) engineers trying to steal the magical womb from women? Or… is it a feminist project and needed to reach through equality between the sexes? I personally lean towards the latter. To me it feels like progress if a girl can tell a guy to carry the womb for a change.

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