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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What is your view on the coronavirus?


Siri Beerends: I really embrace the idea that viruses can teach us a lesson in modesty. It is necessary that our position as the dominant species on the planet is being challenged. I also agree that it is a mistake to think that we are becoming Gods. But unfortunately, this is actually what is happening now. Corona doesn’t teach us to be modest, it teaches us how we can -as quickly as possible- go back to business as usual: saving our capitalistic economy.

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