Biomimicmarketing

Nature is the most successful product of our time

Nature is a terrific marketing tool and corporations know this. Somehow the natural reference provides us with a familiar feeling of recognition and trust. We call this phenomenon Bio-mimic-marketing: using images of nature to market a product. Due to the countless campaigns that promote a one-sided positive image of the natural world, nature itself has become the most successfully marketed product of our time.

Five strategies of Biomimicmarketing

ESSAY BY Van Mensvoort
July 27th 2009

Green electricity, Organic Shampoo, Jaguar convertibles, Red Bull, Bio Beef, Alligator gardening tools, Camel cigarettes and Puma sneakers. Once you develop an eye for it, it is quite astonishing to see how many products and brands – through their name or logo – refer to ‘Nature’. We call this phenomenon Bio-mimic-marketing: using images of nature to market a product.

Nature is a terrific marketing tool and corporations know this. Somehow the natural reference provides us with a familiar feeling of recognition and trust. Biomimicmarketing is applied in the most peculiar, unexpected ways.

For instance, when having to choose between eighteen different types of condoms at the drugstore, I am intuitively drawn towards the one with the word ‘natural’ on the packaging, thereby omitting the contradictory fact that condom-use in itself can hardly be called natural.…

Corporations Like Nature®

You love nature and coorporations love you. That’s why they make Nature® look very cool.

‘Nature’ Words According to Google

Van Mensvoort
August 22nd 2010

Imagine you were an intelligent alien from outer space that just landed on Earth. Before you can mingle with the earthlings you'd need to learn their language.…

Steam Horse

Van Mensvoort
March 31st 2009

This remarkable proposal for a steam powered street locomotive was invented by Mathewson in 1876. According to the inventor the goal was to make a machine resembling a horse in form, so as not to frighten the horses on the streets.…

Wooden Bankcard

Van Mensvoort
July 23rd 2009

Silver, gold or platinum creditcards? Expensive metals in credit card design used to have a certain luster in the past, yet today we are all (painfully) aware the mimicked material is totally meaningless – In the end it's all plastic.…