Maslow’s theory, published in 1943, created a hierarchy of mans’ needs. The main thesis provides that once basic needs are met, then man is able to fulfil his higher needs...

In today’s consumer society, brands can help people to progress through all levels of Maslow’s hierarchy of needs. At the most basic level, they provide the means to eat and stay warm. At higher levels, they provide the means to express and even develop personal identity.

Brands are beginning to recognise what research clearly shows: that despite the proliferation of possessions and significant rises in personal wealth, people are no happier now than they were thirty years ago. This represents, in part, a failure on the part of brands to enhance people’s emotional lives.

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