by Brad VanAuken
As branders, it is useful to understand the basic needs that drive human emotions and behaviors. Abraham Maslow’s hierarchy of needs addresses this, as does Artur Manfred Max Neef’s classification of fundamental human needs. Albert T. Poffenberger, Ph.D. devotes an entire chapter to “An Inventory of Human Desires” in his book, Psychology in Advertising, published […]
by Brad VanAuken
In branding themselves, municipalities should always play off of their strengths. In a recent online survey of 452 Rochester area residents, we discovered that Rochester has many strengths that can be used to develop a powerful brand position.