Social marketing is an activity that by its very nature must do something good for society. Do it selflessly and free of charge. Most likely, that at a time when the company is starting to use corporate social responsibility (CSR), it’s no longer about any social marketing. Cause-related marketing is starting, as the company is working on the brand with the help of cognitive biases and other human evolutionary features. Such activities will result in both further increase in customer loyalty and increase in profits. Moreover, in developed markets, cause-related marketing (like social one) has ..read more

The main successes of our species are directly related to high sociality. Of course, in sports, striving for sociality is expressed extremely strongly. Human ability to successfully exceed Dunbar’s number (150) allows one not to think that in the context of our next of kin a full stadium of people is in itself a tremendous achievement. Not the marketers, management, or club players’ achievement, but the accomplishment of ordinary Homo sapiens. After all, if there were chimpanzees in the bowl of the filled sports arena, the craziest ultras’ behavior could fade against their background. This is ..read more

How do you imagine people living 40 thousand years ago? What did they do? What were their lives like? What thoughts filled their minds? What fears? Have you heard about the Lion-man figurine? It is a small statue about 30 cm high, found in Germany. Its age is just 35–40 thousand years. It refers to the Aurignacian culture. Making such a statue with then-existing tools is not an easy task. According to the reconstruction of the process using typical instruments for that time, the process of manufacturing such a figure could take up to several months. Probably, the society freed the master from ..read more

Understanding the brain’s work and various cognitive biases is increasingly seeping into the daily lives of people of different specialties, as we are all looking for an opportunity for a competitive advantage. Various elements like the importance of being the first to name the price, make a good first impression by appearance, not to reject tea/coffee—all this is already known to many. Others go further, trying to study a huge number of existing cognitive biases. However, if we read a book or watch a film, we try to do this from the first seconds and the first pages. It’s the same with unders ..read more

A cool brand is an opportunity for consumers to show their own status. The status issue has been raised by me repeatedly. Its main goal is to increase the chances of reproducing offspring with a partner that is as high as possible in the hierarchy. There is even such a term as “demonstrative consumption”, describing the men’s unconscious desire to stand out in front of the opposite sex through expensive (or seeming to be such) demonstrative purchases. From the evolutionary psychology point of view, an expensive purchase and a cool brand serve as a signal for the female that the male will be ab ..read more

When your brand (including a personal one) is going through a crisis, logic is the last thing you need to resort to. On the example of Hollywood stars, we see that such a basic principle as a confession of guilt is applied everywhere. And in some sense, it helps even in a specific context, which does not imply forgiveness. I have already described the way the mechanism of trust works in terms of evolutionary psychology. Trust is our unconscious work for society in order to increase our own chances of survival, help, and, most importantly, offspring reproduction. The desire of payback for betra ..read more

In working with the athlete’s personal brand, appearance is extremely important. In some of my articles, I’ve dwelt a little on how our brain processed appearance. Since this article is not about this, I will say briefly: appearance is priming. We create an estimated judgment about a person on the basis of his/her appearance. Even if it concerns whether a person can be trusted. Tattoos are an opportunity to correctly position a personal brand. For others and for yourself. It must be remembered that a tattoo in sight of the person himself/herself will have a serious impact on his/her actions. A ..read more

We tend to trust. From the perspective of evolutionary psychology, everything is pretty simple: if someone warns us of a danger, it’s easier for us to trust the person to improve the chances of our survival than recheck and technically reduce these chances. Yes, until quite recently, everything was that simple. Biologically, confidence is regulated by oxytocin. In fact, a couple of centuries ago, most of the population lived in small villages with a resident population. Everyone was at one another’s face. Increasing confidence in this society using oxytocin made it possible to increase the cha ..read more

Motivation is a very fragile thing. One false move and you turn an extremely loyal employee, ready to sacrifice himself/herself for you, into a person who would at best lose any desire to do anything for you (and that’s if you’re lucky enough!). You’d better not even know what can be at worst. That is why you should approach the process of motivation building with a full understanding of the issue. To start with, I recommend reading my first article on motivation, otherwise, you will not understand the basic information like, for example, the existing important division into intrinsic and extr ..read more

In turning to unconscious mind, we can rely on the principles of work we know. It is sometimes difficult for us to understand consciously how many things work successfully under the guidance of unconscious mind. Making patterns out of incoming information, our brain can cope with seemingly quite complex tasks much more successfully if a task to bypass the conscious mind is set beforehand. The range of application of this approach can be very broad: from the study of new languages and up to a vest, which will give users something useful when converting incoming information. At the same time, be ..read more