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.
By KOERT VAN MENSVOORT
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. But who cares? Biomimicmarketing is not about nature as much as it is about marketing. Its goal is to enforce positive qualities of products in the minds of consumers. Nature – with its aura of authenticity, harmony, beauty and dept – is among the best vehicles to achieve this. When analyzing the phenomenon of biomimicmarketing in detail, roughly five, partly overlapping, strategies can be isolated.