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.
The products in the first category have none or only a very weak link with the natural imagery being used: Lacoste is not about crocodiles, Linux is not about penguins, Bacardi is not about bats and Apple is certainly not a fruit company. The natural reference is mainly employed for…
The border between the first and the second category is fluid. With the products in the second category, the link is more content oriented. For instance, by calling a sneaker ‘puma’, its makers not only apply the natural reference aesthetically, in addition, they hope to transfer some of the positive…
A third category of biomimicmarketing is the group of products that sell themselves by emphasizing they provide the consumer with a ‘natural feeling’. Bra’s so light and soft that if feels as if you are naked. Hair dye products that transform brunettes into natural blondes. The natural condoms mentioned earlier…
The products in the fourth category don’t necessarily provide the consumer with a natural feeling. Their biomimicmarketing revolves around the claim to be ‘friendly towards nature’. Typically, the claim is made in comparison with other, ‘less friendly’ products of competing brands. Think for instance of the Toyota ECO sports utility…
The fifth category encapsulates the products that are ‘naturally made’. Arguably, here the natural claim is the most convincing. Think eco-tomatoes, bottled mineral water from a natural wellspring, organic shampoo and biological meat. Contrary to regular products, which are typically produced at large scale industrial sites and packed with chemical…
Five strategies of Biomimicmarketing
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.…Read more
'Green electricity, Organic Shampoo, Jaguar convertibles, Red Bull, Bio Beef, Camel cigarettes and Puma sneakers. Once you develop an eye for it, it is quite astonishing to see how many products and brands refer to Nature'
Koert van Mensvoort
Corporations Like Nature®
You love nature and coorporations love you. That’s why they make Nature® look very cool.
‘Nature’ Words According to Google
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. It seemed like a smart idea to start at Google image search. Just type in a word and you’ll immediately get a collage of images that show you what it means.…Read more
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.…Read more
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. So, why not going for something different?…Read more