{"id":908,"date":"2018-02-12T00:00:00","date_gmt":"2018-02-12T00:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/all-marketing-is-darwinian\/"},"modified":"2019-11-19T16:33:01","modified_gmt":"2019-11-19T16:33:01","slug":"all-marketing-is-darwinian","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/all-marketing-is-darwinian\/","title":{"rendered":"All Marketing is Darwinian"},"content":{"rendered":"

Happy 209th Birthday to Charles Darwin!<\/p>\n

Today we are very excited to be celebrating Darwin Day at Brand Genetics! When we started up in 1996, we launched with one fundamental belief: \u201cAll marketing is Darwinian\u201d. We used the principles of evolutionary genetics to guide our approach to innovation. And although much has changed in two decades, this philosophy still remains integral to the business today.<\/p>\n

Our original vision was to help clients develop new categories, not just new products. This goal\u200a\u2014\u200awhich today would be termed disruptive innovation\u200a\u2014\u200awas rooted in the understanding that \u201cmutations are the source of all progress\u201d. It challenged conventional thinking and inspired our early Mutant Marketing Programme. Working with visionary and maverick clients, we developed ideas on the basis of form before function (product-led innovation), co-created with Pioneer consumers (lead users and early adopters) and conducted iterative \u201conly the fittest survive\u201d selection (these days, what we\u2019d call a \u201ctest and learn\u201d approach).<\/p>\n

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While much of what was cutting-edge then is now widely advocated today, we continue to enjoy helping our clients break new ground by using our distinctly human-centred approach to insight and innovation. In a world obsessed with Big Data, we believe that the future is very much human. We build on our Darwinian roots, we think about consumers\u00a0not as users or buyers<\/a>, but as human beings, because we believe it\u2019s only when we see people in human terms we can understand core human motivations and spot opportunities to enhance people\u2019s lives.<\/p>\n

Today, on Charles Darwin\u2019s 209th Birthday, we launch a new weekly content platform exploring \u201cthe survival of the fittest\u201d\u200a\u2014\u200akeeping you up to date with the latest trends, insights and innovations. As a team of marketers, researchers and social scientists, we are excited to share insights from psychology and behavioural science as well broader observations on the evolution of marketing and branding.<\/p>\n

\u201cHere\u2019s an opportunity to stand up for reason, science and humanism.\u201d Steven Pinker.<\/p>\n

What we\u2019ve been reading this Darwin Day:<\/em><\/strong><\/p>\n