How can evolution help solve current brand problems?

Better well copied than badly invented, it is sometimes jokingly said in the meeting rooms of advertising and communication agencies. However, no one wants to copy from competitors. But what if we could take inspiration from something that is not our competitor and look for the ultimate solution to a problem? The answer is evolution. Because there are principles that nature (and society in general) works on, and we could use them as a source of solutions to brand and communication problems. Which principles are they? And how can we use them in practice? That's exactly what addresses a new book, "Evolutionary Ideas: Unlocking ancient innovation to solve tomorrow's challenges" by Sam Tatam, my London-based colleague at Ogilvy Consulting and one of the speakers at Forum Media 2021, writes Jirka Jón, Jirka Jón, Head of Strategy & Consulting, for Marketing & Media.

Although there is a large number of books available on the market on the topic of behavioral science (based on human evolution) and its application in marketing, the book "Evolutionary ideas" is unique in its own way. It rightly took the top spot in book sales in its category immediately after its release. In the book, Sam Tatam not only discusses the principle of innovation in general, but also conveniently supplements it with concrete examples of application in practice. In the following lines, I will discuss those that I found most interesting.