challenges the traditional marketing approach by highlighting that appealing to "wants" (emotional needs, status, self-actualization) can be more valuable than simply fulfilling "needs" (basic functional requirements)

parallel between Maslow's Hierarchy of Needs (physiological needs, safety, love/belonging, esteem, self-actualization) and Marty Newmire's Brand Commitment Ladder (satisfaction, delight, engagement, empowerment). Understanding these hierarchies helps businesses understand what motivates consumers