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Using Unicist Binary Branding Actions to Generate Leads

The generation of leads in B2B businesses requires simplifying the process by developing binary actions to install attributes in the mind of potential buyers. The use of adaptive automated communication, based on the institutional and product attributes requires managing segmented communications.

About Brands

The objective of brands is to have a power that allows influencing buying decisions. Branding objects are commercial catalysts that may have a conjunctural, specific, systemic or generic functionality.

About Unicist Branding Objects

The purpose of a branding object is to foster an unidentified buying intention (goodwill) in the mind of the potential buyer. Brand power is the catalyst of the drivers of the marketing mix (catalysts are not part of a system).

As a catalyst, the brand power has two possibilities:

  • It has the necessary critical mass to generate a buying intention in the mind of a person.
  • It cannot achieve the necessary critical mass. In this case, its use generates a paradoxical effect, because it either installs doubts in the mind of the potential buyer or it generates suspicion. Therefore, in this case, the potential catalyst transforms into an inhibitor.

Branding objects have two different functions.

  • Install product/service brand attributes: When they install the necessary product/service brand attributes they are fostering concrete buying intentions.
  • Install institutional image attributes: In order to be credible and work as branding objects, they need to install institutional image attributes.

Institutional Branding

Institutional branding is based on the institutional reliability, the consistency of its actions and the consistency of the implicit ideology of the institution.

There are two categories of institutional branding objects:

  • Positioning Objects
  • Participation Objects

Product / Service Branding

Product / Service branding is based on the attributes of the products or services. It is based on their unique technological aspects, their valuable uniqueness and their differentiated uniqueness that makes them “outstanding”.

There are two categories of product / service branding objects:

  • Benchmarking Objects
  • Influential Objects

The first active action in Object Driven Marketing, after the segments and the customer profiles have been defined, is the use of the Brand Power by using branding objects. Branding objects work as catalysts, which require using subliminal communication to avoid generating paradoxical results.

The purpose of the branding objects will have been achieved when the potential buyers enter a comfort zone where the commercial objects can work smoothly.

Unicist Innovation Center – A Sharing Space
The Unicist Research Institute

The Unicist Functionalist Approach: The functionalist approach is based on the use of binary actions that are composed by two synchronized actions where the first one opens possibilities and the second one ensures results. www.unicist.org

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The Design of Marketing Catalysts

Marketing Catalysts are sales accelerators that diminish the efforts needed to influence buying decisions. Marketing catalysts have been used ever since people had to produce results in business, social and political marketing. Marketing catalysts use binary actions. The first action opens possibilities by accessing latent needs, while the second action satisfies urgent needs.

catalysts

Basically, it can be said that marketing catalysts are business objects that build a context for the actions that are being influenced that has to be consistent with the environment in order to be acceptable. Companies use more than one catalyst simultaneously. This integration increases extremely the influence on markets. The functionality of catalyst varies according to the circumstances of the market.

Some examples will help to grasp the idea:

  • Special offers are Generic Catalysts that accelerates the marketing processes of products included in a brand. Their acceleration is low.
  • GE Open Innovation works as a Systemic Catalysts that accelerates marketing processes of a category of products or services. Their acceleration is medium.
  • Amazon direct publishing alternative is a Specific Catalysts that accelerates marketing processes of specific products. Their acceleration is high.
  • IBM Deep Blue chess-playing supercomputer in the 90’s was a Conjunctural Catalysts to increase the equity value of IBM. Conjuctural catalysts accelerate marketing processes of specific products in specific segments. Their acceleration is very high.

Catalysts might be entities that exist in the environment or catalyzing objects that are built by the companies. The levels of acceleration catalysts introduce in marketing processes depend on the specificity of their functions:

The Need of Behavioral Catalysts in Marketing

The research on the root causes of the success and failure of the market expansion of startups developed at The Unicist Research Institute confirmed that 100% of the successful marketing strategies were sustained by behavioral catalysts, while 100% of the failures had insufficient catalysts.

This demonstrated that the success of sustainable marketing strategies in innovative, supply driven or highly competitive markets depend on the use of behavioral catalysts. These catalysts might be entities that exist in the environment or catalyzing objects that are built by the companies.

Unicist Innovation Center – A Sharing Space
The Unicist Research Institute

The Unicist Functionalist Approach: The functionalist approach is based on the use of binary actions that are composed by two synchronized actions where the first one opens possibilities and the second one ensures results. www.unicist.org

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Using Unicist Marketing Cobots in Virtual B2B Marketing

Marketing Cobots are collaborative intelligent applications that simplify processes and manage adaptive automation. One of their applications is the development of B2B marketing processes of differentiated products and services to generate leads.

Unicist Cobots use unicist logic that allows emulating buying processes and managing the necessary segmented communication processes to generate leads. These marketing cobots are based on the use of a first-choice marketing strategy.

Their development requires using the buying argument and transforming it into the selling argument to be used in the interest generating process.

The purpose of these cobots is to install the expectations of the need satisfaction that include the latent needs of potential customers.

Unicist Cobots use Binary Actions

The marketing process includes the design of the necessary binary actions to access the concepts each segment has in mind to expand the possibilities for the client and ensure the achievement of results.

The cobot manages a set of communications that cannot work as SPAM. Therefore, they need to be based on the understanding of the needs of the potential customers, which requires understanding the functionality of their business.

They need to make the differentiation of the value proposition be perceived as a first-choice alternative for the potential customer that needs to be experienced to transform it into a buying intention.

The use of unicist logic allows managing the process and, if necessary, the use of unicist AI allows managing the fundamentals of buying processes to elaborate differentiated value propositions for each potential customer. 

Unicist Innovation Center – A Sharing Space
The Unicist Research Institute

The Unicist Functionalist Approach: The functionalist approach is based on the use of binary actions that are composed by two synchronized actions where the first one opens possibilities and the second one ensures results. The use of univocal actions only works in fully controlled processes or where the environment provides the second action that sustains it. Therefore, the use of binary actions is not optional when it is needed to ensure the generation of results. www.unicist.org

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Unicist Innovation Marketing Strategy

Innovations are such because they satisfy latent needs. The purpose of innovation driven marketing is to satisfy latent needs, which requires expanding the possibilities of customers, using innovative approaches, and managing an empathic design of the products and services.

Innovation Marketing requires opening the possibilities based on the technological change customers need to perceive as necessary to generate a superior level of results.

Innovations can be introduced when there is a possibility of having a high level of influence in the market, sustained by a solid credibility to deliver extremely aesthetic products or services.

Unicist Press Committee
The Unicist Research Institute

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Commercial Binary Actions Building

Binary actions are two synchronized actions that expand markets while they ensure their results. Therefore, influencing customers requires using unicist binary actions that include the drivers and catalysts of buying processes.

The unicist conceptual marketing approach uses binary actions based on the root causes of buying processes, which are influenced using catalysts.

unicist binary actions

Binary actions are two synchronized actions that aim at the same purpose. Some general examples will help to grasp the idea:

  • The active function and the energy conservation function of the intelligence of a tree drive its growth and survival
  • .Lift and propulsion make airplanes take-off and fly.
  • The cover and the back-cover define the functionality of the packaging of a book.
  • The music and the lyrics of a song define its aesthetics.

In the field of marketing, binary actions ensure fluent communication. Their use allows emulating the structure of buying processes to manage their dynamics and evolution. Some binary actions in marketing are:

  • Latent Needs Satisfaction + Urgent Needs Satisfaction = New Customers
  • Influential Marketing + Effective Sales = Sales
  • Knowing the Buying Argument + Using Selling Argument = Complementation Building

The success of sustainable marketing fully depends on the use of binary actions that include catalysts.

Unicist Press Committee
The Unicist Research Institute

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B2B Marketing Cobots to Position as First Choice

Martin Alvaro held a lecture for the members of the Unicist School giving them access to the technologies that made B2B marketing cobots possible. The output of this lecture was the building of a group to exchange experiences.

B2B marketing Cobots introduce adaptive automation in marketing and CRM processes. They manage the segmentation of B2B markets, the buying argument of the value propositions, and their competitive advantages.

These cobots are based on the ontogenetic maps of the products and services that are being managed, of the buying processes, and of the marketing strategy that is being used.

They include the maps of the context of the buying processes. 

The adaptive automation processes are based on the use of binary actions to generate first choice positioning. Cobots use marketing catalysts to expand markets and commercial and semantic objects to influence the market.

Unicist Press Committee
The Unicist Research Institute

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Lecture: The Unicist Theory of Functionality applied to Business

This is an introduction to the Unicist Theory of Functionality, developed by Peter Belohlavek at The Unicist Research Institute, that introduced a simplification in the development of solutions in adaptive environments. It allows making a logical approach to the real world, developing the functional structures of solutions and the operational processes to make them happen.

Lecture on the Unicist Theory of Functionality applied to Business

The Unicist Theory of Functionality affirms and demonstrates that there is nothing in the universe, that is part of a system, that does not work with a purpose, an active and entropic function, and an energy conservation function. This triadic structure works through binary actions that produce the functionality of any entity or process, whatever its kind.

The following discoveries were the milestones of the development of the theory of functionality: complex systems research method (1980), functionality of human ontointelligence (1984), the ontogenetic intelligence of nature (1998), the unicist ontology of biological systems (2012) and the unicist ontology of wide and restricted contexts (2017).

This breakthrough provided the structure for functional knowledge that gave birth to binary actions, unicist functional design, and the use of catalysts to expand the functionality of things.

Unicist Press Committee

NOTE: The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution.

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Marketing Catalysts: Paradigmatic Binary Actions

Catalysts are process accelerators. Marketing catalysts have been used ever since people had to produce results in business, social and political marketing.

The simplest way of using catalysts is by discovering the influence of external facts on certain actions that want to be performed and using them to influence the acceptance by the environment.

Basically, it can be said that marketing catalysts are business objects that build a context for the actions that are being influenced that has to be consistent with the environment in order to be acceptable.

The Need of Catalysts

The research on the root causes of the success and failure of the market expansion of startups developed at The Unicist Research Institute confirmed that 100% of the successful marketing strategies were sustained by behavioral catalysts, while 100% of the failures had insufficient catalysts.

This demonstrated that the success of sustainable marketing strategies in innovative, supply driven or highly competitive markets depend on the use of behavioral catalysts. These catalysts might be entities that exist in the environment or catalyzing objects that are built by the companies.

About Marketing Catalysts

Marketing Catalysts are sales accelerators that diminish the efforts needed to influence buying decisions. Marketing catalysts have been used ever since people had to produce results in business, social and political marketing. 

Basically, it can be said that marketing catalysts are business objects that build a context for the actions that are being influenced that has to be consistent with the environment in order to be acceptable.

Some examples will help to grasp the idea:

  1. The GE Open Innovation works as a catalyst for the GE Business
  2. Special offers are sales catalysts
  3. The direct publishing alternative is a catalyst that expands the business of Amazon.
  4. The Deep Blue chess-playing supercomputer versus Garry Kasparov in the 90’s was an equity catalyst for IBM

These catalysts might be entities that exist in the environment or catalyzing objects that are built by the companies. The levels of acceleration catalysts introduce in marketing processes depend on the specificity of their functions:

  • Generic Catalysts accelerate the marketing processes of products included in a brand. Their acceleration is low.
  • Systemic Catalysts accelerate marketing processes of a category of products or services. Their acceleration is medium.
  • Specific Catalysts accelerate marketing processes of specific products. Their acceleration is high.
  • Conjunctural Catalysts accelerate marketing processes of specific products in specific segments. Their acceleration is very high.

It was demonstrated that while 100% of the successful marketing actions were sustained by binary actions and catalysts, 100% of the failures had insufficient catalysts. The use of binary actions and catalysts is a must in marketing. Learn more

Unicist Press Committee

NOTE: Since 1976, The Unicist Research Institute (TURI) is a world leading research organization in its segment. https://www.unicist.org/turi.pdf

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The Use of Binary Actions in Marketing

The use of binary actions allows influencing the drivers of the customers’ buying decisions. The research on the functionality of human intelligence, developed at The Unicist Research Institute, allowed demonstrating that people’s actions are driven by the concepts they have in their mind. This led to the development of unicist marketing strategies that use conceptual marketing technologies.

Conceptual marketing is based on managing the root causes of buying processes and the use of binary actions, catalysts, and marketing objects to influence and accelerate buying decisions.

This is synthesized in the marketing strategies that are based on the products or services that are being marketed, on the development of competitive strategies -based on the market and the competitors- and on the unicist conceptual segmentation that allows defining profiles and market clusters. The use of these marketing strategies increases notoriously marketing effectiveness using binary actions, catalysts and marketing objects.

About Binary Actions

Binary actions (UBAs) are two synchronized actions that aim at the same purpose to expand markets while they ensure their results. Therefore, influencing customers requires using unicist binary actions that include the drivers and catalysts of buying processes. The unicist conceptual marketing approach uses binary actions based on the root causes of buying processes, which are influenced using catalysts.

Binary actions ensure fluent communication. Their use allows emulating the structure of buying processes to manage their dynamics and evolution.

Some examples will help to grasp the idea:

  1. The active function and the energy conservation function of the intelligence of a tree drive its growth and survival.
  2. Lift and propulsion make airplanes take-off and fly.
  3. The cover and the back-cover define the functionality of the packaging of a book.
  4. The music and the lyrics of a song define its aesthetics.

Binary actions in marketing:

As it was mentioned, binary actions are two synchronized actions that aim at a unique purpose. To generate results, the synchronicity of binary actions requires beginning with UBAa, which open boundaries, and then developing UBAb that ensure results.

Here you can find examples of binary actions in marketing:

  • Empathy (UBAa) + Sympathy (UBAb) = Commercial Influence
  • Latent Needs Satisfaction (UBAa) + Urgent Needs Satisfaction (UBAb) = Sales
  • Marketing (UBAa) + Sales (UBAb) = New Customers
  • Buying Argument (UBAa) + Selling Argument (UBAb) = Complementation
  • Aesthetics (UBAa) + Credibility (UBAb) = Desirability
  • Brand (UBAa) + Product Differentiation (UBAb) = First Choice Positioning

The Template to manage Binary Actions

The definition and use of specific binary actions require having in mind the concepts and the generic binary actions that need to be developed and their synchronicity.

This process is simplified using the “Guiding Idea Template” that is developed based on the synthetic ontogenetic map of the project that is being managed.

As an example, you will find the guiding idea of bestsellers and the access to its description at:
https://www.unicist.net/marketing/the-unicist-functional-design-of-bestsellers/

This guiding idea includes the description of the concept and the description of the basic binary actions that need to be developed. This guiding idea needs to be transformed into synchronic action processes to achieve the objectives that have been established.

Every person who manages the functionality of processes needs to develop the conceptual guiding idea of what is being done with the people who participate to confirm that the actions are aligned and synchronic. It ensures the generation of value and minimizes entropy. The participation in the design of the guiding idea ensures that all the officers involved in a project have the same concept of what needs to be done.

The success of sustainable marketing fully depends on the use of binary actions that include catalysts. Learn more

Unicist Press Committee

NOTE: Since 1976, The Unicist Research Institute (TURI) is a world leading research organization in its segment. https://www.unicist.org/turi.pdf

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The Unicist Functional Design of Bestsellers

This work provides the guiding idea to design B2B bestsellers. Designing a bestseller is an extreme exercise of empathy. Bestsellers are evident in nature by just observing the courtship of animals and alpha male behavior.

Thinking in terms of bestselling requires a full commitment with the needs of the user, being user friendly and avoiding that the value propositions work as unwanted mirrors when they are used.

This document is a synthesis of the abstract of the research on the functionality and design of bestsellers developed at The Unicist Research Institute.

The Design of B2B Bestsellers

The context of bestsellers

The design of B2B bestsellers requires being based on an existing trend. Bestselling implies surfing on waves that allows arriving at the shore. It is not only surfing, but also evaluating if the surfboard is adequate, if the surfer has the necessary skills and has the criteria to know which wave will drive him/her to the shore.

The gravitational force of a B2B bestseller is the trend that drives the value proposition. This trend needs to fulfill several conditions. It needs to be an accepted trend that simultaneously includes innovative concepts that satisfy latent needs and/or implicit weaknesses of the present environment.

When the wave (trend) has been chosen, it is necessary to understand which are the competitive advantages of the value proposition that one intends to install as a bestseller. These competitive advantages require the inclusion of two points of view.

On the one hand, there must be an intrinsic competitive advantage that deals with the internal functionality of the value proposition, being it a product or a service. This implies a technological differentiation, using the word technology in the wide sense.

On the other hand, there must be an extrinsic competitive advantage that deals with the “aesthetics” of the proposition, which is basically driven by the subjective value that is defined by the use value, the referential value, and the opportunity value. These values are defined by the buyer and the user.

The B2B Bestsellers

The purpose of a bestseller requires that the value proposition needs to be desirable to have. This means that it simplifies the activities of a business, avoids risks and empowers the self-esteem of buyers and users.

To achieve this purpose, it is required that the needs of the users be completed. This implies that a B2B bestseller is only such if it does not propose a structural change. Completion implies that the functional needs and the operational needs are satisfied focusing on the satisfaction of the latent needs of the buyer.

When the completion can be achieved, it is needed to ensure that the solution is harmonic. Harmony in this field, requires that there is a shared purpose dealing with the use value of the proposition, driven by a shared ideal that drives the functionality of the solution while the urgent needs of the customer are being satisfied.

Conclusions

Users, not buyers make products become bestsellers. The design of B2B bestsellers is an art that requires a sound understanding of the functionality of the value propositions, the functionality of their use and of their buying processes.

The core of the success of a bestseller is strongly influenced by the contagiousness of the value proposition, which is defined by the smartness of the solution, its capacity to satisfy needs and by the possibilities it opens for the potential users.

Comparing this functional description with the document on book-bestsellers will help to understand the concept. Both cases are homologous:
https://www.unicist-school.org/future-research/bestsellers-are-an-indicator-of-conservative-cultures/

Unicist Press Committee

NOTE: Since 1976, The Unicist Research Institute (TURI) is a world leading research organization in its segment. https://www.unicist.org/turi.pdf

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