Functionalist Marketing

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Designing B2B Bestsellers using Functionalist Principles

The applications to the building of a distribution channel and to the design of an intelligent business app were the final confirmations of the use of functionalist principles and binary actions to build bestsellers in B2B markets.

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, which 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 necessary 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.


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, their use and 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:

Martin Alvaro
Scientific Dissemination Committee
The Unicist Research Institute

NOTE: The management of the root causes of problems became possible due to the discovery and development of the functionalist principles that allowed accessing them. Access

Research Institute:
Collaborative Corporate Partnering:


The Development of Virtual Promoters in Fashion Retail

The use of virtual promoters in virtual retail spaces in multi-brand shops has been developed as a solution for brands that do not represent the 1st choice in a category.

The objective of virtual promoters. based on the use of videos. is going beyond the characteristics of the products by matching the buying argument of the potential consumers.

These videos are designed based on a passive influence strategy which fosters a pleasurable perception of the use of the products by satisfying the basic needs of buyers in an environment of implicit social acceptance in the reference groups of the consumers.

As there is no strong brand influence, it is necessary to make the product attributes noticeable through multimedia videos that use the power of the semiotics of images, words, and sound.

The core of the success is to avoid having an active influence while enhancing the seduction through ambiguous messages that open possibilities in the field of social identity of the potential buyers.  

The use of QRs as an access point is functional in the segment of smart-phone users.

The core of the success is based on the word-of-mouth strategy that fosters the participation of consumers in social networks that make them perceive a notorious perception of subjective value. The use of the promoters in social networks is part of the strategy.

It takes some time until a company adopts the integration of passive influence driven virtual promoters. The success is measured in sales and expansion of the value of brands. 

The use of virtual promoters increased 30% sales effectiveness in multi-brand shops.

Martin Alvaro
The Unicist Research Institute

NOTE: The functionalist principles developed at The Unicist Research Institute allow managing the functionality of business processes and developing unicist binary actions, business object and catalysts to make them work.


The use of the Functionalist Approach to Marketing

The functionalist approach uses the functionalist principles of marketing processes to build synchronized binary actions to ensure results. Functionalist 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.

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

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 functionalist marketing technologies.

What for?

The functionalist approach optimizes the functionality of marketing processes using binary actions, such as:

Brand Building Binary Actions (B2B-B2C)
Market Positioning Binary Actions (B2B-B2C)
Sales Binary Actions (B2B-B2C)
Promotion Binary Actions (B2B-B2C)
E-commerce Binary Actions

The Functionalist Principle

The functionalist principle defines that there is nothing in the universe, which is part of a system, that does not work with a purpose, an active and entropic function, and an energy conservation function. Their interaction defines the functionality of the binary actions that make functionalist principles work.

The discovery of the functional structure of binary actions made the systematic design of synchronized binary actions possible, which simplified and ensured the results of business processes.

The Power of Binary Actions

Binary actions make things work. 100% of the business models of expansive businesses are based on binary actions that include the use of catalysts. Binary actions are intuitively used by those who need to achieve results.

Binary actions are two synchronized actions that, one the one hand, open possibilities establishing a functional context and, on the other hand, close processes to generate results.

Martin Alvaro
The Unicist Research Institute

NOTE: The Unicist Research Institute has been, since 1976, the world-leading research organization that introduced the functionalist approach to science to manage the functionality of the real world.


The Functionalist Principles of Image Building

The image of a business is the catalyst of the actions of the organization that influences both the external and internal environments. It works as a generic catalyst that establishes the framework of all the activities of an organization.

The image of a business activity, being it a for-profit or non-profit organization, defines its perceivable attributes that establish its identity. Image is fully dependent on the perceivable aspects of a business.

This image of the business requires being sustained by a structural trend, which provides the gravitational force that makes the image meaningful, and a catalyst, which establishes the validity of the framework that sets the feasibility, efficiency, and acceleration of the business actions.

The gravitational force of the image of a company is based on the transcendent values the organization has. Transcendent values are those that sustain the permanence of the activities of the organization in time and provide its social added value.

The catalyst is given by the greater good actions that establish the framework of the value added by a company.

The image as such is sustained by the promises that are implicit in its attributes and the reliability of the actions of the organization. These aspects define the identity of the company that defines its existence, its doings, and its appearance. Participate

Martin Alvaro
The Unicist Research Institute

NOTE: The Unicist Research Institute has been, since 1976, the world-leading research organization that introduced the functionalist approach to science to manage the functionality of the real world.


The Functionalist Approach to Sponsor Driven Marketing

Sponsor driven marketing is necessary to introduce highly differentiated products or innovations in a B2B market. It requires initiating the processes by developing sponsors in the companies that really know the benefits of the differentiation or innovation.

The purpose of sponsor driven marketing is the establishment of sponsors to acquire new customers / clients and build stable relationships with them.

It is necessary to use binary actions that include, on the one hand, a catalyst that is functional to the category of the products or services that are being marketed and, on the other hand, a driver that corresponds to the buying argument of the segment that is being approached.

This model allows sustaining innovative markets where the technologies and value propositions evolve in time.

It is based on sharing a greater good with the potential sponsors and giving them access to a reference group, while developing a personal relationship with the sponsors and customers.

This strategy is based on a passive influential approach that allows the sponsors to have a pleasurable anticipation of what is being proposed.

The Unicist Logic allows managing the Buying Arguments of Customers

Experience an app of the use of the unicist logical approach on your phone

The unicist logic allows defining the functionality of the selling argument that needs to be complementary with the buying argument of the customers.

It requires managing a segmented strategy based on the different buying arguments of the potential customers. These segments need to be integrated by a concept that works as a catalyst of the sponsor driven marketing process.

The development of this strategy requires satisfying the basic and instinctive needs of the sponsors. These needs are the drivers of the sponsoring activity and ensure their social recognition. This makes the development of sponsors possible.

The minimum strategy to build sponsors requires providing the knowledge that sustains the value proposition that must fit into the greater good that is shared.

This knowledge has to be meaningful and needs to be transformed into figurative communication, for example metaphors, to be accessible for all. It requires managing the ambiguous meaning that underlies the integration of the greater good with the value propositions..

Martin Alvaro

NOTE: The Unicist Research Institute has been, since 1976, the world-leading research organization that introduced the functionalist approach to science to manage the functionality of the real world.