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The desire in branding & online dating
By: Claudia Serrano

01
FROM
THE SAVANA TO
THE 5G

01
The heartbeat pulse rise, the
blood vessels flow freely.
You hear gasps and
the eyes glaze once.
I am addressing
desire.
It is the same physical
reaction we develop
when we swipe in
tinder but is the
equivalent as seeing
a MacBook, Rolex, or
the red strip of Luis
Vuitton High heels.
You may be thinking
it can be wicked to
compare both, but I
want to prove the
closeness between
them. I want to
expose how tinder
UX appeals to our
inner hardwired
brain, exploiting our
maladaptations, and
capturing perfectly
our evolutionary
psychology. I will
boldly create a
mirror between
brands and the
users signaling
02
Matching.com, and the
death of the
HomoEcononimus.
In 1998 online dating
irrupted with the
premise of a
mathematical
patented formula that
will find your
soulmate. Different
platforms fight for the
secret recipe of true
love.
This assumption has
been crushed by
tinder who killed this
platform and its
credibility. Have you
filled out a 3 pages
questionnaire in a
bar to flirt? They
failed in creating
humane tech.

02
THE BIRTH OF
HOMOLIBIDEN:
EXPLOTATION OF
THE INSTINCTIVE
AND ECOLOGICAL

With the failure of the
constructed rule of love
tinder was born with a simple
concept that revolutionize
culture and institutions. They
transform our ecological
reality which was sexual and
social needs with online
connectivity.
Making our instincts
protagonists, tools for decision
making. Reducing incredibly
the transaction costs and the
information costs, immediately
creating a competitive market
of matches.
A. Love in the Time
of Millennials
Quick Facts:
1. 3-5 seconds on average to
review each profile.
2. The generation with the
highest access to information
and connectivity.
3. We live in an over-crowded
market with uncountable
options and sub-options for
brands and love.
4. A true-emotional
connection is more important
than ever.
B. Signaling &
Instincts
The incredible power of our
mind to process meaningful
conclusion(survival) in
seconds to have a verdict of
left or right swipes. Our
instincts use categorization,
stereotypes, and universal
clusters of desire to decide.
But beauty is not everything,
social compatibility is a key
indicator.
C. The Aha moment
This same process happens
when we seek a product when
we want to marry a brand, to
have a brief encounter with a
product, be unfaithful
(change). The complex menu
of mating strategies is parallel
to the wild competition in
companies. Just like tinder,
brands have an overcrowded
market with asymmetrical
power where the weapons are
5 images and 240 max
characters.
It takes seconds for a client to
decide if they are interested or
not, so brands have to appeal
to our hardwire brain, utilize
our maladaptations and hunt
our instinctive being, kill the
homoeconomus, and
seduce us.
Nike just does it! and they
keep doing it! Apple is the
forbidden delicious fruit($$$)
and Mc Donalds is the big
caloric we need to survive.
References:
Tinder, the Fast-Growing
Dating App, Taps an Age-Old
Truth - The NYT
What brands can lear from
online dating -TED talk
The Evolution of Human
Mating - David M. Buss