Brand Psycho: The Psychological Exposé Into the Hidden Side of Branding

By Max Jakob Lusensky

An insider's expos? of how global brands such as Apple, Starbucks and Nike influence us subconsciously (and how we risk turn into brands ourselves). Jungian psychoanalyst and former brand director, Max Jakob Lusensky makes us aware of the subconscious 'dreams' that are lived out through brands today. He articulates Carl Gustav Jung's view, that the more we project our desires externally, the greater the impoverishment of our inner selves. A process where we 'outsource' emotional needs to the brands of the marketplace. The danger can be prevented through a process Lusensky terms de:branding : the becoming conscious of the unconscious desires we project onto the brands around us. The book is an invitation to disenchant the magical brands of the marketplace that the Madmen of Madison Avenue and the Magicians of Silicon Valley have worked so diligently to spin for us. Drawing from depth psychology and picking up from where Vance Packard's bestselling classic, The Hidden Persuaders , left off this book explores: How global companies such as Apple and Starbucks are using not logotypes, but archetypes to connect with our subconscious in their marketing. How advertisers use psychological methods to tap into our unconscious desires in order to "persuade" us to buy the products they are selling. How Brand Psychology works and how to "de:brand" the corporate icons in our branded world. How the marketplace today has moved from the outside world to inside of our minds. Why humans are turning into personal brands while products get more human attributes in this act of persuasion. This searing expos? reveals the hidden side of branding, explains how strong brand are built, and raises the question of whether we're all becoming brand psychotic.

• Format: Paperback
• Language: English
• ISBN: 1717890733
• ISBN13: 9781717890733
• Release Date: July 2018
• Publisher: Independently published
• Length: 124 Pages
• Weight: 0.35 lbs.
• Dimensions: 8.0" x 0.3" x 5.3"