What do you think?
Rate this book
Brand Psycho: The Psychological Exposé Into the Hidden Side of Branding
An insider's exposé of how global brands such as Apple, Starbucks and Nike influence us subconsciously (and how we risk turn into brands ourselves). New 2nd revised edition.
Jungian psychoanalyst and former brand director, Max Jakob Lusensky articulates Carl Gustav Jung's view, that the more we project our desires externally, the greater the impoverishment of our inner selves. He makes us aware of the subconscious 'dreams' that are lived out through brands today. A process where we 'outsource' emotional needs to the brands of our marketplace.
The danger can be prevented through a process he terms de:branding: the becoming conscious of the unconscious desires we project onto brands. 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 research, this book explores:
* How global brands such as Apple and Starbucks are using not logotypes, but archetypes to connect with our subconscious.
* How Brand Psychology works and how to de:brand a corporate icon.
* How the marketplace today has moved from the outside world to inside our minds.
* Why humans are turning into personal brands while products get more human attributes.
* And much, much more.
This searing exposé reveals the hidden side of branding, explains how brand mythologies are built, and raises the question of whether we're all becoming brand psychotic.
Jungian psychoanalyst and former brand director, Max Jakob Lusensky articulates Carl Gustav Jung's view, that the more we project our desires externally, the greater the impoverishment of our inner selves. He makes us aware of the subconscious 'dreams' that are lived out through brands today. A process where we 'outsource' emotional needs to the brands of our marketplace.
The danger can be prevented through a process he terms de:branding: the becoming conscious of the unconscious desires we project onto brands. 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 research, this book explores:
* How global brands such as Apple and Starbucks are using not logotypes, but archetypes to connect with our subconscious.
* How Brand Psychology works and how to de:brand a corporate icon.
* How the marketplace today has moved from the outside world to inside our minds.
* Why humans are turning into personal brands while products get more human attributes.
* And much, much more.
This searing exposé reveals the hidden side of branding, explains how brand mythologies are built, and raises the question of whether we're all becoming brand psychotic.
124 pages, Kindle Edition
Published July 25, 2018
3 people are currently reading
10 people want to read
About the author
Max Jakob Lusensky
4 books3 followersBefore I became a psychoanalyst I was a brand director and before that a DJ. I have always been interested in human psychology and the underlying powers which stir our emotions. My first book ‘Sounds like branding’ explored the phenomenon of music as a part of modern-day brand building.
Shortly after the international release I got sick of the personal brand I had built around myself. I decided to turn to psychoanalysis for help. Today, half a decade later, I’m myself a psychoanalyst with a private practice in Berlin. I still sometimes DJ.
Shortly after the international release I got sick of the personal brand I had built around myself. I decided to turn to psychoanalysis for help. Today, half a decade later, I’m myself a psychoanalyst with a private practice in Berlin. I still sometimes DJ.
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 of 1 review
August 5, 2018
Mind-blowing. This book is psychotic! I mean that in a good way. Lusensky blows open your mind to how brands have penetrated into our minds seducing us to them. Lusensky writes a mind-numbing piece using Carl Jung’s psychology to help express the mind seducing action many brands have used to sway us to buy their product. Fortunately, he also includes how to de: brand ourselves to see the true messages behind these sly brands.
Displaying 1 of 1 review