Brandpsycho: The Hidden Psychology of Brands, by Max Jakob Lusensky
Jung, Magic, and the Manipulation of Eros: How Capitalism Controls Us
Introduction
Bernay’s classic work, Propaganda (1928) explored the psychology behind manipulating masses and the ability to use symbolic action and propaganda to influence politics and effect social change. Bernays’ thesis is that “invisible” people who create knowledge and propaganda rule over the masses, with a monopoly on the power to shape thoughts, values, and citizen response. “Engineering consent” of the masses, he argued, would be vital for the survival of capitalism.
In this post we explore how the psychology of Carl Gustav Jung and Sigmund Freud’s psychoanalysis have been used by the marketplace to transform products into magical brands that we subconsciously connect with.
What (Freud’s nephew) Edward Bernays and his fellow marketers did was to introduce eros to the marketplace and to explore a new technique to infuse products with its energy. Products started to transmute into pseudo-symbols when charged with psyche, libido, emotional appeal, and the promise to still the desires constantly stirring within the consumer’s unconscious.
Influenced by the insights of psychoanalysis, a new method of marketing was born, one that would reshape the field of advertising and form a psychological framework for the industry that today is referred to as branding.
The word brand derives from Old Norse, a Viking language spoken in Scandinavia until the fifteenth century. Brandr meant ‘to burn’. Later in history, the word came to identify the process of marking cattle, criminals, and slaves using a hot iron, a precursor to the logo.
Brands today are more than mirrors for our unspoken, often unconscious, psychological wants and desires.
According to Professor Henry Corbin, o
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