Brandpsycho - The book

BRAND

PSYCHO

The hidden psychology of brands

(and how to not turn into a brand yourself)

BY MAX JAKOB LUSENSKY

What Jung did when he understood the spiritual and soulful aspects of being involved with alcohol, Lusensky does in connection with our involvement with the big brand names and products of our time.
 

Andrew Samuels, Professor of Analytical Psychology, University of Essex

ABOUT BRANDPSYCHO

In this second and revised edition of Brandpsycho, Jungian psychoanalyst and former brand director, Max Jakob Lusensky, presents a cultural critique that gets underneath the shiny surface of brands such as Apple, Starbucks, and Nike, while revealing how they influence us subconsciously.  
 

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 in where we ‘outsource’ emotional needs onto the brands on the market place: that risk turn us into brands ourselves.    
 
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 becomes 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 his work as a depth psychology, 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.
 

·  And much, much more.
 

 
 

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Read more about Brand Psychology

 

PRESS

Murray Stein, author of Jung's Treatment of Christianity

In these four revealing reflections, Lusensky shows how myth and symbol are subtly embedded in our consumerist world and draw us into identity constructs with a label. In postmodernity "brand man" usurps "rational man" and "religious man." An entertaining work and to be highly recommended.

 

Lusensky’s work updates and extends Jung’s basic insight that many things in contemporary life of which we might be ambivalent draw on the deepest and most authentic collective psychological dynamics. What Jung did when he understood the spiritual and soulful aspects of being involved with alcohol, Lusensky does in connection with our involvement with the big brand names and products of our time. 
 

Andrew Samuels, Professor of Analytical Psychology, University of Essex

Lusensky, the quirky, knowledgeable captain of this ship, gently guides the reader on a conscious ride through their state of disillusion. The end result is a deep sense of sadness and despair, which acts as a tonic for the betrayal not only acted out by the brands around us, but by ourselves toward our true selves, who have been longing for our conscious, higher self to wake up to itself and come home.

A wonderful, balanced, cleverly executed book.

J.H Simon, Amazon reader review

MAX JAKOB LUSENSKY

Before 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 stirs our emotions. My first book ‘Sounds like branding’ explored the phenomena 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.

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