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Why transpersonal ?
It’s well-known that the strength of a brand is given by the number and the
strength of the brand’s associations. In other words, the more people share
these associations and, at the same time, the more firmly the associations
are anchored in their minds, the more powerful the brand will become. And,
strictly psychologically speaking, the most widely used features – which are
universal by definition – are the ones that appeared during man’s
philogenetic development.
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Beyond Lovemarks
The world we live in is not a sacred one any more, the feeling of alienation
and the loss of fundamental spiritual meanings are felt at multiple levels.
We are the prisoners of having and knowing. This desecrated world was set
off by the Newtonian – Cartesian science and was hastened by the speedy and
massive industrialization. The European medieval Christianity clearly
distinguished between the four fundamental existential levels: the body, the
mind, the soul and the spirit.
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The brand and the
postmodern rites of passage
The
psychological identity of the human being who continually balances unstably
between homo economicus and homo sociologicus is built and
supported by making use of product and service names which he/she, as well
as society, considers brands. Personal conduct, the relations with the
others, the way he/she speaks and thinks are all supported by the use of a
certain category of brands, and all these correspond to his/her own identity
and the current social rules in his/her community. The fact that he uses a
certain brand is able to place him in a certain relation to himself and the
others. This becomes a means of communicating the time of his existence and
thus the phrase “Tell me what brand you use, and I’ll tell you who you are”
proves valid in postmodern society.
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On a new marketing
order
On one side are the marketing specialists. On the other, the public and the
consumers. In the middle, as we are used to find, products and services –
trademarks and brands. And either they are dispatched all of a heap, or they
are well-organized and nicely wrapped, they have but one mission: to be
utilized. Obviously, things do not happen like this only for the consumer’s
sake because, while some throw products at the others, the later group throw
money at the former.
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