11/08/2006

Mas acerca Transpersonal Branding : Comentarios de Lucian Trasa (Rumania) . Denso y profundo pero de gran interés.


As we discussed not every brand is transpersonal. In order to get to this ‘position’ a brand has to reach a certain status and have content, a development and delivery to the public – and all these have to reach a certain level.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. Obviously, we are speaking mainly about archetypes and the contents of the collective subconscious. Alongside these, we could also name any other mental elements which can be associated with mankind’s universal myths, with general anthropological structures, with human ideals and values, with needs and expectations from the top of Maslow‘s Pyramid, and, generally speaking, with acts, actions, behaviors, feelings etc. which one way or another are active or latent in the psyche of all or most human beings. The structure and origins of all these contents and mental elements could be largely similar to the structure and origins of archetypes. Still, I’d rather not use the generic word archetype because I’m convinced many of the above mentioned elements, though commonly taken for archetypes, have not reached the highest degree of human universality and haven’t found a place in the collective subconscious yet. For all these elements and mental contents which allow ample associations I prefer the word ‘transpersonal’. Activating all these associations at the level of individual consciousness allows a psychosocial connection, a transpersonal relation of all the ones subjected to this ‘activation’. In the case of brand, these activations are done through its communications and behaviors towards the public, through all its advertising and PR acts which make up its marketing strategy.The term ‘transpersonal’ is known mainly from the phrase “transpersonal psychology” which is seen as an extension of the psychological research on the spiritual level of existence, emphasizing the study of ‘states’ and processes in which people experience profound connections with the depths of their own selves, with essential aspects of the surrounding universe. In the case of branding, the word transpersonal doesn’t have the same meaning as the one in transpersonal psychology. Obviously, the meaning of ‘spiritual’ is maintained, but I mostly refer to the states and processes through which people establish relationships which are determined by the activations produced by the brands whose ‘consumers’ they are. And, at the same time, these relationships are accompanied by the feeling (sometimes also the awareness) of that respective brand’s origins. The upper level of a brand’s existence appears the moment its consumers become responsible towards the existence and the development of that brand, displaying appropriate feelings and behaviors, sometimes even against logic and reason.For more details, please visit http://www.transpersonalbrands.com/