Insight is the revealing of the core unconscious driver of human behavior. Brands serve real functions as well as what we at Psychologics call a prop function. The prop function is the core unconscious motivation for the purchase of the brand.
Does it help the consumer to somehow function in a more successful way? Doe sit speak to an unconscious illusion that is operating within the consumer target group? Does the brand assist emotionally in achieving any psychological developmental achievement?
The insight is the critical psychological unconscious motivation that offers the best fit between the target consumer and the brand identity.
Because of our training in ego psychology and psychoanalytic developmental theory we are able to peel the onion so to speak and arrive at the critical psychic benefit of the brand for the consumer.
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