I was given an article to read at work. "http://conversationstarter.hbsp.com/2008/07/why_i_underwent_psychoanalysis.html" It's by Paul Michelma and about him and Jerry Zaltman. The article is about the psychoanalysis of how people "really" feel about a brand. Commenters relate this to helping better run an organization and facilitate things such as "being innovative in your organization."

To be quite honest with you, this entire thing just pisses me off. In school, i took classes on how the subconcious process things in advertising. I also did the exercise talked about here, and believe it or not, on the same brand. I even set out a marketing campaign for that brand. The issue here is there is no relevant and accountable way to properly identify the emotions of a person as they relate to a brand. This is just not something i think isn't possible now, it's something never possible.

Based on the assertions made in this article, how he feels about a brand, what in the hell are we supposed to do with it? Coke apparently makes Paul think of his childhood with grandma. So what? Coke makes me think about the boat we used to have. The main issue we have is that even if you interviewed ever last person on the earth to find their emotions on a brand, you still would not be able to create an affective advertising campaign. Every person is different. We have different life styles, different up-bringings, and different emotions towards everything.

This is just getting to far. If you are psychoanalyzing your consumers, then you have it wrong. To make your brand seem better is to be transparent and cairing. Give back to the community. Be open, honest. Give access to high level officials to the press and even to your consumers. Whether it's be email or phone, it doesn't matter.

Also, we discussing making a company more innovative or individuals within more innovative, the simple answer is to start with HR. For one thing, don't call it HR, call it the talent department. Then, allow people to work in a relaxed envorinment. Let's be honest, some of my best work gets thought up in dicsussions in a social setting. Facilitate that. Ping-pong tables, pool tables, video game systems, etc... allow people to work in an envornment that facilitates innovation through social interaction and thought. Chaining a person to a cube for 8 hours isn't going to get you anywhere. Also, more flexible hours. I don't get going until 3:30 but by then, i'm ready to leave. Let people come in at 10 and leave at 7 or set their own hours. Or, here is a radical idea, let people come and go as they please so long as they make meetings and deadlines. Why not? They get the same amount of work done and are happier for it!

Honestly, this entire thing is bullshit. Phychoanalysis of a brands consumers? Come on. This is about as useful as dog in a horse race.

-Walhalla