Are people looking for something that is almost beyond the normal, something magical, in corporate brands?
SB: Maybe not all of them. Some brands are higher “involvement” than others. Some brands provide greater emotional benefits than others. But there is a limit. I got an interesting email recently from someone who had read my book. He must have been a student of Jungian theory or something, but he was totally into Maslow’s hierarchy of needs. But this particular guy ran an organization that provided spiritual training for people, including CEOs. He said, “You know, in your book you say that no brand can deliver the top of Maslow’s pyramid, no brand can promise anyone self-actualization.” But he said, “But my company can do that.” I just said, “I’m sorry. You may have a very noble process going on there. But what I meant by what I wrote in the book is that you get to the top only by your own means. You may be inspired by what brands can provide, but no company, no product, no service, no religion, can take you there. It’s not like buying a plane ticket. If anything, total peace and accept
