It is time for a new and more lively view of brands. Away from the static product perspective that leads many a brand strategist to misleading, lifeless and one-sided positioning. Towards a deeper understanding of what really gives people a living meaning and what they long for in their innermost being. Against the backdrop of an unprecedented shift in times and values that is driving us towards meaning, sustainability and transparency and is therefore crying out for updated models, human images and myths.

The book takes an unusual look at brands. It is written for specialists interested in depth psychology who ask themselves what “magical forces” make brands so irresistible and attractive, how living resonance spaces are created, what makes people trust and what touches them in their innermost being. It describes the role of trust, which is often overlooked, how signs, symbols and codes can be interlocked through congruence and why unambiguity simplifies decisions and steers them in the intended direction.

BrandMagic describes brands as the subjective reality or second reality that is built around a real existing object, all the signals that implicitly make this reality resound in the counterpart, the magical and transformative potential hidden in them, the multidimensionality of their tangibility and the dimensions of trust they contain.

What really constitutes the magic of a brand must be described in terms of experiencing an inner perspective. Brands are then enriched by a magical perspective. They have the ability to address us unconsciously, to influence our inner state and to enchant us by transporting us to another place, another dimension of time or another experience.