“Brands on the therapy couch” (which you can find on this link for inquiry and purchase inside and outside Lebanon) is literally a book like no
other. Co-authored by Ali Agha with Tarek Chemaly and Geoana Hobeiche, the book
says what it does on the tin: It treats brands as humans and goes to analyze
their disorders. The book is divided into two sections, the first is
BanDisorders where the authors play psychotherapist (sometimes dividing the word
into three) with the brands – and yes, the authors are aware that at times the
word brand was used as a substitute to companies – detailing the logic behind
their ailments and psychological disorders. The second part AntiBrandiotics
offers a clear and – at times surgically precise – way to assess a possible way
out of the maze along with very pointed questions to put the situation into
focus.
Commenting on the book, internationally-respected brand
counsel Quirino Malandrino said: “You had me at page 1 when you say “…treat
brands as if they were humans, each with its own unique struggles … placing
brands on the metaphorical therapy couch to explore their disorders”. Brilliant
perspectives that are extremely helpful in diagnosing the issues, and then a
clear examination of targeted problem-solving action and tools. I will
definitely use these notions in my corporate branding work.”
Also giving his thoughts about it, Mark Tungate, editorial
director of the Epica Awards commented: “An intriguing, thoughtful and entirely
original approach to branding, this book requires your full attention. It is
not for the faint-hearted, but whether you are consumer or a brand owner, it is
a deep voyage into the psyche of brands, the ailments that weaken them – and
the solutions that will allow them to thrive.”
The book, written literally while Lebanon was at war and
Syria was experiencing upheavals (which is an indicator to the nationality of
the authors) is nothing but a proof of Agha’s, Chemaly’s, and Hobeiche’s
resourcefulness. You are truly invited on this trip which explores an
unexpected, completely human and humane aspect of branding and psychology.
The book can be bought digitally here.