Simon Strutt
26
Transcript of Simon Strutt
One of Jung’s great contributions to psychology, adapted from Freud’s original division of the light and dark sides of the human psyche.
Less desirable aspects of the personality are relegated to the unconscious and disowned.
Unwanted though it is, this persists as a powerful dynamic that we take with us wherever we go as a dark companion which dogs our steps.
Through the persona, we present ourselves in a way we hope will be acceptable to others.
Some element of pretence in the persona - the front we present to the world. A sort of shop window – a façade.
Some say it arises in early childhood, as a survival strategy to earn parental approval, love and attention.
If this becomes too much part of the individual’s identity, the personality becomes dominated by the false self.
If what is hidden behind the mask is integrated, the personality becomes more rounded, more vital, more whole.
Integration ensures an authentic life, greater contentment and more trusting relationships based on honest self-awareness.
Otherwise, the Shadow can diminish creative energy, breaking through and becoming disruptive.
Crucially, the Shadow tends to be obvious to the outside world anyway, no matter how hard the individual tries to suppress it.
11
Many brands live with a Brand Shadow®. Everyone else can see the Shadow, but denial makes the brand look shady, untrustworthy and phony.
At the same time, brands can waste a great deal of energy projecting a persona that few believe.
As with people, the repressed Brand Shadow® can be toxic, and can do untold damage, preventing full achievement of brand potential.
Identification and integration of the Brand Shadow® is essential for a healthy, trustworthy, honest brand that consumers want a relationship with.
14
1. Customers can see your Shadow. Talk to Brand Loyalists, Stakeholders, Brand Haters. Lapsed customers can often articulate Shadow issues most clearly and usefully.
2. Integration requires internal acceptance – this is often the greatest barrier. Gently unlock awareness of the shadow, enabling the brand owner to embrace it and construct a plan of how to deal with it.
3. Stop wasting money telling customers the unbelievable.
4. Look out for the category shadow.
