Final answer:
Randall Ringer and Michael Thibodeau view marketing and branding through the lens of deep metaphors linked to collective memories and stories, influenced by the concepts of phenomenology and the collective unconscious.
Step-by-step explanation:
Randall Ringer and Michael Thibodeau see marketing and branding as based on deep metaphors that connect to people's memories, associations, and stories. These metaphors illuminate how brands and products resonate with consumers on a psychological level, drawing from the conceptual landscape of shared human experiences. Phenomenology, an important philosophical movement, informs this perspective by focusing on the first-person experience and the subjective interpretation of objects and ideas. The idea of the collective unconscious, introduced by Carl Jung, suggests that certain symbols and archetypes are universally understood and shared across different cultures, which can deeply influence how marketing messages are received.
Freud's disciples, like Lacan and Jung, have heavily influenced theories around how dreams and language connect to the unconscious mind. This connection is particularly relevant in narrative and literature, where stories often tap into these deep-seated archetypes and symbols. In a commercial context, brands that successfully leverage these powerful archetypes can forge strong, emotional connections with consumers. Understanding and utilizing these psychological insights can lead to more effective and resonant marketing strategies.