The Rational Homo Psychologicus : Creating Thoughtful Businesses / by H.Y. Story.

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The Rational Homo Psychologicus : Creating Thoughtful Businesses / by H.Y. Story.

9789813295032 (electronic book)
9813295031 (electronic book)

Singapore : Palgrave Macmillan, 2020.

English

1 online resource (xvii, 185 pages) : illustrations

10.1007/978-981-32-9503-2 doi
10.1007/978-981-32-9

HF5415.1255

658.827

This book probes into the concept of the homo psychologicus, the underlying motivation of homo economicus and homo sociologicus, by deconstructing some of the most popular misconceptions in the field of brand management - Corporate Identity, Brand Valuation, and Positioning Theory. While we see the importance of profits and stakeholder relationships in management, or the homo economicus and homo sociologicus aspects of corporate personhood, companies homo psychologicus state is the long-forgotten common sense in the contemporary business world. The book asserts that a key differentiation between businesses with lasting success and the others is a thoughtful homo psychologicus mindset. The methodology of developing thoughtful businesses will empower companies to make more visionary decisions for themselves and the economic ecosystem that we all rely upon. H.Y. Story is an independent consultant. She started her career in brand management at Landor Associates of WPP. She later became the office lead strategist and Strategy Director of Siegel + Gale, an Omnicom brand consulting firm. After serving clients such as Hewlett Packard Enterprise, Dell, P & G, Rotary Institute, J. Crew, she left the agency business to focus on methodology innovation and a new type of brand consulting, as introduced in this book. She graduated from the Lew Klein College of Media and Communication (formerly School of Communications and Theater) of Temple University, USA, as one of the youngest Ph. D.s in the history of the College. Prior to that, she obtained her Masters degree from the London School of Economics. She has lived in nine cities in five time zones.

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