In my Brand Development class (aka Adbusters Class) on Friday, we watched a PBS video called The Persuaders. One rather long section was on a French marketing "guru" named Clotaire Rapaille.
Rapaille is a former psychologist now famous for introducing businesses to the concept of "The Reptilian Hot Button" (or, more accurately, "Ze Reptilian Ot Buh-TON"). You see, Rapaille's theory holds that every person, collectively, has an unconscious set of traits, attributes and emotions that they tie to objects and words. This concept has made him a millionaire. Not just a millionaire, a millionaire.
Now, maybe it's just me, but I seem to remember learning something back in high school about some guy named Jung or something. He was Austrian or something, and was around in the early part of the 20th century. He, too, had a theory about the collective unconscious. He called it (drum roll please) THE COLLECTIVE FREAKING UNCONSCIOUS! Frenchie's a millionaire, Jung's dead. Not a fair trade.