The Rational Homo Psychologicus

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 ΓÇô 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, companiesΓÇÖ 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.