by Marco Bartolucci (Author)
Branding the Subconscious, the second book of the brand consultant, professor and author, Marco Bartolucci, is an analysis of a pioneering methodology to understand the invisible assets of fashion brands. Thanks to a multidisciplinary approach involving psychoanalysis, sociology, anthropology, art, music, history and many other cultural subjects, the work aims to dissect the untold anatomy of fashion. The publication is composed of three intertwined parts, in dialogue with each other. The first establishes the importance of deeply understanding the connection between branding and archetypes. The second explores eight main archetypes, starting from a psycho-cultural perspective, then applied to different aspects of the fashion system. The last one is a real case study of Pucci that demonstrates the application of that approach. Branding the Subconscious opens a door to new discussions and cutting-edge imaginaries.