The ego was considered the component of the individual that is responsible for dealing with reality. But in Freud’s original view, your ego is more expressive of your true or authentic self.
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Ego is also often used in a negative way to describe someone who is perceived to be arrogant and full of themselves. I have seen many pieces of literature, particularly Eastern mysticism, that has said that we need to get rid of our ego and that having an ego is ‘bad’. Over the decades, these terms have given rise to some confusion and to numerous interpretations of their meaning. Today’s topic is something that I think you will find more than fascinating.įreud used the terms: Ego, Id and Superego, which are often referred to as the tripartite aspect of the psyche. This topical article is a look at these 3 terms and how they relate to your hierarchy of values and a chance to see if it’s wise for you to maybe embrace your true ego, or “I” instead of living with the idea you’re supposed to be suppressing or getting rid of it. Now, if you’ll excuse me, I’ve talked myself into finishing the pint of Ben & Jerry’s in my freezer.Freud’s definition of the Ego, the Id and the Superego has given rise to some confusion over the years. It may not replace your tried-and-true marketing strategy development methodologies, but it can be an interesting tool in your toolbelt.
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I don’t know that Freudian psychology will help you reach different conclusions about how to market your brand than other methods, but it’s certainly an interesting way to frame consumer buying behavior and, in particular, the inner monologue they might have as they wrestle with the thought of purchasing your product or service.
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Smaller sizes so the ego can say: If I get this brand of ice cream, it’s only 2/3 of a pint instead of a whole pint, so the id will get what it wants but we won’t be as unhealthy.Ī rewards program: If I collect ten lids and send them in, I’ll get a free pint, so each pint I’m buying isn’t as expensive as it looks.Īn associated fitness app: If I download the app, it’ll give me a workout plan to burn off the exact number of calories I’m eating in ice cream so I can balance myself out. If I was consulting an ice cream brand solely from a Freudian viewpoint, I’d say they need to present their product as the best choice to satisfy the id, and then find other ways to help the ego deflect the superego’s objections. Understanding your product or service’s place on the gradient between the two can help you understand how to brand yourself. I don’t think I even need to bother telling you what the id is going to think of that.īut if the answer is to market to the middle, I hear you asking, then why isn’t a low-calorie ice cream brand like Halo Top doing better than a more id-focused brand like Ben & Jerry’s?īecause ice cream is almost always a choice in favor of the id, the same way that a salad for lunch is almost always a choice in favor of the superego. If you were alone in the wilderness for a month, you could live off of it and the perfect proteins we’ve mixed right in. So maybe you pivot and cater to the superego: Here’s the healthiest ice cream that’s ever been made, with flavors like kale and brown rice. Of all the ice cream brands, the superego will say, this is the very last one you should have.
In fact, the harder you brand your ice cream as the ultimate choice for the id, the harder the superego might fight your consumers’ egos. You’d brand it as the ice cream that will best satisfy the animal inside your consumers that just wants sugar and fat and flavor and creaminess.īut the superego is going to push back. Using just the ice cream example, it’s clear that a marketer trying to sell ice cream might be very interested in understanding the pressures placed on consumer’s egos by the id and superego when faced with an ice cream buying decision.Ĭould you simply market your ice cream to the id? Sure. What Does This Have To Do With Marketing?
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