Brand psychology

Advertising agencies like Saatchi and Saatchi revealed the witchcraft of empathetic creativity: the importance of storytelling.

To drive need, brands created artificial market segments within the post-storm middle class. Bifurcation separated the middle class into high-end consumers and low-end bargain hunters. The newly created markets were tempted into paying premiums for “platinum” or “gold” packaged versions of commodities and basic provisions.