Branding the Subconscious, authored by Marco Bartolucci, marks the second publication from this accomplished brand consultant, professor, and author. In this compelling work, Bartolucci presents a pioneering methodology that offers a profound understanding of the concealed assets within fashion brands.

The book’s approach is both multidisciplinary and holistic, drawing from fields such as psychoanalysis, sociology, anthropology, art, music, history, and various cultural subjects. Through this comprehensive lens, the author embarks on a journey to dissect the intricate anatomy of fashion, shedding light on the often-unseen forces that shape its essence. Structured into three interconnected parts, the publication engages in a dynamic dialogue with itself. The first part underscores the critical importance of deeply comprehending the link between branding and archetypes. The second part delves into the exploration of eight primary archetypes, beginning from a psycho-cultural perspective and then applying them to various facets of the fashion ecosystem. The final part presents a tangible case study focusing on Pucci, demonstrating the practical application of this innovative approach.

Branding the Subconscious not only opens a door to new discussions but also invites readers to explore cutting-edge imaginaries, offering fresh insights into the intricate world of fashion branding. Bartolucci’s work promises to be a valuable resource for those seeking to unravel the hidden layers of fashion’s captivating tapestry.

The image offers an abstract reinterpretation of the eight archetypes explored within the book. Each archetype corresponds symbolically to a specific object. This abstract reinterpretation visually captures the essence of these archetypal concepts, inviting readers to explore their significance and interplay within the context of the book’s narrative.