Tattoos on arms do not an iconic brand make

A Brand consultant sometimes feels like a psychoanalyst, as a marketer’s eyes glaze over and he begins to share his deepest secret desires, his dreams, his fantasies, how he thinks he is actually Napoleon. Or Bill Gates or Richard Branson.One tries to understand the underlying obsessive-compulsive disorder, anxiety neurosis or schizoid isolation that drive him.Recently I had to put on my psychoanalyst hat to interpret a prospective client’s words: “I want to create an Iconic brand”. Huh?