The Rational Homo Psychologicus

1. Front Matter

   Pages i-xvii

   PDF

2. The Rational Homo Psychologicus: A Fundamental Assumption Revisited

   • H. Y. Story

   Pages 1-18

3. The Value of Thoughtfulness?

   • H. Y. Story

   Pages 19-49

4. The Growth of the Homo Psychologicus—Optimization Theory as a Replacement for Positioning Theory

   • H. Y. Story

   Pages 51-60

5. 1000 Hamlets in the Evaluation of the Homo Psychologicus

   • H. Y. Story

   Pages 61-87

6. BHI: A New Evaluation Methodology

   • H. Y. Story

   Pages 89-148

7. How to Enhance the Health of the Homo Psychologicus in Practice?

   • H. Y. Story

   Pages 149-168

8. We, the Rational Homo Psychologicus

   • H. Y. Story

   Pages 169-184

9. Back Matter

   Pages 185-185

   PDF

This is a challenger book. It systematically modifies the assumptions of the homo economicus and homo sociologicus by constructing a deeper foundation of human and corporate personhood. The new theory of homo psychologicus probes into a long-forgotten common sense: humans are rationally irrational homo psychologicus, as are companies. The homo psychologicus state of people and companies, or the desire of realizing who we are and who we are not, lays the foundation for our decisions on profits and stakeholder relationships.

The author, a veteran brand strategy consultant, starts by decoding some of the most popular misconceptions in the field of brand management—Corporate Identity, Brand Valuation, and Positioning Theory. While the concepts are clarified and the functionality of brand management is redefined, the book further dissects that a key differentiation between businesses with lasting success and others is a thoughtful homo psychologicus mindset.

The methodology of developing thoughtful businesses will empower companies to make more visionary decisions for themselves and the economic ecosystem that we all rely upon. More thoughtful businesses could potentially create more thoughtful economies through their collective efforts.

• Homo Economicus
• Homo Sociologicus
• Brand Management
• Branding in the Digital Age
• Corporate Identity
• Strategy (Corporate Strategy)
• Interbrand
• Landor (Landor Associates)

• Independent Researcher and Consultant, Beijing, China

  H. Y. Story

H. Y. Story is an independent consultant. She started her career in brand management at Landor Associates of WPP. She later became the office lead strategist and Strategy Director of Siegel + Gale, an Omnicom brand consulting firm. After serving clients such as Hewlett Packard Enterprise, Dell, P&G, Rotary Institute, J.Crew, she left the agency business to focus on methodology innovation and a new type of brand consulting, as introduced in this book. 


She graduated from the Lew Klein College of Media and Communication (formerly School of Communications and Theater) of Temple University, USA, as one of the youngest Ph.D.s in the history of the College. Prior to that, she obtained her Master’s degree from the London School of Economics. She has lived in nine cities in five time zones. 

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