Rebranding Freud

McSweeney’s has a funny piece where Freud visits the ad agency Sterling Cooper from the Mad Men television series:

FREUD: Well, as you know, we’ve dominated psychology for decades. But lately we’ve begun losing our share of the market to Behaviorism. People want a more comforting interpretation of their lives. They don’t want to be told that they’re suppressing base urges, or that their problems can be traced back to how they learned to use the toilet.

DRAPER: But that’s always been your identity. People think of Freudian insights as rising above the crowd. It’s an attitude that says, “I’m educated. I’m not a mechanic.” I don’t think you toy with that.

FREUD: Society is changing. At our last board meeting, we decided we have to reposition ourselves. We want to promote our expertise in dreams. We want people to see them as the means to discover themselves, and that Freud will show them how.

PEGGY OLSON: When I was a girl, I always lay in bed in the morning thinking over the dream I just had. It was the happiest part of my day.

FREUD: (Brightening) That’s the feel that we’re looking for. People want a lift, and we give it to them.

OLSON: You could have a slogan like, “Dare to Dream.” Or “Full Dream Ahead.”

Although intended to be satirical, Freud’s family has a long association with advertising. His nephew, Edward Bernays, essentially invented the field of PR, and his great grandson, Matthew Freud, is the founder of Freud Communications, one of the biggest PR companies in the UK.

Link to ‘Freud: The Rebranding’ (via @mrianleslie).

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