Brand practitioners need to
understand people, and also look
at brands as people. Brands are
created to satisfy different desires.
The chakra system lends itself
to understanding both brands
and target groups.
Based on a total understanding
of the seven chakras,
Brand Chakras™ is constructed
on seven over-riding life themes,
seven different “playgrounds
of desires” as it were.
Chakra1: Muladhara
Urge for survival - Abundance and
physical strength Chakra 2: Swaddisthana
Pursuit of pleasure - Sexual vitality and
physical creativity Chakra 3: Manipura
Drive for power - Good will and right actions Chakra 4: Anahata
Quest for love - Higher emotions Chakra 5: Vishuddha
Voice of creative expression - Truth and
higher creativity Chakra 6: Ajna
Desire for transcendence - Active
intelligence Chakra 7: Sahasara
Surrender to spirituality - Mental and
intuitive intelligence
Every brand needs to decide,
based on its inherent product
attributes and the consumer
needs it plans to fulfill, which
chakra it wishes to belong to.
Is it a Muladhara brand?
Does it enhance the will to live,
offer energy, fearlessness, stability,
freedom from drudgery,
bring abundance
and physical strength,
and support the urge to survive?
Or is it a Swaddisthana, catering
to anxiety about attractiveness,
need for escape,
adding positivism, magnetism,
joy of living,
and partnering in the
pursuit of pleasure?
A Manipura?
Does it reflect courage, self-esteem,
persistence, leadership,
good will and right actions,
or is it compensating for a lack of
self-confidence and empowerment?
Or is your brand
all about higher creativity,
the embodiment of Vishuddha,
the search for truth, clear thinking,
accuracy and perceptiveness
and artistic expression?
Or, if it's higher up in the great
Indian spiral, it could be Ajna,
in the territory of active intelligence,
wisdom, will power,
the ability to direct.
Or is it Sahasara,
enlightenment, wholeness,
positive transformation, inner peace,
enthusiasm and fulfillment?
Welcome To Brand Chakras
Brand Chakras™, A Proprietary Toolkit of JWT Planning,India
Planning, India 
