Chakras are
psycho-spiritual
centers of energy
based on
the nervous system
Chakra is a Sanskrit word that denotes
circle and movement. Because everything
in the body is of a circular shape and is
constantly in movement, the centers of
those movements are called chakras.
Chakra is a word also used for wheel.
Chakras can be thought of as wheels of
the mind that dwell in the forest of
desires. And desires like wheels
themselves are great motivating forces.
Each chakra is a stage by stage
playground of desires. Throughout life,
one dwells in this forest of desires and one thinks and understands life situations
from the standpoint of the chakra in which
he normally feels most comfortable. (Ref :
Chakras. Energy Centers of
Transformation, Harish Johari)
In yogic philosophy, the term chakras
refers to the psycho-spiritual centers
located along the length of the spine,
each of which is associated with a
different archetypal principle of
consciousness. (Ref : Towards a Sacred
Psychology of the Horoscope, Ray
Grasse)
Chakras have been accepted
and widely discussed by western
psychologists as a system that helps
understand human beings, but while western psychology has been
applied to brands, chakras have
never been applied to brands.
Chakras, according to Jung reflects the
process of individuation. Individuation is
the process by which individual beings are
formed and differentiated. This therefore,
is a process of differentiation, having for
its goal the development of individual
personality.
(Ref: Chakras. Energy Centers of
Transformation, Harish Johari)
Jung calls the chakras a precisely
developed system of “psychic layers, of
localizations of consciousness up from
the region of perineum to the top of the
head”or the flower like centers for various
seats of consciousness. (Ref: Archetypal
Chakras, Arnold Bittlinger)
The chakra theory
originated in India.
Since then,
similar theories
to the chakra theory
have manifested
in other systems.
Chinese medicine, Tibetan
Buddhism, the Jewish Kabbalah…
even Sufism shows traces of the
chakra theory. The Tree of Life and
the Papal Cross have parallels to the
chakras. But the chakras were first
mentioned by Patanjali in the Yoga
Sutras in the Indian Upanishads.
An extensive literature review of
chakras reveals that the seven
major chakras are seven basic
energy centers that create the
seven driving life themes that we all
live by.
These chakras correlate not only to
levels of consciousness but also to
archetypes and personality
dimensions that shape everything
from fundamental values and beliefs
to fears, desires, motivations, habits
and day-to-day behaviour of every
human being.
The chakras are hierarchical in nature
going from the physical and the
emotional, through the social and the
creative, right up to the universal.
The seven basic energy centers
in our bodies are at:
First Chakra: the base of the spine
Second Chakra: the abdomen/navel
Third Chakra: the solar plexus
Fourth Chakra: the heart
Fifth Chakra: the throat
Sixth Chakra: the third eye
(in the forehead)
Seventh Chakra: the crown
Seven driving life themes. Like the seven days of the week,
the seven colours of the rainbow,
the seven rishis or sages of Indian philosophy,
the seven hills, the seven wonders of the world.
The chakras represent: Seven orientations
to the self
Seven rights that
preoccupy us
Seven demons that
plague us
Seven rights that preoccupy us: the right to be here - the right to feel and want - the right to act - the right to love and
beloved - the right to peak and be heard - the right to see - the right to know.
Seven demons that plague us: fear - guilt - shame - grief - lies - illusion - attachment.
Brand Chakras™ bases itself on this complete system that lays out a spectrum of issues, goals, rights, identities, fears
and positive and negative archetypes that we all live by.
Central Issue
Orientation
to self
Goals
Rights
Identity
Demon/
Trickster
First Chakra
Survival
Self-preservation
Stability,grounding,
physical health,
prosperity
To be here
Physical
Fear
Second Chakra
Sexuality, emotions,
desire
Self-gratification
Fluidity, pleasure,
healthy sexuality,
feeling
To feel,
to want
Emotional
Guilt
Third Chakra
Power, will
Self-definition
Vitality, spontaneity,
strength of will,
purpose, self-esteem
To act
Ego
Shame
Fourth Chakra
Love, relationships
Self-acceptance
Balance, compassion,
self-acceptance,
good relationships
To love
and
be loved
Social
Grief
Fifth Chakra
Communication
Self-expression
Clear communication,
creativity,
resonance
To speak
and
be heard
Creative
Lies
Sixth Chakra
Intuition,
imagination
Self-reflection
Psychic perception,
accurate
interpretation,
imagination,
clear seeing
To see
Archetypal
Illusion
Seventh Chakra
Awareness,
self -realisation
Self-knowledge
Wisdom,
knowledge,
consciousness
To know
Universal
Attachment
Each chakra is defined
by a set of dimensions
Original Indian philosophy advocates “balance” as a way of life. So
a chakra may be balanced, or imbalanced - deficient or excessive.
For example, a person totally lacking in compassion may have
depleted heart chakra, while an excessively power hungry person
may have over-emphasised solar plexus chakra, and so on. This
allows for a rich exploration of positive human attributes as well as
deep human fears, deficiencies and needs; leading to a wide array
of payoffs that brands can choose from.
Brand Chakras™ therefore operates on sets of dimensions that
allow exploration of positive - balanced, and negative -
imbalanced, aspects of people and brands.
Physical healers
work on the principle
that different chakra
states affect different
parts of the body.
The chakras form the basis of modern-day
pranic healing. Pranic healers work with
eleven chakras, a few more chakras than
these seven. Thus, gastric or duodenal
ulcers may be caused by a delpleted solar
plexus chakra, asthma may require
treating the throat chakra, while sinusitis
may require focusing on the third eye as
well as the solar plexus chakras. Phobias,
on the other hand may be located in
congested solar plexus, throat and crown
chakras… and so on.
Brand Chakras™ does not concern itself
with the physical implications of the
chakras but only the psychological and
the behavioral.
Spiritual practitioners, healers
and psychologists have agreed that
an understanding of the chakras
leads to an understanding of
yourself, your strengths, your
problems, helps in finding balances
and solutions,
and realising your potential.
The simple theory is that even though
every person experiences all of these
energy centers to some degree, certain
chakras will tend to be more dominant
for some than for others. So a more
artistic person may have the fourth
chakra emphasised, an intellectual or
innovator and visionary may have the
fifth chakra emphasised, a power
seeker may have the third chakra
dominant, and so on.
Welcome To Brand Chakras
Brand Chakras™, A Proprietary Toolkit of JWT Planning,India
Planning, India 
