Identity, “Third Eye”, Darwinian Survival and Competitive Unconscious: A global, empirical Survey

ABSTRACT

What is the raison d’etre for corporate e-identity? Why do even highly successful corporations continually emphasize their corporate presence in the marketplace? That their presence is felt visually by consumers through mega dollars advertisements of their most innovative product? In this paper we argue that deep in the soul or psyche of human beings there remains an unconscious that ensures Darwinian survival through emphasizing presence. Interestingly, Renes Descarte argued that the seat of our soul to be traceable to the pineal gland or proverbial “third eye”. Extending our work along this line of inquiry we investigated empirically, the eye as motif for branding in corporate e-identity strategy. Results are reported which inter alia suggested for some the symbolic role of eye which extends beyond “seeing”: an “inner vision” (“third eye”), one of the inner consciousness, the soul. This led to a final discussion on role of the competitive unconscious and corporate e-identity.