Brand Chakras™

The holistic Indian way to realize a brand’s full potential

A Proprietary Toolkit of JWT Planning, India

Brand Chakras ™ is a strategic planning tool for brand development based on a 2,000 year-old system from the Indian Upanishads – the Chakra system as laid out in Patanjali’s Yoga Sutras – the first system of understanding human behavior based on the human body, that has never been applied to brands.

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.

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

Brand Chakras ™ is constructed on seven overriding life themes

Brand Chakras™ applies the chakra theory to brands and uses it to:

Segment the population-study trends; explore their attitudes and relationships with life-“life themes”

Define, develop, study and track brands and their driving life themes.

Segment and study target groups-users/non users/lapsed users etc. to analyze and diagnose issues.

Study the relationship of the target groups with product categories and brand payoffs.

Diagnose as well as use prescriptive measures.

Brand Chakras ™ does this through a toolkit comprising Target Chakra Reading, Brand Chakra Reading, Brand Semantics Reading, Chakra Payoffs, Brand Chakras™ Trend Monitor and Total Chakra Profiling.

Mythili Chandrasekar has originated Brand Chakras ™ and it is an initiative of Strategic Planning at JWT India, India’s leading advertising agency.

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