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 em- phasize their corporate presence in the marketplace? That their presence is felt visually by consumers through mega dol- lars advertisements of their most innovative product? In this paper we argue that deep in the soul or psyche of human be- ings 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. Re- sults 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 un- conscious and corporate e-identity. * FOO Check Teck wishes to thank the research assistance by Mohamed Halil bin Mohamed Ibrahim.