About The Book
Whereas companies are, for the layman, confused with brands, this book takes the confusion to the extreme and eventually looks at brands from a purely psychological lens. Is it a stretch to identify a bulimic brand, or one that is on the autism spectrum, or another that is kleptomaniac? Theoretically, it is until the proof comes in the pudding, or the marketing plan, or lack of it, for that matter.
Brands on the therapy couch or "everything you wanted to know about the psychological disorders of brands and were afraid to ask", is divided into BranDisorders and eventually, AntiBrandiotics, which brings the cure along.
About The Authors
Ali Agha is the co-founder of Lime Buzz, a Research and Communication Lab. based in Beirut. Ali has collaborated with top-tier clients across the Middle East and internationally, delivering innovative strategies that drive meaningful results. As a member of the Neuromarketing Business and Science Association, he is dedicated to advancing the fields of branding and marketing.
Ali Agha
Tarek Chemaly is a communication professional with decades of experience in the industry. He has held various roles including strategy and creative positions at different agencies. Tarek is also an accomplished educator, having lectured at several universities in Lebanon and mentored generations of creatives in the Arab world.
Tarek Chemaly
Geoana Hobeiche is the CEO and co-founder of Lime Buzz, With over a decade of experience in brand strategy, customer behavior, and omnichannel marketing, she has led award-winning campaigns across the MENA region. Geoana has worked with global clients such as PWC, Nike, and Total Energies, and built marketing departments from the ground up.
Geoana Hobeiche
Expert Blurbs
“You had me at page 1 when you say ‘…treat brands as if they were humans, each with its own unique struggles… placing brands on the metaphorical therapy couch to explore their disorders’. Brilliant perspectives that are extremely helpful in diagnosing the issues, and then a clear examination of targeted problem-solving action and tools. I will definitely use these notions in my corporate branding work.”
Quirino Malandrino, Brand Counsel at BrandLink
“An intriguing, thoughtful and entirely original approach to branding, this book requires your full attention. It is not for the faint-hearted, but whether you are consumer or a brand owner, it is a deep voyage into the psyche of brands, the ailments that weaken them – and the solutions that will allow them to thrive.”
Mark Tungate, Editorial Director, The Epica Awards
“An intriguing, thoughtful and entirely original approach to branding, this book requires your full attention. It is not for the faint-hearted, but whether you are consumer or a brand owner, it is a deep voyage into the psyche of brands, the ailments that weaken them – and the solutions that will allow them to thrive.”
Mark Tungate, Editorial Director, The Epica Awards
Interviews
In this interview, Ali Agha, Tarek Chemaly, and Geoana Hobeiche reveal how their unlikely collaboration gave birth to "Brands On The Therapy Couch."
From university classrooms to WhatsApp brainstorms, the trio shares stories of creative clashes, deep camaraderie, and writing through war, illness, and more. Dive into the full interview to discover how the book came to life and what gives it such a distinct voice.
Listen in on the discussion about Branding Psychology and Neuromarketing with Geoana Hobeiche, Ali Agha and Firas Mghames.
For International Orders
Buy the book on Amazon
For Orders in Lebanon
Get the book at a special local price of $20