On drinking alone Pt. II.

In marketing theory, each person has four identities that are never fully integrated. In fact, they are all incongruent, and attempting to assimilate them is extremely stressful if not impossible:

1. How you view yourself.
2. How you would like to view yourself.
3. How others view you.
4. How you would like others to view you.

The exercise, though, is less about self-actualization but how to manipulate people to buy your product and become loyal to a brand. But I often think about these four ideals.

And thinking about it, it becomes clear that identity is hard to pin down.