Sigmund Freud was one of 20th-century psychology’s most interesting and provocative writers. He was perhaps the father of modern perspectives on ego. He identified three elements of the human conscious, pre-conscious, and unconscious mind: The ID – the primitive and instinctive component of the mind. The EGO – the awareness of self and the realities of life. The SUPER-EGO – the voice of conscience and source of self-criticism. While all three concepts are relevant to marketing in 2022, the EGO focuses here. In a similar vein to Plato, Freud suggested that the ego ‘brings about harmony – the part of the brain mediating between the conscious and unconscious.’ Both viewed it as the rational part of the human mind. More contemporary definitions focus on ego being – ‘a person’s sense of self-esteem or self-importance. In 2022 ego is most commonly associated with self-importance, self-esteem, self-image and self-confidence. This more contemporary definition underpins this discussion. Few…