Freud? Who doesn't know him? But how about Edward Bernays? He's the nephew of Sigmund Freud, and is one of the most influential people that few outside of marketing have heard of. He is often credited with the thinking behind the modern consumerist culture we know so well. He brought in the psychology to advertising and marketing, courtesy of the influence from his rather better known uncle, and changed things forever. What was previously a marketing world purely of features and benefits, appealing squarely to the rational mind, Bernays brought emotion, identity and desire to the fore.