Plato the planner

It's a thing of mine to try to personify brand behaviour wherever possible. I was thinking about what makes the soul of a brand earlier and just came across Plato's take on the soul; "the essence of a person, being, that which decides how we behave":

1. the logos (mind, nous, or reason)
2. the thymos (emotion, or spiritedness)
3. the eros (appetitive, or desire)

I can imagine Socrates looking at this and saying, "Nice, but can we make the logos bigger?"

Thanks Wikipedia