The crisis of the brand today is a crisis of marketing. Since one no longer understands the function of brands and markets, one is fleeing to a belief in modern brand myths and trendy patent recipes. But nothing is as fatal as an inappropriate strategy. The purpose of this article is to illustrate seven current marketing mistakes in order to give insight based on the psychology of the market into how to carry out successful brand management. Under the formula of "mind-state marketing," guidelines for successful brand strategies will be presented.