I had assumed that the formulation of human motivations began in the late 1930s with Murray, to be followed by Maslow in the 1940s, and eventually finding its way into advertising via Dichter and other "hidden persuaders" in the 50s and 60s. But then I found what appears to be the first advertising textbook, The Principles of Advertising, originally printed in 1918.
One of the book's authors, Harry Hollingworth, was a psychologist who was among the first to link the world of psychology with the business of advertising. The textbook has an entire section on what it calls "human instincts" that are remarkably similar to the modern taxonomies of human motives, from Schwartz’s Values to Reiss's 16 basic desires.
The concept of instincts likely goes all the way back to Wilhelm Wundt, one of the fathers of modern psychology, who in the 1870s came up with the instinct theory of motivation. With time, researchers ended up cataloging some 4000 of these instincts. In the US, one of the main proponents of the instinct theory was a British psychologist William McDougall. (The 1909 Introduction to Social Psychology describes his theory in great detail.) Hollingworth knew Freud's work through McDougall, who at the time was visiting at Harvard. It is likely that McDougall, through Hollingworth, was how the instinct theory of motivation ended up in America's first advertising textbook.
And so it looks like brand planning was introduced to the US twice, and both times by Brits — once in the 1920s, and then some 50 years later.