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November 30, 2006

Brands in the Brain: We Have the Science to Prove It

We already knew that a strong brand is the kind of thing you can get stuck in your brain, but now German radiologists have actually seen it in action. According to findings presented at the recent Radiological Society of North America annual meeting, strong brands actually stimulate identifiable brain activity, specifically areas associated with positive emotion, self-identification and reward.

You may think that's not exactly rocket science, and you're right: it's brain science. The researchers used functional magnetic resonance imaging to compare brain activity in subjects as they were exposed to strong (well-known) versus weak brands and found the correlation with strong brands elicited a response that was not linked to the type of product at all.

So, what can you do about it? Get your promotional brain together and work to build your brand. The more your brand resonates with your client base the more you are likely to beat your competitors out on a personal, emotional level. Not that you shouldn't be competitive in your product offerings or service, but those aren't the only things that influence purchasing decisions.

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Posted by mark at November 30, 2006 9:33 AM

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