Brands in the Brain
Millward Brown’s Nigel Hollis has a very interesting post on how we store brand messages in the brain. Recent scientific evidence points to the fact that we don’t store coherent images of anything, not even the most powerful brands, in our heads. Bits and pieces of information are stored in different areas of the brain and they all well up into a sort of a drawing board, sort of space to become an image. The evidence suggests that the more frequently we draw on our mental associations to form a representation of a brand, the stronger and more complete the representation becomes. So this repeated mental ‘rehearsal’ of what the brand is about, helps to build clarity and maximize the chance that the brand will be recognized and found desirable. Read More on Engaging Customers’ Brains in this Millward brown PDF.