Brand Name Buzz
Scientists have discovered that brand name products have a greater impact on our brains than similar, generic items, because brand names engage the “emotional,” right-hand side of the brain. Our brains don’t process all types of words in the same way. Head injury patients can often match a person’s name to a photo, while common words like “house” or “paper” are meaningless to them. Advertising consultant Robert Jones says, “It supports our instinctive belief that brands are a special class of word?they are like a poem all in one word in their ability to evoke and express ideas.”
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