The Brain

Roderick White

WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores how our understanding of the human brain impacts on the way that advertising works, with onward links to related papers on WARC and the Web.

Brands, Marketing Communications and The Human Brain

July 2003
Brands, it has been said, are all in the consumer's mind. Understanding how the brain works might enable us to do a better job of communicating with people about our brands, and a better job of the research through which we try to determine what we have succeeded in communicating.

President George Bush Sr. proclaimed the 1990s the 'Decade of the Brain', and the last 1520 years have been characterised by intensive development in both our physical (neurological) understanding of how the brain works and, to a less dramatic degree, in...

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