Implementation of Neuro-Scientific Findings in the Brand Building Process

Michael Andrew and Uli Veigel from GREY Dusseldorf look at how recent developments in neuroscience have enhanced understanding of how to create effective advertising.

Implementation of Neuro-Scientific Findings in the Brand Building Process

Michael Andre and Ulrich Veigel Grey Dusseldorf

1. HOW DOES A BRAND TASTE?

We are able to identify our favorite brand, aren't we? We can distinguish its “taste” among other brands, right? Psychologists, specialized in communication, have known for decades that there are no simple answers to these questions.

As evidence that no one is able to escape the influence of his or her gustatory sense, let's refer to a teaching demonstration conducted 26 years ago at the University of Vienna, which deeply impressed the author. A professor...

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