Brainy Bar 4: Age compression, multisensory branding and the power of music

This article explores the concept of age, specifically in terms of 16-19 year olds and those over 65, in relation to branding, personal attitudes and perceptions, and responses to music.

"Clients know now that emotion is the main profit [driver]," according to Dr Cristina de Balanzo. "Brands finally understand that they have to become human to connect and build trust."

The founder of Walnut Unlimited, a neuroscience consultancy, was celebrating the increasing penetration of neuroscience in brand marketing, as she addressed a Brainy Bar session in London in April 2017. One of a series of events jointly organised by Walnut Unlimited and WARC, these seek to highlight the insights, challenges and implications behind current research in the field of consumer neuroscience and psychology. This evening's theme: the measuring of...

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