The Brain

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...