Whole-brain branding

Janice Wilson

In this concisely written article Janis Wilson describes a new way to consider brands and their positioning based on the triune brain model, developed originally in the 1970s, that splits the brain organisation into three levels.

Whole-Brain Branding

Dr Janis WilsonJoshua

Recent articles and publications (1, 2, 3) have suggested a rethink about brands, based on new insights gleaned from the field of neuro-psychology. In particular, they urge that greater emphasis should be given to the assimilation of brand information that occurs on a non-thinking level, and that the priority given to the 'persuasion model' of communication in modern-day marketing should be challenged.

The idea of brand differentiation as based on a single dimension of difference has also been challenged:

'Strong brands hold a depth of meaning...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands