Whole-brain branding

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...