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There is a lot of new thinking and knowledge about brands ›› New understanding and knowledge about brands and how they connect with people is being driven by advancements in both brain and social science. Brain science tells us that much of people’s response to brands is unconscious and emotional. It explains how the brain stores brand memories in the form of multiple, unconnected brand associations. The challenge for marketers is to reach beyond simplistic USPs and to create a rich and diverse ‘brand world’ of multiple associations. Social science tells us the biggest impact on our behaviour is social context and the influence of others. This suggests that campaigns should create copyable behaviours and promote sharing.
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