About BrandSolutions Blogs

Every month I read many newspapers and magazines, focusing on those publications reporting trends in Branding. My goal is to identify branding trends in America through a study and analysis of the reporting of the best publications I have found that cover branding news. I also input my personal commentary and branding observations.

The publications I read and recommend are:

AdWeek Magazine - http://www.adweek.com/aw/index.jsp

Advertising Age Magazine - http://www.adage.com

American Demographics - http://www.demographics.com

BrandWeek Magazine - http://www.brandweek.com/brandweek/index.jsp

Business Week - http://www.businessweek.com

Newsweek Magazine - http://www.msnbc.msn.com/id/3032542/site/newsweek

The New York Times - http://www.nytimes.com

The Seattle Times - http://seattletimes.nwsource.com/html/home/index.html

The Wall Street Journal - http://online.wsj.com/public/us

I hope you'll enjoy reading about neuro branding. I certainly enjoyed putting this "blog" together for you.

A quick note regarding the format of this blog. Read the following sections and commentaries as stand-alone stories.some short, some longer. At some point in the future, I may integrate all the stories into a "best practices" paper on NeuroBranding.

The areas of neuromarketing and "NeuroBranding" are very exciting areas for brand marketers.

I give many thanks to the editors and reporters that wrote all the great stories and articles.

I welcome your own comments, insights and wisdom. Email me at cpettis@brand.com
   - Chuck Pettis

Dr. Paul MacLean, Chief of the Laboratory of Brain Evolution and Behavior at the National Institute of Mental Health, developed the Triune Brain Model, which showed the evolution of the brain through three primary stages. The first stage is the Reptilian brain: it is comprised of impulses, instincts, and rituals. Its primary needs are to survive, to dominate, and to mate.

The second stage in the evolution is the Limbic, or mammal brain. It is the brain's holder of emotion and bonding needs (emotions linked to attachment and "my children"). The stronger the emotional charge connected to a perception, the quicker a person can retain that information in long-term memory.

The third stage of the brain is called the Neocortex. It is here that the brain processes high-level functions such as logic and language.

Related Web sites:
http://www.kheper.net/topics/intelligence/MacLean.htm
http://www.brainsatwork.com/B2B/SB7.html

Primal urges define the wheel you
The Seattle Times, April 30, 2004

Cars evoke strong emotional responses from our brains, especially our reptilian brain. That's the part of the brain that deals with survival, dominance, and sex. Clotaire Rapaille, the master marketer, promoter of cultural archetypes, and Chairman of Archetypal Discoveries Worldwide states that "a car is a message. It has eyes, a mouth, a chin. It has a face, and that face speaks to you." Take the Hummer for example: "It's a war machine. It says if you want to fight, I can fight. But you will die."

Observe the American SUV. Why are there so many of them? People don't actually need large tires or four-wheel drive in the majority of U.S. streets. SUVs are perceived by other drivers as the dominant predators on the highway. In a battle, SUV's will kill and survive to fight another day. The taller the vehicle, the bigger it appears to us on the highway. Intellectually, through the cortex brain, we all realize that tall SUVs are more likely to roll over than a smaller car. Yet the reptilian brain, or our animal brain, feels that being up higher makes you feel bigger and taller, and thus safer. As a personal example, my wife drives a really big and tall Dodge Ram pick-up truck - she says that if she is in an accident that she and our son will survive because the Dodge Ram is so big and protective.

Dr. Rapaille consults with Detroit automakers regularly and his research on buyer motivation has won high accolades from Chrysler when he assisted in making the PT Cruiser a "hot buy." The "30s gangster look" sent the "don't bother me" message thereby creating a safety zone around the car. Potential buyers told him they felt vulnerable knowing that people could look inside their car, so the PT Cruiser rear window was reduced in size. Visibility was lessened but that wasn't a concern to consumers; they felt safer and they bought them.

The PT Cruiser web site is a study in three-brain auto design. The PT Cruiser is designed to appeal to each of the three brains. Imagery is aggressive, not submissive, appealing to the reptilian brain. On the outside, the PT Cruiser looks tough, like a retro 30's gangster car. The "face" of the PT Cruiser says, "I'm tough. Don't mess with me." Inside the car, everything is soft and round, designed to make you feel safe inside, like being in the womb, appealing to the limbic or mammal brain. There is also an interesting blend of sexiness and practicality, especially when it comes to cargo space. In Branding Workshops, when I show the photos of the back of the PT Cruiser, universally women look at the cargo space and men look at the woman. The cortex brain's intellectual "alibi?" Prices start at $13,995.

Dr. Rapaille is very entertaining. PBS did a TV special on "The Persuaders." You can see Dr. Rapaille on this show at: http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/view Or visit his second company: The Rapaille Institute where he has videos on the Three Brains and other subjects. If you would like to hire Dr. Rapaille to "break the code" on your product, tell him that Chuck Pettis of BrandSolutions sent you!

If You Have a 'Buy Button' in Your Brain, What Pushes It?
The New York Times, October 19, 2004

Drinks, an important and compelling research study published in the October 14, 2004 issue of the Neuron Journal, compared Coke and Pepsi preferences to demonstrate how cultural messages shape perceptions and modify behavior and preferences. This is believed to be the first proof of the mind/reality-altering power of brand marketing.

In the study, Coke and Pepsi were "delivered" to subjects anonymously (blind taste test) and with "brand-cued delivery" as their brains were being scanned in a fMRI scanner. Coke and Pepsi actually have similar chemical composition and thus should taste very similarly. Indeed, this study found that when subjects did not know which brand they were tasting, they had no preference for one over the other. Yet when subjects were cued with the brand before tasting, three out of four preferred Coke. Significantly great brain activity was also observed when subjects were cued with Coke. There no such effect with Pepsi. Researchers could tell by the brain scan alone which soft drink subjects preferred.

Why did Coke "light up" the brain when Pepsi did not? Here are six reasons.

1. In scientific terms, quoted from the research findings:
   • ".behavioral preferences for food and beverages are potentially modulated by an enormous number of sensory variables, hedonic states, expectations, semantic priming, and social context."
   • ".many levels of social, cognitive, and cultural influences combine to produce behavioral preferences for food and drink."
   • ".the appeal or repulsion of culturally relevant sights, sounds, and their associated memories all contribute to the modern construction of food and drink preferences."
   • ".it is tempting to suggest that humans will choose more pleasing stimuli over less pleasing stimuli by evaluation and comparison and that, for our two sugared drinks, the most pleasing drink is the one that subjectively tastes better than its competitor."


2. Coke is perceived by most people's subconscious minds as an effective reward. Much of human behavior is motivated by our conscious, subconscious, and unconscious internal reward systems. We think to ourselves "If I do X, then I will reward myself with Y." Example: If I play and work hard, then I will take a pause for some delicious refreshment. For many that reward is a Coke. For others, it may be a Starbucks latte or a piece of chocolate or candy or potato chips, etc.
   
   I have started watching my mind to see how often I "reward" myself during the day. I do it constantly. I think to myself: "When I finish this report, I will go read a chapter in Clive Cussler's new book." It is actually a little embarrassing to see how I play this reward game with myself!



3. Coke's brand has been focused on one key emotion for decades: serenity: "The pause that refreshes." It is this peaceful feeling that is a part of the Innocent brand archetype that people associate and remember about Coke. Almost everyone I ask has memories of Coke from early childhood (imprints and cultural archetype) and those memories are usually about relaxing on a hot day or after some hard work.



4. Coke has repetitively repeated its key messages of Refreshing, Delicious, Unique for decades.



5. Coke focuses on refreshment, not taste. As you can see from the study, Coke and Pepsi taste almost identical.



6. In order to stimulate the brain and have a product be perceived as a reward, it is necessary to;
   a) Focus on a strong emotionally based brand identity.
   b) Integrate and communicate at many levels:
   • Socially.
   
   
   • Cognitively and rationally by providing tangible facts linked to emotional benefits.
   
   
   • Culturally, ideally through stories and imagery that brings to mind the product's cultural archetype.
   
   
   • Limbic brain hot buttons.
   
   
   • Reptilian brain hot buttons.
   
   
   • Involve as many senses as possible.

Related Web sites:
http://www.fipp.com/1495
http://www.commercialalert.org/neuromarketingcokepepsi.pdf

How They Make You Buy Buy Buy
The New York Times, November 9, 2004

This article reviewed the TV show: The Persuaders, is currently available on the web. The show reports on a variety of branding and neuromarketing techniques. You can read a synopsis of the program here: http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/etc/synopsis.html. I thought the stories on Frank Luntz, master maker of persuasive messages, and Clotaire Rapaille, talking about the reptilian brand and cultural archetypes, were particularly good.

Not surprisingly, this review misunderstands some of the techniques covered in the show calling consumers as "spirits in need of uplift" and positioning World Wrestling Entertainment as "a masculine ballet."

The art and science of branding and persuasion combines rational with emotional, conscious with unconscious, and words with images to create communications that work at multiple levels, knocking at every perceptual door possible to get in the brain and sell sell sell.

Most people don't have any idea what kinds of techniques are being used to persuade them to buy things. This brings a level of responsibility to the practice. I got a phone call today from a potential client who commented that he felt that the BrandSolutions web site had integrity and that was what drew him to me.

In Search of the Buy Button
Forbes magazine, September 1, 2003

In a Greenwich, England research room eight young women sit in electrode-studded caps preparing to watch a taped sitcom and six commercials. The scientists watch their brains via the caps: the electroencephalograph detects cognitive functions in 12 regions of the brain, revealing memory recall and the level of attention paid to visual and aural stimuli. The left prefrontal cortex lights up, suggesting the subject is receptive to the message about KitKat chocolate bar.

Researchers delve deep into electrical activity in another part of the brain to ascertain whether or not commercial messages are deposited into the subjects' long-term memories. That means they'll buy the product.

The goal of this research is to reveal the "buy button" inside the brain against which to examine whether or not a product, package or advertising spot can initiate a buy decision. Memory and emotion appear to determine brand loyalty. By discovering the links to both memory and emotion, a firm can test market whether an advertising campaign or product redesign generates brain activity and then target their products to the consumers' "buy button."

Memory is important because if you can't remember the brand, you won't buy it and you can't tell someone else about it. Emotion is important because all perceptions go through the amygdala, the seat of emotion, before they go to the cortex brain. The amygdala checks all perceptions for emotional relevance. The stronger the emotion, the more we pay attention to it.

Some companies are starting to try and gain a competitive advantage by learning how the brain works with their brands and their products. If research uncovers those brain sections in which preferences, purchasing decisions, and ambition are stored then they can present images, sounds, aromas, etc. that will stimulate those areas. An example is Daimler-Chrysler. Their research shows that when a person looks at the front a sports car, they think of a face. Look at the front of your car. Is it happy? Tough? Friendly?

Another firm, Market Connections International, uses "environment-conditioned marketing" in which they hand out samples from firms such as Kraft Foods and Colgate-Palmolive to vacationers. Using the principle of conditioned behavior, their premise is that people will remember having fun when see the product later.

In research by DaimlerChrysler in Ulm, Germany, pictures of 66 different cars - sports cars, sedans, and compact cars - were shown to a dozen men (around 31 years old) as each one lay inside a Magnetic Resonance Imaging (MRI) machine. Not surprisingly (to men), the strongest brain responses in the brain associated with reward and reinforcement came when each man viewed sports cars. Besides have a more pleasing shape, the cars announced to the world the driver's wealth and social dominance. "A sports car is like a peacock's tail" according to Walter, a psychiatrist with the study.

Payback Time: Why Revenge Tastes So Sweet
The New York Times, July 27, 2004

Revenge isn't all that bad, it is programmed in our genes. Stable communities rely on a culture that punishes those who break the community's rules or laws. I love Louis L'Amour westerns. In the Wild West, people who broke the law when there wasn't a sheriff around were dealt with quickly and without a lot of "due process!"

Neuroscience experiments show that the left prefrontal cortex is aroused when people are insulted. This same part of the brain fires off when we want to satisfy hunger and other cravings. Hence, there is some pleasure involved in revenge. It turns out that just fantasizing about revenge and payback is as good as actually taking physical action. Unfortunately, just like most people load more food on their plate than they can actually eat when they are hungry, many people overdo their revenge. Be careful what you say! Fortunately, most vengeful acts are whispered or sent via a glance.

Related Web sites:
http://www.revengeunlimited.com/catalog
http://www.thepayback.com

Neuromarketers Search for 'Buy Button' In The Brain
Dec 01, 2003

Neuromarketing is a contended new field of marketing which uses the functional Magnetic Resonance Imaging (MRI) to market products.

Commercial Alert and prominent psychology experts have requested Emory University to cease neuromarketing experiments. This team of experts suggest that these medical experiments on human subjects are unethical as they may be used "to promote disease and human suffering." The research is being conducted by privately held BrightHouse Institute for Thought Sciences in the neuroscience wing of the Emory University Hospital.

It is suggested that the MRI research creates "marketing-related diseases" in both adults and children by enabling mass marketers to press the "buy buttons" within the minds of consumers. These diseases may be extraordinary levels of obesity, type 2 diabetes, anorexia, bulimia, and pathological gambling. The most prominent example is the numbers of deaths caused by the marketing of tobacco.

Harvard Business School - Division of Research - The Mind of the Market Laboratory
http://www.hbs.edu/mml/zmet.html, December 23, 2003

The Zaltman Metaphor Elicitation Technique (ZMET) is a research tool that enables companies to understand consumer's real and unconscious motivations behind their purchase behaviors. The technique involves having each consumer select a minimum of eight pictures that reflect their thoughts and feelings about the topic or brand being researched. These results are then discussed in an in-depth interview session, with the goal of uncovering deeper meanings and hidden thoughts about the topic.

Besides studies on consumer loyalty and the future of customer behavior, the lab has produced reports on "Corporate and Product Name Associations" for General Motors, "Thoughts and Feelings About Going to the Dentist" for Futuredontics, and "The Meaning of Chocolate" for Nestlé.

Related Web sites:
http://www.olsonzaltman.com/ http://www.news.harvard.edu/gazette/2000/05.04/zalt.html

In Sex, Brain Studies Show, 'la Différence' Still Holds
The New York Times, March 16, 2004

It is quite apparent: men and women are different when sexuality is discussed. Men seek both arousal and desire together while women seek arousal and desire separately. While Viagra doesn't create sexual desire in women, it can create arousal in women, according to researchers at Pfizer.

The key is the brain and, in particular, the amygdala, an almond-shaped nugget tucked within the limbic brain that is the emotional center for our emotions. Scientists have discovered male arousal is strongly visual; when men consider sexual activity or engage in it, certain sections of their brains become active. These sections do not become active in women when they engage in the same activities.

One theory proposes that men evaluate a woman's reproductive ability by seeking signs of youth and health indicative of her ability to carry a healthy baby, according to Dr. Helen Fisher of the Center for Human Evolutionary Studies at Rutgers. Her studies of persons in the beginning stages of romance, show that when a man's brain, when given pictures of a new partner, becomes active in parts where the visual processing and arousal occur. Yet women's brains, when shown photographs of a new partner, revealed more energy in areas that are associated with reward, emotion and attention.

Mind Reading
Newsweek magazine, July 5, 2004

Neuroeconomics is the study of how the brain makes economic decisions. In this field of study, one studies the involvement of fear, anger, greed and altruism in the decision to spend one's money. To investigate, functional Magnetic Resonance Imaging (fMRI) examines changes in the human brain during economic decision making. Rejections to monetary offers appear to come from the brain's insular cortex, an area associated with negative emotions including anger and disgust. Acceptances originate in the prefrontal cortex, an evolved section of the brain.

There are gender differences between the brain of a man and a woman. A man's brain tends to shut down after an economic decision and awaits a reply. A woman's brain remains active, re-thinking her decision in relation to how the other subject might react to it.

Related Web sites:
http://fac.cgu.edu/~zakp/CNS
http://www.pauljzak.com/pdf/Flame.pdf

The Gender Gap
The Wall Street Journal, January 26, 2004

The brain is different for men and women. Science is beginning to catch up on the crucial differences between men and women as it pertains to health. This is most revealing in studies of the brain. Generally, women remember words and are clearer at verbalizing their thoughts. Men are better at spatial concepts. As an example, men and women actually view navigating differently. Men use maps and spatial clues such as "head west until you take a sharp left turn" while women use landmarks such as "look for the gas station and then turn."

Molecules of Desire
The Wall Street Journal, February 13, 2004

Review of the book: Why We Love by Helen Fisher.
Rutgers anthropologist Helen Fisher proposes that love has a physiological basis. It changes sleep patterns, harmonizes partners' moods, causes hearts to beat wildly, embeds memories and creates strong emotions. Romantic love involves promoting one's genetic value through courtship rituals, as well as connecting with one's mate.

The Magnetic Resonance Imaging (MRI) scanner was used to display the brain activity of people who had fallen in love. After a questionnaire and interview, subjects were put into an MRI and shown pictures of their lovers. The pictures resulted in sparking the "reward system" of the brain. Ms. Fisher concluded that the "chemical messenger dopamine" is the molecule responsible for feeling and action and the "liquor that fuels romance." Dopamine is also produced when a subject views pornographic images and beautiful faces of either sex. This is why they say "Sex sells."

The effects of physical attractiveness in education
University of Washington term paper by Morgan Pettis, Spring 2004

In America today, physical attractiveness is advantageous. People think more positively about people they view as physically attractive. Attractive people are viewed as smarter, friendlier, more socially competent, in happier marriages, and have better careers than their unattractive counterparts. Attractive students generally get higher grades and score higher on standardized tests. Moral: it pays to look good.

According to the paper "Evolutionary Psychology of Facial Attractiveness," the features that define attractiveness include: bilateral symmetry, average or prototypical traits (studies show that computer-generated faces are more attractive than the actual human faces they are constructed from), and "hormone markers," e.g., men prefer prominent cheekbones that signal fertility, smooth and healthy skin in women, while women tend toward men with a more masculine face in the fertile part of their period. Eye contact is also a key part of attractiveness because so many levels of meaning can be expressed. Eye contact increases brain activity in the part of the brain that predicts an upcoming reward.

Related Web sites:
http://www.eco.utexas.edu/faculty/Hamermesh/Beautystuff.html

Addicted to Mother's Love: It's Biology, Stupid
The New York Times, June 29, 2004

A mother's love is like a pain-relieving opiate drug. Crying brings help, increasing attachment between the child and the mother. In a research study with monkeys, attention and comfort from nurturing parents actually altered the young monkey's genes for the better, making them more likely to be nurturing parents themselves, thereby reducing the risk that the young monkeys take on disruptive behaviors.

After the Fall: Starting over at the bottom of Maslow's pyramid
AdWeek magazine, December 8, 2003

Remember the "hierarchy of needs" pyramid by Abraham Maslow? The bottom block stands for our primitive physiological and safety needs, such as eating and shelter. When these needs are taken care of, we move up the pyramid to social needs, such as love and self-esteem, and then to self-actualization.

These same steps apply to branding. Our physiological needs are strongest; they are connected to our reptilian brain that is concerned with our survival. Our emotional and social needs, connected to our limbic brain are also strong. Sadly, most people on the planet are largely concerned with their own survival and social needs. Few people have the time and resources to think about fulfilling their potential.

Related Web sites:
http://web.utk.edu/~gwynne/maslow.HTM

The power of a quiet mind
The Seattle Times, January 7, 2004

There is actually a top to Maslow's Hierarchy of Needs: self-realization. Attained through prayer, meditation and purification, self-realization or enlightenment is actually the cessation of the modifications of the mind, a luminous-like state of consciousness where there is no form, no feeling, no perception, no intellect, and no consciousness. I refer to this state as the Fourth Brain.

The path toward this mythical state of mind has many benefits. Meditation has been shown to boost the immune system, control pain, and lower stress. This stress-reducing technique is typically done by sitting quietly and focusing on a word, one's breath or an image. The result is a deep state of relaxation and peacefulness.

The Real Bottom Line: Accessing Archetypes of Meaning
Personal Mastery Coach Newsletter, March 08, 2004
www.herowithin.com Carol Pearson

A meaningful life is an innate need of human beings. Making life choices on the basis of money, career or power is unfulfilling. Most of us feel that there is something more to Life and we keep searching for it. This limitless desire makes us susceptible to control by the sellers of "pseudo-meaning," that promise beauty, success and other intangible emotional benefits, but don't actually deliver on their promises and often use deception and unethical use of subconscious NeuroBranding techniques.

How do we find true meaning in our lives? Carol Person recommends finding one's "life/work purpose or organizational mission" and them promoting balance and wholeness in life, being open to the role archetypes in our life and life's purposes.

Related Web sites:
Carol Pearson is one of the authors of the great book, The Hero and the Outlaw. I highly recommend it!

The More Social Sex
Newsweek, May 10, 2004

Survival, a critical role of evolution, is the reason women create friendships. Studies with human and primates propose that friendship for women increases their own sense of well being as well as increasing the survival prospect of their children.

Women focus on one-to-one friendships, reacting to subtle emotional cues. Women are more trusting and more emphatic than men. Girl babies stare longer than baby boys at the human face than at mechanical objects. Women are more into social smiling (not high on most men's "to do" list).

It all goes back to cave man days. Men competed to fertilize as many eggs as possible. Women socialized, so as to better take care of and protect their children. Baboon researchers have found that female baboons with the most intricate social networks, had more offspring survive past two years old.

Stress reduction is another benefit to female companionship. In emotional crisis's, women turn to their female friends for emotional support. Recent studies have shown that 45 percent of men reported going to their wives for emotional support while only 21 percent of women reported turning to their husbands. It appears that when conditions are stressful, men turn to their mates, while women turn to their girlfriends.

'Traditional' marriage? History shows people wed in many ways for many reasons
The Seattle Times, March 29, 2004

When it comes to moral values, it is easy to think that values are immortal and unchanging when in fact they change over time. The concept of marriage, for example, has changed over the eons. In Ancient Rome, it was a method of transferring family property by the upper class. The practice of marrying for romantic love became acceptable only about a century ago. So, when politicians evoke the traditions of marriage, family historians ask "Where and When," according to Steven Mintz, a University of Houston professor.

Marriage over the centuries has provided for many social and personal functions; only recently has the concept of romance become relevant in marriage. Historically, marriage determined how property was to be handed down, how labor was to be divided, how children were to be cared for, and how companionship would be assured.

Marriage has taken many different forms. Among many cultures - the Ancient Hebrews for example - polygamy was a widespread practice. In Native American culture, some tribes allowed two men to marry as long as one went through a ritual that transitioned one man to being a "cross-gender" or "mixed-gender" person.

In Ancient Rome and Greece, marriage was a civil contract used by the upper class to maintain the family line and give birth to legitimate heirs. Marriage was a heterosexual union, with each person having one spouse. Married men, however, could have concubines who would bear their illegitimate children. Men could also have sexual relations with other men.

For the ruling class in Europe, marriage was a means to create political alliances. For upper and aspiring classes, the marriage dowry gained capital for the husband's family.

Around the beginning of the 16th century, marriage took on a purpose of building the family as a labor force. Then, finally in the 19th century, the concept of marrying for romantic love took hold.

Getting to Know Me, Getting to Know All About Me: Web Personality Tests
The New York Times, March 8, 2004

Tickle.com offers personality tests customizable to your needs. Then, after you've taken them, you can email the results to your friends and family. As the founder James Currier explains, "Tickle 'is a media company about everyone's favorite subject: themselves."

Memetics: A Systems Metabiology
By Ron Hale-Evans

Memes are units of cultural information, semantic symbols, like tunes, catch-phrases, ideas, fashion, etc. that spread rapidly through social networks via imitation or replication from one person to another. Memes are to information what genes are to biology.

Examples of dangerous memes:

• The spread of ideologies, such as Nazism
• Witch hunts
• Prejudicial "Moral values"

Example of a neutral meme:

• Earworms - songs that you just can't get out of your head, e.g., the theme to Mission Impossible, YMCA

Examples of higher-level memes:

• Universal archetypes
• Cultural archetypes

The "hooks" of memetic reproduction:

• Promises of reward - win the lottery and you can.
• Attractiveness
• Humor - cartoons that get copied
• Feeling superior - we are good, they are evil
• Scapegoating - blame problems on another person or group
• Fear
• Threats of punishment - if you do that, you will go to hellm
• Seeming ability to explain everything - Marxism, Christianity, Ayn Rand, Buddhism.

Characteristics of successful memes:

• Simplicity - "Twinkle, Twinkle Little Star."
• Easy to understand
• Easy to reproduce - Xerox art
• Rhyme and meter - "Thirty days hath September."
• Positions competitive or old memes as inferior
• Commands people to explore and spread the meme - evangelizing

Modeling Six Universal Emotions
The New York Times, March 8, 2004

There are six universal facial expressions: disgust, sadness, happiness, fear, anger, and surprise. Here's an emerging area for people interested in branding: go to Cornell's Department of Neurobiology and Behavior.