Limits to emotional branding

Researchers at the University of Michigan and Harvard did MRI scans to measure the reactions in their subject's brains to emotional terms applied to people vs. brands. What they found was that trying to imbue brands with emotional traits may actually not work as their subjects still processed the information in the sections of their brains associated with objects rather than people.

Interesting for all groups attempting to craft relationships with customers and could be bad news for brand managers who are seeking deeper, more emotional brand mindshare.

Seed Magazine