Dr. Duane Varan of MediaScience speaks with Colin Finkle about how measuring neurological signals explains the “why” underneath branding.
Branding is what it is because of how our neurology reacts to certain things. Branding would not be a thing in a world of androids or super-intelligent lizards. Our propensity to build a complicated network of reputations in our mind to be able to predict how people and things can help or hurt us is why branding works.
Dr. Duane Varan and his team at MediaScience uses rigorous scientific testing to understand why people react positively or negatively to what is presented to them by media and brands.
Colin Finkle asks Dr. Varan about how branding can be tested and validated with neuro-marketing measures: