CHAPTER 11brandGPT – neuroAi‐Powered Design of Brands
Brands.
We love them. We stand in long lines on launch day.
We are loyal to them.
What attracts us to certain brands, and not others? Why will we form lifelong allegiances to some and ignore competitors?
The answers to these and many other questions about brands lie in the nonconscious. Modern neuroscience has cracked the brand code.
In this chapter you will learn many of those answers. You will also learn how to develop and deploy the most effective packaging, promotions, and other aspects of brand marketing. You will learn the secrets to successful brand extensions. And simultaneously, you will discover the sheer power of GenAi, and how to leverage it to drive success for your brand.
The brain is not merely a passive information processor when it comes to brand comprehension; rather, it is a dynamic environment where memory and perception combine to create a stage for brand resonance. Brands are mapped not just by their visual appearance but also by the emotional and cognitive resonances they elicit in the nonconscious mind. To dive deeper, we must explore the dimensions through which the brain perceives brands, starting with the larger memory structures and progressing toward the specific activations.
Face of the Brand: Visual Identity – The Form Factor
Imagine a symphony of images and colors, each with its own tone and melody, converging to create a unique visual identity. This is the orchestra in our minds that plays ...
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