How to Mind Your Business
Research in cognitive neuroscience shows that decision-making is driven by emotion, not by intellect. Experts say that 90% of our purchase decisions happen subconsciously, driven first by emotions, and then justified by logic afterwards.
Brands that merely list products or services won’t reach the subconscious realm of consumer decision-making and will most likely lead to disappointing marketing results. Brands that succeed are those that evoke stories and engage emotionally with clients’ personalities and values. These brands make the lasting connections in the brain and influence client decisions.
Brand names that create a memorable association are more compelling for consumers.