Well, it depends on how good a job we are doing.

A study pre­sented today at the annual meet­ing of the Radi­o­log­i­cal Soci­ety of North Amer­ica, car­ried out func­tional mag­netic res­o­nance imag­ing (fMRI) stud­ies on the brain acti­va­tion of 20 adult men and women when shown a num­ber of logos.

Very inter­est­ing results. We won’t write about them, because 2 great blog­gers have been faster than us and have great entries already on the study. You can read

a) Famil­iar brand names may elicit pos­i­tive emo­tional responses in the brain at The Neu­rophiloso­pher blog. A cou­ple of quotes:

-“it seems that strong brand names, with which the par­tic­i­pants are more famil­iar, were processed with less effort than weaker ones.”

-“One very well-publicized neu­ro­mar­ket­ing study was car­ried out by Read Mon­tague, of the Human Neu­roimag­ing Lab at the Bay­lor Col­lege of Med­i­cine in Hous­ton, Texas, who tried to deter­mine the neural cor­re­lates of taste pref­er­ences by apply­ing func­tional imag­ing to the “Pepsi Challenge”

b) Brain Brand­ing: The Power of Strong Brands at the Neu­ro­mar­ket­ing blog.

- “Although this may be the first study of its exact type, other neu­ro­mar­ket­ing researchers have looked at brand­ing top­ics with fMRI tech­niques. In Jan­u­ary, we posted Brand­ing and the Brain, which men­tioned research more fully described by New Sci­en­tist in How brands get wired into the brain.”

Mean­while, Vaughan, the Mind Hacks writ­ing machine, won­ders about the brand­ing con­fu­sion between “psy­chi­a­try” and “psy­chol­ogy” in How brands get wired into the brain, list­ing a few funny exam­ples and ask­ing for leads to funny con­cep­tual swaps.

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