The Beauty of Neuroscience

I believe that one of the most exciting aspects of Neuroscience is its interdisciplinary nature. The fact that it involves aspects of psychology, philosophy, science, statistics and many others, not only makes it an interesting topic to study but also a valuable science worth to apply across countless of areas.

Including communications.

Communication is all about processing information. By definition, communication is a process of transferring information from one entity to another. Everytime people are in contact with a piece of communication; they process information about brands, products and their relationship with these.

Well, according to Neuroscience, everytime we process information about a concept the many bits of data that our brain receives get stored in three very different networks:


Knowledge: The concrete information associated with the object such as shape, colors, form, etc

Experience: The actions associated with that same object like how we handle it or use it, its function, etc

Emotion: The value of the object along multiple dimensions such as good/bad, disgust/satisfaction, etc

The truth is that the brain needs input from all three to form a clear representation of an object. And the same thing happens with a brand. In order to form a clear representation of a brand and/or product, consumers need input from these three networks.

This is why marketers need to understand how crucial is to ensure their brand not only looks great (knowledge), but also delivers a great experience (experience) and people have a positive association of it (emotion).

That’s how great marketing is achieved.

At least based on Neuroscience.