'And Now for Something Completely Different' Current thinking About the Brain Means we Need to Change the Way Brands are Researched

SUMMARY This paper will, we hope, dispel a number of 20th Century myths about brands. It will dispel the myth that brand purchase decisions are based on reason, and that consumers depend in some way on the plethora of information we feed them about brands. It will dispel the myth that advertising is merely a weak force, and show that advertising can often exert a very strong influence on purchase behaviour, Along the way it will also show how...