the brain is not a soap

The human believes as a general rule to make rational decisions, however, from neuroscience we know that almost 100 % of our thoughts and actions are controlled by our subconscious mind. Strong brands act on the subconscious. They are deeply rooted in our brains and have a fascinating effect on us. Neuroscience, behavioral economics and social psychology, which merged is the so-called Neuromarketing, help to give evidence of the impact of brands.

The application of Neuromarketing helps designers to develop a strategic approach and to support the identity of the customer perfectly. My master thesis, the brain is not a soap, is intended to provide information on how neuroscience principles can be beneficial and how to help brands secure a permanent front row seat in the stakeholder’s mind.