He then sought the help of Professor Gemma Calvert of Neurosense – a research group in the UK – to see just how close to our hearts our most cherished brands are. Using MRI technology, the pair mapped a volunteer’s brain’s reactions to two different sets of images – one of his loved ones, the other of familiar brands. The results showed the same area of the brain lighting up for both sets of images – the region associated with happiness. The reactions mirrored right down to the brain area associated with facial recognition.
It’s another line under Lovemarks and the power of emotion, science affirming what the heart knows is true and market leaders build sustainable premiums on. The brands that bring us the greatest joy are like calling home, meeting a friend or turning through the pages of a photo album. In at least some way, Lovemarks are part of the family.
