Brands that we like provoke activity in the ventromedial prefrontal cortex, which is the area where we form self-esteem and the idea of who we are. This would suggest that our favourite brands play a large role in how we see ourselves.

While color and shape are “bottom up” information, that is, it is gathered from the immediate environment; context and meaning is “top down” information added by your memory to help you understand and think about what it all means. This process uses many parts of the brain, but primarily the amygdala and orbitofrontal cortex where emotions and rewards are processed.

Branding is more important than ever.