Intermingling concepts

Our brains are wired for efficiency. They take pieces of information from our past and project them onto new things we're learning about and exposed to.

The "neuro" in neuromarketing is tapping into the medial temporal lobe where deep memories reside, to awaken needs, measure engagement, affect behavior and drive consumers to hit the "buy" button.

Neurobranding on the other hand is to appeal to the part of the brain where creation happens, forming new synapses (neurotransmitter) by adding insight to the cumulated pieces of information, in order to cultivate new concepts and rewrite behavior.
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