Branding’s Most Important Technology

The new AI is coming… Extended or Augmented Intelligence: the sum of natural and artificial intelligence. Combined they are powerful.

Can we say that the brain, the most important organ of the human being has found in Artificial Intelligence a rival capable of making it irrelevant?

Or are we facing a historic opportunity to expand the capabilities of the brain by having a second, artificial, brain?

World Brain Week is being celebrated from March 13 to 19. And this tool, the most powerful tool that ever existed, is at a crossroads: will it become even more powerful with AI, or will it become lazier, slower and disconnected?

At TOTEM Branding we firmly believe that the challenge lies in discovering the meeting point between the unparalleled creativity of the human brain and the revolution that AI represents.

The human brain plays a fundamental role in the relationship between brands and consumers, and understanding it is essential for successful branding. From the initial perception of a brand to the formation of emotional associations and purchase decisions, the brain is constantly involved at every stage of the process.

First, the human brain is highly receptive to visual stimuli, making the design of a brand’s logo, colors and visual identity critical to brand recognition and recall. Research has shown that colors and shapes can evoke emotional responses and subconscious associations in the brain, which can influence brand perception and consumer purchasing decisions.

In addition, the human brain is especially sensitive to stories and narratives. Brands that can tell a compelling and emotional story are more likely to connect with consumers on a deeper level and build lasting relationships. This is because stories activate areas of the brain related to empathy and understanding, which facilitates emotional identification and engagement with the brand.

The human brain is constantly searching for meaning and coherence in its environment.

Brands that can clearly articulate their purpose, values and narrative are more likely to resonate with consumers and build a strong and consistent brand identity.

There is no machine more powerful than the human brain and we know that understanding how the brain processes information, forms associations and makes decisions can help brands develop more effective and human branding strategies that connect emotionally with their audience and generate positive business results.