Neuromarketing Superbrands are the New Religion

Apple; Taking Over Your Religion

So it seems we have some evidence to suggest that the superbrands of today have managed to harness the area of the brain we use to process religion, to promote their brands. I guess it’s how they got to be superbrands in the first place – they’re doing something right.

OR are they?

Using faith triggers is surely along the grey lines of subliminal advertising.


“A recent BBC TV documentary, Secrets of the Superbrands, featured Apple superfan Alex Brooks, who underwent an MRI scan so that neuroscientists could examine his brain’s reaction to images of Apple products. The scan revealed that there were big differences in the way his brain reacted to Apple products compared to non-Apple products. It also appears that:

The Apple products are triggering the same bits of [Brooks’] brain as religious imagery triggers in a person of faith.

The neuroscientists go on to suggest that the technology megabrands have harnessed a way to impact people’s lives and exploit the areas of the brain that have evolved to process religion.”

Apple fans are truly fanatic about the Apple product suite and brand. Just play devil’s advocate and stir a few supporters up about one of the (several) flaws on the products, and watch this unfold itself in a nice and self explanitory fashion. Could this be party why?

I’ve worked in the advertising arena in several capacities, and as an advertiser, it’s easy to get carried away with the hype you can possibly create. These superbrands have a responsibility to remove the cult element of their brands if they become irrational to the point of fanatacism… yet it could be argued that this is merely a measure of advertising success.

So what can we do? Well, very little it seems, apart from be aware of the hype and when you are investing in these brands, do some logical research before you take the plunge. The brands will continue to advertise, and neuromarketing is simply becoming another tool to get to the masses.


Alex Riley thinks he’s immune to brands. When it comes to fashion, technology and food brands he just goes for the cheapest and what works for him. He’s convinced he’s not seduced by the advertising, celebrity endorsements and hype which surrounds the big global brands. So how did that pair of Adidas trainers get in his wardrobe? And how did that can of Heinz Baked Beans make it into his shopping trolley? And why does he have a Nokia mobile phone in his pocket rather than any other make?
With the help of marketeers, brain scientists and exclusive access to the world of the superbrands Alex sets out to find out why we buy them, trust them, even idolise them.

Tags: , , , , , , , , ,

Categories: Beliefs, Morals, Business, People, Science, Technology


Digital and Comms nerd working in an INGO. PhD researcher (technology / gender / International development / fragile and conflict affected states / South Sudan). Bibliophile. Writer. Musician. Views my own.

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  1. Atei non atei - Pagina 21 - Politica in Rete Forum - December 3, 2011

    […] Politicainrete Politicainrete Politicainrete Politicainrete Politicainrete Politicainrete Neuromarketing Superbrands are the New Religion | Intentious […]

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