Memory pathway and brand awareness

Understanding how memories are built and stored in the human's brain is the key factor to reach brand awareness.

From sensory memory to working memory

The five senses of a human body are constantly screening the environment and gathering an average of 11 millions bits of information every second (4.95GB by hour). Most of theses sensory memories will be throw away by the thalamus (the router or processing sensor of the brain) and will not reach the working memory (also called as the short-term memory) located in the Pre-frontal cortex. Indeed, the working memory is like the ram of a computer. It limited to 7 slots (+ or - 2) in which items can be stored and represent somehow the bottleneck of the information flow inside the brain. The way the brain sends information to the working memory is trough a process called "selective attention". Indeed, in his environment the human brain will more or less focus his attention on different part of the reality and ignore the rest of the information. (e.i: if you read a book, you might not take care of the smell from the kitchen or what your friend are talking about in the next room).

The role of dopamine

It has been proven that the selective attention is triggered by the release of a neuro-transmitter into the brain circuit: the dopamine. The dopamine is also the hormone of novelty and is proportionally released according to the expected rewards we can obtain from a situation (knowing the end of a book, eating, learning, reaching its goal...). Finally, the dopamine also stimulate the part of the brain creating our emotion: the amygdala.

Amygdala and long-term memory

Long-term memory storage is achieved during the sleeping consolidation process. The short term memories information packets are first indexed by the hippocampus (such as a search engine for the internet) before being spread into the different part of the cortex to form your knowledge and deep memories. While dopamine plays the role of selecting sensory information in order to transmit it to the working memory, the amygdala seems to play a similar role for the long term memory: the more it is stimulated, the more emotion is generated and the more likely it is that the information will be transmitted in long-term memory.

Understanding neuro-science to reach brand awareness.

As far as brand awareness is concerned, the information / content you spread to your audience needs to smoothly go through that process. Understanding the memory pathway is the key to brand Awareness. And to summarize our point, never forget, people don't buy product, they buy the emotion associated with the product's purchase. It is empirically proven by neuro-science that every branding project should start with a strong neuro-strategy to release dopamine in the brains of your customers and stimulate as much as possible the amygdala.
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