Our Brains Don’t Know the Difference

Yeah, I know. It's Thursday...

But it still feels like the 58th of January. So it could might as well be a Monday.

I came across a fascinating nugget of neuroscience: our brains generate the same proteins for experiences that are purely imagined as they do for those we physically live through. This is why mindmovies, positive affirmations, and brand storytelling can be so effective. Simply visualising success—or impact—can trigger tangible changes in the brain.

In marketing terms, if you consistently paint a powerful vision of what your brand stands for, your audience’s minds start building real emotional and cognitive connections, even before they experience your product or service in person.

Are they really though?