An article in today’s Wall Street Journal reports that “according to new research examining brain reaction to commercial brands, strong product identities can create more excitement than weaker ones–even in areas generally perceived as dull, such as insurance.” Who would have thought?!?

The Journal article goes on to report that one of the biggest surprises of the study was that “under examination by MRI, brains respond just as powerfully to strong insurance brands as to strong automotive brands.” The result surprised the researcher, she said, because “cars are a status symbol. Insurance is an abstraction.”

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