'It is what every advertiser would have dreamed of - brand names have a unique impact on our brains. Brand names engage the "emotional", right-hand side of the brain more than other words, new experiments suggest. And they are more easily recognised when they are in capital letters.' More such gyan on how brand names affect our brains can be found in the rest of this quite old, but immensely fascinating, article from the New Scientist. Obviously, this business of naming is a lot more serious than some of us would like to believe. So the next time you ask us to come up with a brand name, think of what it does to your brain. Not pocket. (Image courtesy)
