The political brand thought from the perspective brain
Political decision-making part 6
The political brand is thus also a so-called "seller". Colloquially, brands are usually associated only with marketing and advertising. However, the latter only make up a small part if one thinks of the brand model holistically and from the perspective of the human brain.
A brand is already created with the beginning of the existence of a party or an initiative or a social concept - completely without advertising and brand communication. Our brain experiences the created brand through the sensory organs. From what we see, read, hear, feel, smell and taste, our brain forms a brand image quite automatically. As a rule, we have no conscious influence on this.
Even if we have very little information, our gray cells make us believe that it is enough and a seemingly complex brand image determines our thoughts and actions. Our subconscious probably compares the information with comparable stored memory contents and sometimes draws inadmissible conclusions. Memory researchers speak of cognitive availability. In other words, what our memory currently makes available to us in connection with the reality we are currently perceiving influences our decision to a decisive degree.
Even if we only see a logo or remember a face of a likeable or unlikeable person or a voice that seems familiar to us or an accurately dressed representative of a party, our brain deduces a complex image with brand values and everything that goes with it from the available information. This information, which leads to this, is usually not consciously retrievable and therefore cannot be generated by a study using questionnaires.
But people, states and social systems are also brands in this sense. Our brain processes in each case our sense perceptions and decides what makes sense for our life, whereby the sense question follows in the fewest cases a conscious answer. This also means that the factors, what type of person am I, where and how do I live and which values are decisive for me as a matter of priority, are very closely connected with the question of meaning, if not the all-decisive ones.
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