Dig Deeper

“We don’t just have one brain – we have three.”
Paul D. Maclean, Ph.D. Neuroscience

Mindcode™ believes that each of our three brains communicates in a different way and has a different appeal. This explains why some decisions are reasoned, others are felt, and others are instinctive.

• The Cortex brain (conscious) driven by logic and reason, is right in front of us.
• The Limbic brain (subconscious) is emotional and reacts according to the feelings evoked and emotional relevance.
• The Reptilian brain (unconscious) is the most primal and instinctive. It doesn’t think, it doesn’t feel, it doesn’t reason. It just acts. This is the brain that addresses survival, procreation, and the most basic needs. The Reptilian always prevails.

Any decision is influenced by the three brains.

The most enduring brands are built on the foundation where the Three Brains converge. This is the time when we start to address the three brains and how each can affect our target’s brand decisions.

The convergence of where your brand appeals in each of the three brains is where to find your Mindcode™.

Your code is the unconscious connection between the mind and your brand. Once you know your brand's code, you will discover its DNA.