Despite our continued homage to the almighty 30–second spot and the much heralded promise of the virtual and digital realm, as Marvin Gaye sang in his 1968 hit "Ain't nothing like the real thing."
The greatest irony in advertising is that despite continued heavy media investments, branding doesn't simply occur by staring at the TV or surfing the web. It happens best in the tangible interactions of authentic human experiences.
That's because our brains exist for movement. As neuroscientist Daniel Wolpert states: "I would argue that we have a brain for one reason and one reason only. And that's to produce adaptable and complex movement…Things like sensory, memory and cognitive processes are all important, but they are only important to drive movement."
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