According to a study presented by the Radiological Society of North America, strong product association creates more brain excitement than weak ones-- even in industries perceived as dull, like insurance. So, don't despair if you're not Starbucks or Southwest. You can still be sexy to a brain.

What I found equally interesting about the study, is that unknown brands also register on the brain scan-- in the part of the brain associated with negative emotions.

So, unfortunately, if you're a nobody- the brain doesn't perceive you as neutral, it registers as a negative.

Before you scoff, while this isn't the most important study of the conference, it is reassuring to know that in an industry screaming for metrics, we can do our focus groups at the radiologist's office.

What's next BRANDEbrains?