Triune Brain Theory

In our complex globalized world, the art of brand-building and brand

communication is increasingly becoming as diverse (and challenging) as the many
different international markets where a brand is available.
The key to successfully conuer different markets and to be !On Code!, is to
ensure that the brand experience, brand message and brand values are aligned
(again, to be !On Code" is essential) according to the culture of the targeted
audience.
#side from culture, it is eually important to gain a deeper understanding of
how the brain functions in deciphering meanings, building values, and making buying
decisions. This is how the brain connects with brands, the neuroscience behind it$
%ne theory that perfectly captures this is Paul MacLeans Triune Brain (Three
Brain) Theory, where the brain is divided into three distinctively different parts and
how information is processed, meanings digested, and understanding built. &ere's a
look at this theory and how it relates to brand building.
Paul MacLean (()(* + ,--.), the former director of the /aboratory of the
0rain and 0ehavior at the 1nited 2tates3ational Institute of 4ental &ealth,
developed a model of the brain based on its evolutionary development. It is referred
to as the !triune brain theory" because 4ac/ean suggests that the human brain is
actually three brains in one. 5ach of the layers or !brains" were established
successively in response to evolutionary need. The three layers are the reptilian
system, or R-comle!, The Limbic "ystem, and The #eocorte!. 5ach layer is
geared toward separate functions of the brain, but all three layers interact
substantially.
The Retilian Comle!
The R-comle! consists of the brain stem and the cerebellum. Its purpose is
closely related to actual physical survival and maintenance of the body. The
cerebellum orchestrates movement. 6igestion, reproduction, circulation, breathing,
and the execution of the fight or flight response in stress are all housed in the
brain stem. 0ecause the reptilian brain is primarily concerned with physical survival,
the behaviors it governs have much in common with the survival behaviors of
animals. It plays a crucial role in establishing home territory, reroduction and
social dominance. The overriding characteristics of 78complex behaviors are that
they are automatic, have a ritualistic uality, and are highly resistant to change.
The Limbic "ystem
The Limbic "ystem, the second brain to evolve, houses the primary centers
of emotion. It includes the amygdala, which is important in the association of events
with emotion, and the hippocampus, which is active in converting information into
long term memory and in memory recall. 7epeated use of specialized nerve
networks in the hippocampus enhances memory storage, so this structure is
involved in learning from both commonplace experiences and deliberate study.
&owever, it is not necessary to retain every bit of information one learns. 2ome
neuroscientists believe that the hippocampus helps select which memories are
stored, perhaps by attaching an !emotion marker" to some events so that they are
likely to be recalled. The amygdala comes into play in situations that arouse feelings
such as fear, pity, anger, or outrage. 6amage to the amygdala can abolish an
emotion8charged memory. 0ecause the limbic system links emotions with behavior,
it serves to inhibit the 78complex and its preference for ritualistic, habitual ways of
responding.
The Limbic "ystem is also involved in primal activities related to food and
sex, particularly having to do with our sense of smell and bonding needs, and
activities related to expression and mediation of emotions and feelings, including
emotions linked to attachment. These protective, loving feelings become increasingly
complex as the limbic system and the neocortex link up.
The #eocorte!
#lso called the Cerebral Corte!, the #eocorte! constitutes five8sixths of the
human brain. It is the outer portion of our brain, and is approximately the size of a
newspaper page crumpled together. The #eocorte! makes language, including
speech and writing possible. It renders logical and formal operational thinking
possible and allows us to see ahead and plan for the future. The #eocorte! also
contains two specialized regions, one dedicated to voluntary movement and one to
processing sensory information.