Looking for scientifically proven ways to give your brands a boost through stronger written and visual communications, either online or in good-old brick and mortar stores?

People get exposed to hundreds or even thousands of products, services, and marketing messages every single day. To prevent ourselves from engaging with all this temptation, our brain exercises self-control and limits our engagement with what’s in front of us.

A deeper understanding of how the human brain processes all this information can give you a powerful edge over competition. It will help you strengthen your brand communications in a way that will lower people’s inhibition, increases their value perceptions, and ultimately drives their behavior in favorable ways.

  • Neurological research from SKIM, in collaboration with the University of Amsterdam, shows how strong and weak brand communications are processed differently by the human brain.
  • Strong comms with lower psychological distance, reduce activity in the area of the brain that manages inhibition, while increasing activity in the region linked to perceived value. 

A brand’s success is ultimately driven by its ability to win the battle of choice among their potential customer bases. To win this battle, knowing how you can adjust your messages and visuals to the way they are processed by the human brain is key.   

In this masterclass series, our global SVP of Brand Communication, Paul Janssen, will take you through the basics of SKIM’s Psychological Distance framework, and demonstrate through neuroscientific proof why this framework is so impactful in shaping people’s behavior.

Date: Thu, 18 November 2021
Time: 10:00 CET / 17:00 SGT

Click here to sign up for the alternative session time.


Paul Janssen
SVP Brand Communication,

What you'll learn: 

  • How a deep understanding how the human brain works and applying it to optimize your messages and visuals can give your brand an important edge over competition.
  • A refresher on Psychological Distance Theory, including behavioral proof from the implementation on a leading e-commerce platform.
  • The results of a fMRI study that demonstrates how the brain processes high and low distance stimuli in different ways, shedding more light on why Psychological Distance theory works