18/07/2012 Marcos Figueira

Take note of recent strides in understanding how our brains control sleep, learning, memory and other functions, and–even more important–how we can improve these faculties.Improved brain imaging has opened windows into how we learn, remember, recover and rest.

Coupled with new insights into the genetic underpinnings of brain development as well as new products in neuropharmacology–brain drugs–it is a revolution in brain management.

Before long, staying awake for extended periods while effortlessly learning new material and remembering large chunks of information may seem normal for entrepreneurs and their employees.

Neuromarketing, which aims to craft marketing efforts that overcome obstacles and exploit loopholes built into our brains.

What may have been missed, though, is the fact leading edge of a new wave of drugs and supplements that do far more than lift blue moods. They actually improve memory, ease learning and banish sleep.

Neuroscientists use MRIs and related scanning technologies to discern areas of activity in the brains of people doing such things as recalling recent memories.

That reveals how specific brain structures are used in different tasks. And neuromarketing, while doubtless containing some hype, may well be the revolution its proponents promise.

Marcos Figueira é sócio do Wyse Group, Brasil (wyse.com.br) e professor da FGV (Fundação Getúlio Vargas) nas áreas de Marketing, Marketing Digital, E-Commerce, Negócios Online, Planejamento Estratégico, etc.