I have just concluded my Personal Branding class at Stanford. The students - as usual - were fantastic. I gain so much from my students at Stanford - I should PAY them for the privilege of teaching the course! Any way, one of my students ( Sonia Lopez Sanchez ), shared her project on Neuromarketing (of which) I am only vaguely aware. So I looked it up on (where else?) Wikipedia. Here's some food for thought. In a study from the group of Read Montague published in 2004 in Neuron,[9] 67 people had their brains scanned while being given the "Pepsi Challenge", a blind taste test of Coca-Cola and Pepsi. Half the subjects chose Pepsi, since Pepsi tended to produce a stronger response than Coke in their brain's ventromedial prefrontal cortex, a region thought to process feelings of reward . But when the subjects were told they were drinking Coke three-quarters said that Coke tasted better. Their brain activity had also changed. The lateral prefrontal cortex, an a