This series of five essays is part of the development process for my upcoming book, *Brilliant: The Art and Science of Radiant Brands*. Drawing on three decades of real-world experience working with hundreds of brands, I blend practical insights, the latest science, and the enduring metaphor of the gemstone to reveal what truly makes brands shine. Each essay explores a foundational concept from the book, offering both strategic depth and actionable inspiration. I invite you to follow along as we shape and polish the ideas at the heart of *Brilliant*.
Why DO our Brains Seek and Remember What’s Brilliant?
We are instinctually drawn to what is brilliant. This isn’t a recent phenomenon—ancient humans survived by noticing what shimmered in their world: the color of ripe fruit, the glint of distant water, the shine of stars in the night sky. Brilliant things weren’t just beautiful; they were essential to life. Our brains evolved to spot what stands out, what catches the light, what signals something extraordinary.
But “brilliant” isn’t limited to what we see. At its core, recognizing something brilliant is a multi-sensory experience—it makes us stop, feel, and remember. A brilliant idea can strike like lightning, sparking clarity or inspiration.
- A brilliant flavor surprises the tongue, creating a memory far beyond the meal.
- The resonance of a brilliant melody vibrates through the body, evoking emotion that words alone cannot reach.
- A single scent—the cut grass of summer, sharp citrus, or the comfort of baking bread—can transport us, shaping mood and memory.
- Touch, too: the heft of a well-crafted tool, the buttery smoothness of fabric, the cool precision of glass or stone.
Whether it’s the sound of a masterfully tuned engine, the click of a perfectly engineered latch, or the texture of a well-designed package in your hand, brilliant experiences are felt as much as they are understood.
What’s remarkable is that this ancient instinct remains alive within us. When we encounter something truly brilliant—a product, a story, a taste, a sound—our bodies and minds respond in unison. There’s a spark, a recognition that this is special and worth remembering. Even in the digital age, a truly brilliant encounter—a product that delights, a story that cuts through the noise, a taste or sound or touch that lingers—triggers the same deep response as it did for our ancestors. We notice. We are moved.
That is the power of being brilliant in branding: not just to be seen, but to be sensed, remembered, and trusted. In a world overwhelmed by distraction, the truly brilliant illuminates, guides, and endures—across every channel, every experience, and every sense. Brilliant brands don’t limit themselves to visual sparkle. They engage all the senses, inviting us to listen, taste, touch, and inhale. They create moments that linger long after the encounter.
If we want to craft brands and experiences that stand out, inspire, and endure, we must begin by understanding this fundamental aspect of human nature. By tapping into the ways people instinctively respond to the brilliant—how our senses are engaged, how emotion and memory are sparked—we lay the foundation for building brands that are not only noticed, but truly unforgettable.
This is the art and science of making meaning that lasts, and the foundation for developing radiant brands.
Survival by Spotlight: How Brilliance Shaped Human Evolution
Our craving for what is brilliant is not just poetic—it’s biological. For millions of years, our ancestors’ ability to survive depended on noticing what stood out. The change in the color of clouds could warn of coming storms. The unusual color of a mushroom might signal caution or a rare delicacy. The flash of a predator’s eyes in the darkness could mean immediate danger. Evolution favored those who could quickly spot what caught the light, what seemed exceptional, what promised reward.
This ancient instinct is hardwired into our brains and bodies. Modern neuroscience reveals that we are still primed to notice the extraordinary. When we encounter something brilliant—whether a flash of color, a novel idea, or a perfectly tuned chord—our brains light up. The reward centers fire, releasing dopamine, the neurotransmitter of pleasure and motivation. Our attention sharpens, and memory circuits engage, making us more likely to remember and seek out that experience again.
Scientific studies in cognitive neuroscience have demonstrated that memory and recognition are fundamental not only to learning, but to our very survival. Research has shown that emotionally vivid and striking experiences are more likely to be encoded and retained in the brain. For example, studies using brain imaging techniques have highlighted the pivotal role of the hippocampus in forming new memories and the prefrontal cortex in recognizing, evaluating, and acting on novel information. This neural machinery—evolved to help us quickly recognize what matters, remember it, and learn from it—has been essential throughout human history.
The brain is a multi-sensory pattern detector. This isn’t limited to sight. Novelty, contrast, and harmony in sound, taste, scent, or touch can all spark the same response: a surge of interest, a moment of delight, a lasting impression. Neuroscience reviews have confirmed that emotionally charged, context-rich experiences activate broader neural networks, making them not only more memorable but also more likely to influence behavior and preference.
In other words, our attraction to the brilliant is both ancient and universal. It’s why, even in a world flooded with information and distraction, we instinctively give our attention to what shines—what feels extraordinary, rewarding, or meaningful. Brands that understand and tap into this evolutionary and neurological wiring have a powerful advantage: they don’t just get noticed, they are remembered, desired, and trusted.
The Science Behind Brilliant Brands
While intuition tells us that the most unforgettable brands engage our senses and emotions, modern neuroscience offers concrete evidence for why this works so powerfully. Over the past two decades, researchers across the world have mapped out the brain’s remarkable ability to process, integrate, and remember multi-sensory experiences—shedding light on how brands can create lasting impact.
This section offers just a brief glimpse into a much larger body of scientific work. The studies highlighted here are only a handful of hundreds that demonstrate how sensory cues—whether visual, auditory, tactile, olfactory, or a combination—can shape perception, memory, and emotional connection. These examples are not meant to represent the entirety of the field, but to illustrate the kinds of insights that are transforming our understanding of why brilliant brands endure.
Multi-Sensory Experiences
Our brains are built not just to receive information, but to weave together the sights, sounds, smells, textures, and tastes of our world into lasting meaning. When brands activate multiple senses at once, they activate broader and more intense neural networks, making experiences richer and more memorable
Study Abstract:
Quintero, Shams & Kamal (2022), Changing the Tendency to Integrate the Senses
This review examines how our brains decide whether to combine sensory signals—like sights and sounds—into a unified experience. The authors discuss the concept of “binding tendency,” which is the learned or acquired expectation that certain sensory cues belong together and should be integrated. Their analysis shows that this tendency is not fixed: it can be shaped by experience, statistical learning, and top-down knowledge, with exposure to congruent or incongruent sensory pairings adjusting how likely the brain is to integrate future signals. The review highlights the plasticity of multisensory integration, the mechanisms by which binding tendency can change, and the potential for targeted training or environmental design to enhance or recalibrate how the brain connects different senses. These insights have important implications for designing more immersive, memorable brand experiences and for developing therapies for individuals with deficits in multisensory processing.
Brain Reward Systems
Our brains are primed to seek out novelty and reward. When something surprises us or feels rewarding—a new flavor, a clever design, a scent that triggers nostalgia—our brain’s reward circuits release dopamine, sharpening our attention and making us more likely to remember and seek out that brand again.
Study Abstract:
Grill-Spector et al. (2018), The functional neuroanatomy of face perception: from brain measurements to deep neural networks
This review explores how the human brain rapidly and robustly perceives and recognizes complex visual information, such as faces, through hierarchical processing in the ventral visual stream. Recent advances in neuroscience and computational modeling reveal that the ventral face network is functionally organized and reliably structured across individuals, enabling efficient extraction of features that are critical for recognition and reward. The review discusses how specific neural features—such as population receptive fields, hierarchical feed-forward architecture, and experience-dependent tuning—support the brain’s ability to detect patterns, assign value, and reinforce behaviors tied to visual rewards. By comparing the brain’s architecture with deep neural networks, the authors highlight the importance of both bottom-up sensory input and top-down modulation in shaping perception, attention, and memory. These insights help explain why consistent, novel, and emotionally resonant visual patterns—like those used by effective brands—are especially memorable and rewarding to the human mind.
Pattern, Clarity, and Emotional “Stickiness”
The most effective brands know that our brains crave patterns and clarity. A consistent look, feel, and sound—repeated across touchpoints—makes a brand easier to recognize and recall. And emotional resonance acts as memory’s glue: when a brand evokes joy, comfort, aspiration, or even surprise, the association sticks, outlasting facts and features.
Study Abstract:
Albouy, Martinez-Moreno, Hoyer, Zatorre, Baillet (2022), Supramodality of neural entrainment
This study investigated how rhythmic patterns in one sense (vision) can shape brain activity and performance in another (audition). Using rhythmic visual stimulation and brain imaging, the researchers found that presenting visual patterns at a specific rhythm (theta frequency) not only entrained activity in frontoparietal brain networks—but also causally enhanced auditory working memory performance. The results show that our brains can transfer rhythmic patterns across sensory systems, boosting clarity, attention, and memory through coordinated neural oscillations. These findings reveal a biological basis for why repeated, consistent patterns—whether in branding, music, or design—make information more memorable and emotionally “sticky.”
The Power of Subtle Cues
Even the subtlest sensory details—a whiff of perfume, the faint aroma of fresh bread, or the unique scent of new leather—can become a potent part of a brand’s identity. Neuroscience reveals that olfactory signals have a direct line to the brain’s emotion and memory centers, forging instant and often subconscious associations. For brands, leveraging scent is a way to connect on a level that words and visuals alone cannot reach.
Study Abstract:
Howard & Gottfried (2014), Configural and Elemental Coding of Natural Odor Mixture Components in the Human Brain
This study investigated how the human brain represents complex, real-world odors—like those found in food—which are made up of multiple molecular components. Using functional MRI and a sensory-specific satiety paradigm, the researchers found that the piriform cortex encodes holistic, configural representations of whole odors, while the amygdala and orbitofrontal cortex support elemental coding of individual components. The results show that our brains can flexibly engage both configural and elemental strategies, allowing us to perceive some scents as unified objects and others as the sum of their parts. These findings highlight the nuanced power of olfactory cues in shaping memory, emotion, and behavior—insights that brands can leverage by crafting signature scents that leave lasting, subconscious impressions.
Touch, Texture, and the Memory of Experience
The physical sensation of a product—the way packaging feels in your hand, the texture of a label, the satisfying snap of a lid—can leave a deep sensory trace, shaping our perception and memory of a brand. Touch is not just about utility; it is a powerful channel for emotional engagement and differentiation.
Study Abstract:
Long, K.H., Lieber, J.D., & Bensmaia, S.J. (2022), Nature Communications
This study investigated how the brain encodes the texture of surfaces through touch, focusing on the precise timing of neural activity in primate somatosensory cortex. By scanning a wide variety of textures across the fingertips of macaques and recording neural responses, the researchers found that texture identity is carried not only by the overall firing rate of cortical neurons but—critically—by highly repeatable, millisecond-precise temporal patterns of spikes. These temporal codes, inherited from peripheral nerve inputs, allow the brain to distinguish textures with remarkable accuracy—even after eliminating rate-based information. The study also showed that the combination of spike timing and firing rate provides the richest information about texture, and that these neural codes closely track human perception of textural differences. These findings reveal that temporal spiking patterns in cortex are fundamental to how we perceive texture through touch.
Brands that intentionally design for novelty, clarity, emotional resonance, and especially multi-sensory engagement are far more likely to break through the noise, be remembered, and inspire enduring loyalty. The science is clear: when you create experiences that let people see, hear, touch, and even smell your brand, you’re not just being flashy—you’re working with the grain of human biology and memory itself.
The Gemstone Metaphor: A New Vocabulary for Brilliance
If science explains why brilliance captivates us, the metaphor of the gemstone illuminates how brands can be discovered, shaped, and revealed to their fullest potential. Like the most precious jewels, a brand’s true value often lies hidden beneath the surface, waiting for the right eyes—and the right process—to bring it to light.
Unearthing the Hidden Gem: The Art of Discovery
Consider the ancient art of truffle hunting. Truffles, those rare and coveted delicacies, grow underground, invisible to the casual observer. It takes a trained nose and a keen sense of where to look—often relying on specially trained dogs or pigs—to find these treasures lurking beneath the soil. The thrill of truffle hunting is not just in the find, but in the discovery—the sense that something extraordinary was there all along, quietly gathering its unique flavor.
In branding, this is the essence of the discovery phase. Every organization, no matter how ordinary it appears, has its own “truffles”—authentic strengths, values, stories, or capabilities that are hidden from view. The process of brand discovery is about digging beneath the obvious, tuning your senses to what others overlook, and surfacing the raw material that, with care, can become something truly brilliant.
From Rough Stone to Radiant Gem
Once a gemstone is unearthed, its promise is still locked within a rough, unremarkable exterior. The transformation into a radiant jewel requires a series of intentional, artful steps—each with its own role in preserving and revealing the stone’s unique potential.
Marking: Strategic Vision for Brilliance
Before a single cut is made, a master gem cutter must study the stone, searching for its natural lines, internal flaws, and hidden colors. With deep expertise, they “mark” the gemstone—mapping out where the facets will go, planning the angles and edges that will best reflect the light and maximize the gem’s inherent beauty. This planning is a delicate dance: it seeks to preserve as much of the raw material as possible while positioning each facet to amplify the stone’s brilliance. The marks are not arbitrary—they are a blueprint, a strategic vision that honors both the stone’s strengths and its unique limitations.
Cutting: The Craft of Realization
With the marks as a guide, the craftsman begins the careful, skilled work of cutting. Every cut is made with intention, following the plan, responding to the stone’s quirks and surprises. It’s a process that demands patience, precision, and respect for the material. A single misstep can dull the result or waste what could have been brilliant. But when done well, each facet catches and reflects the light, revealing depths and colors that were invisible in the rough.
The end result is not just a polished stone, but a unique gem that radiates its own kind of beauty. Each type of gemstone—diamond, emerald, sapphire, opal—has its own properties, its own way of interacting with light, its own signature brilliance. Likewise, every brand, when discovered and shaped with care, shines in a way that is true to its nature. There is no “one size fits all” brilliance; what matters is honoring what is most authentic and distinctive within.
The Gemstone Approach in Branding
The gemstone metaphor reminds us that brilliance is never accidental. It’s the product of discovery, vision, and expert craft—of finding what makes an organization truly special, mapping out how to reveal it, and shaping every facet with care. When honored in practice, this process means a brand doesn’t just catch attention; it radiates meaning and value that endures
Facets: Windows That Reveal Brilliance
In gemstones, facets are precisely cut surfaces that act as windows into the stone’s heart—inviting light to enter, bounce, and be reflected back in dazzling ways. The number, shape, and arrangement of these facets determine how much of the gem’s inner brilliance can be revealed to the world.
• Branding: Facets are the visible touchpoints that let audiences see and experience what’s truly inside. Each facet is a window—your website, product packaging, sales collateral, merchandising displays, social media, advertising, even the design of a retail space or the tone of a customer service call. These outward expressions allow the inner qualities—purpose, values, culture, and story—to shine through. Just as a gemstone’s facets must be thoughtfully cut and polished to reveal its best light, a brand’s touchpoints must be intentionally designed and aligned to let its unique brilliance be seen and felt by all.
•Neuroscience: Our brains are wired to notice and remember multi-faceted, multi-sensory experiences. When a brand’s essence is expressed across many visible touchpoints, it activates a broader range of neural pathways, making the experience richer, more memorable, and more emotionally resonant. In this way, each well-crafted facet becomes a portal through which the audience glimpses the true brilliance within.
Angles: The Precision of Positioning
Angles in a gemstone refer to the precise way each facet is cut and positioned—often calculated to fractions of a degree—determines how light travels through the stone, bouncing and refracting to create flashes of color and brilliance. Master gem cutters use mathematical formulas and principles like the golden ratio to set each facet at just the right angle, maximizing beauty and allure. Even the slightest miscalculation can dull a gem’s sparkle or cause brilliance to be lost.
• Branding: Angles represent the strategic choices and calibrations that define your identity and shape how your brilliance is revealed to the world. This includes your positioning, values, story, promises, and visual language—the foundational elements that work together to project a coherent, compelling identity. Just as a gem’s angles must be mathematically aligned for optimal effect, brand angles require careful, intentional alignment so that every expression—whether bold or subtle, classic or innovative—reflects the core of who you truly are. Masterful brands don’t leave this to chance: they skillfully tune their angles to shine in every context, adapting for different audiences and cultural moments while maintaining internal harmony.
• Neuroscience: Our brains have a deep affinity for precision, symmetry, and harmonious alignment—qualities that angles embody both in gems and in brands. Studies in cognitive neuroscience show that when information is arranged according to mathematical principles like the golden ratio, or when elements are carefully aligned, the brain experiences a sense of ease, pleasure, and trust. This is because our neural circuitry is tuned to recognize patterns and seek out order amidst chaos. When a brand’s positioning, story, and visuals are precisely set—when every angle is intentional—the result is a brand experience that feels both compelling and coherent, making it more likely to capture attention, create emotional resonance, and be remembered.
Radiance: The Contribution That Captivates
In gemstones, radiance is not just about surface sparkle—it’s the mesmerizing inner light that emerges when every facet and angle works in perfect harmony. This glow is the result of the stone’s unique structure interacting with light, creating an allure that is unmistakable and magnetic.
• Branding: Radiance is the sum of what you offer to the world—your products, services, and signature methodologies. It’s the tangible contribution you make: the innovations, experiences, and solutions that are uniquely yours. Radiance is the outward expression of your brand’s internal clarity and alignment, brought to life through the things you do and the value you deliver. Whether it’s an inventive product, a distinctive approach, or a remarkable service, radiance is what draws people in and gives them something to care about, desire, remember, and share.
• Neuroscience: Research shows that humans are hardwired to seek out sources of reward, meaning, and fulfillment. When a brand’s unique products, services, or methodologies meet an inner need or help us achieve a valued goal, it activates the brain’s motivational and reward circuits. This creates a powerful sense of anticipation and desire. In essence, radiance becomes the object of our longing: it sparks curiosity, fuels aspiration, and drives us to pursue, possess, and share what the brand offers. Brands that project authentic radiance don’t just capture attention—they awaken a deep, instinctive pull in their audience to connect, belong, and attain something truly meaningful.
By understanding how facets, angles, and radiance work together—both in gemstones and in brands—we gain a practical, intuitive language for creating organizations that don’t just look good, but shine with authentic, memorable brilliance.
Sidebar: Brilliance Glossary
• Brilliance: Lasting impact created by the alignment of a brand’s true strengths.
• Facet: A visible touchpoint—a window into the brand’s purpose and values.
• Angle: The precise, strategic positioning that shapes perception from any viewpoint.
• Radiance: The unique contribution a brand offers to fulfill needs and inspire desire.
Brilliant brands don’t chase light—they reveal it from within
Why Brilliant Brands Endure
In a world flooded with distractions, fleeting trends, and superficial shine, true brand brilliance stands apart. Both science and metaphor tell us that the brands we remember—and return to—are those that engage our senses, spark emotion, and reveal something authentic at their core.
Neuroscience shows that multi-sensory, emotionally resonant experiences are not just more engaging, but more memorable and meaningful. Our brains are wired to notice what shines, to search for patterns, and to hold onto the extraordinary. The brands that intentionally shape their “facets,” set their “angles,” and cultivate genuine “radiance” are tapping into this deep, universal wiring.
The gemstone metaphor reminds us that brilliance isn’t luck or surface polish—it’s the result of discovery, care, and craft. Every organization has its own hidden gems, waiting to be unearthed and skillfully shaped. When a brand honors its unique material, marks its facets with intention, and polishes every angle to reveal its true light, it doesn’t just catch our attention—it leaves a lasting imprint on memory and emotion.
Brilliant brands don’t chase trends or mimic others. They carry their own light, inviting us to see, feel, and remember. They create meaning, build trust, and inspire loyalty that endures far awaysbeyond any single campaign.
Key Takeaways
• Our brains are wired for brilliance:
We notice, remember, and value what is novel, multi-sensory, and emotionally resonant.
• Multi-sensory experiences matter:
Brands that engage sight, sound, touch, scent, and emotion create stronger, lasting connections.
• The gemstone metaphor offers a practical framework:
Facets (touchpoints), angles (positioning), and radiance (overall impact) help us understand and shape brand brilliance.
• Brilliance is crafted, not accidental:
Discovering, marking, and skillfully shaping your organization’s unique strengths is essential for lasting impact.
• Authenticity and meaning set brilliant brands apart:
Enduring brands reveal their true light and invite genuine emotional connection.
Look beneath the surface. Seek out your organization’s hidden gems. Shape, align, and reveal your brilliance with the care of a master craftsperson. The result is not just a moment in the spotlight, but a legacy of value, meaning, and radiant impact.
In the next essay, we’ll explore the anatomy of a brilliant brand in greater depth—breaking down the core elements of facets, angles, and radiance, and showing how each one maps to brand strategy, storytelling, and customer experience. Stay tuned as we move from the metaphor to the inner workings of true brand brilliance.
A Note for Readers:
This essay is part of the groundwork for my upcoming book, Brilliant: The Art and Science of Radiant Brands. As I prepare the manuscript, these ideas will serve as the foundation for a deeper exploration of what makes brands shine—blending science, metaphor, and real-world strategy. Your feedback and reflections are not only welcome, but invaluable as I shape the chapters ahead.
Did you find this article interesting? If yes, you might also enjoy our post on Branding with Archetypes or Winning the Race: Brands in the Age of Impulse.