Forget the New Romantics, below, it's neuro scientists that have Sneak worried. According to experts on BBC’s Start the Week radio programme, several manufacturers including carmaker BMW and fizzy drink purveyor Coca Cola have set up so-called neuromarketing laboratories. Leading neuroscientist professor Steven Rose said these companies want to know how the brain managers information about brands and, in particular, how your grey matter stores the fact that you prefer Pepsi to Coke. Presumably so that they can set about editing that register. And if BMW is doing it, you can bet your bonus that Microsoft, Sun, Dell, IBM and the rest are at least steering their fingers towards such pies. Be warned. You can listen to a recording of the show at the BBC's site.

30 Jan 2006