OUGD602 | DBA - Brand Development & Research

Feedback from DBA suggested that the name 'cuppa' could be strengthen and a stronger conceptual approach should be taken. Taking on this feedback, further research and idea generation found inspiration in an area of the brain named the 'Insula'. This intriguing word could potentially form the brand as this area of the brain relates to nootropics and hot drinks in several ways. In effect it is the area of the brain that raises awareness to the body's state and emotion - 'The insula itself is a sort of receiving zone that reads the physiological state of the entire body and then generates subjective feelings that can bring about actions'. In effect a hot drink could be drank and the insula would response (assumingly positively). This concept could represent the products overall.

Below are some further facts found on this area of the brain - 

• the insula is the cornerstone of our overall awareness
• the insula constantly receives a heaping of information about the location and condition of our bodies, our subjective emotions, and the key features of our environment. 
• A global emotional moment is an image of ourselves at one point in time that includes all of the information that is important to us (e.g. I am happy, stimulated, yet hungry). It is the stringing together of these global emotional moments, according to Craig, that allows us to be subjectively aware of the present moment, and it all happens in the insula.
• For now, the insula’s true role remains something of a mystery.
• the insula is a long-neglected brain region that has emerged as crucial to understanding what it feels like to be human.
• They say it is the wellspring of social emotions
• It provides unprecedented insight into the anatomy of human emotions.
• The insula itself is a sort of receiving zone that reads the physiological state of the entire body and then generates subjective feelings that can bring about actions
• the insula receives information from receptors in the skin and internal organs
• defined as sensations that provoke motivations. If an animal is hot, it seeks shade. If hungry, it looks for food. If hurt, it licks the wound.

Research into hot drinks also found a study that claims holding a hot drink can make you friendlier and appear to have a warmth of character. 

'Psychologists also reckon the effect is to do with positive associations from early parental warmth and its associated nourishment; it could even be a womb thing. Hot drinks run deep.'

Although this does not directly relate to nootropics this could be the bridge to a new idea or concept.