In the latest episode of his “Marketing Today” podcast, Alan Hart talked with Michael Platt, the James S. Riepe University Professor at Penn. He also holds three professorships there: in marketing at the Wharton School; in neuroscience at the Perelman School of Medicine; and in psychology at the university’s School of Arts and Sciences. In addition, he is the director of the Wharton Neuroscience Initiative.

In the course of their discussion, Platt talks at length about an article he co-authored with Leslie Zane, “Cracking the Code on Brand Growth,” as well as a yet-to-be-published study regarding people’s feelings about and affinities for their smartphones and how that relates to brand choice and loyalty.

And he also touched on the ways neuroscience can impact marketing and advertising. “You can create a better, stronger brand by creating a richer, denser, more interesting, more positive set of connections within the brain,” says Platt.

You can hear Alan’s entire conversation with Michael Platt here on MediaPost.