brands and brain waves

I just read an article from yesterday's WSJ about brands with strong identities exciting brain waves more than other brands. It seemed like common sense to me at first, but then they explained that all brands with strong identities do this, whether or not they tend to excite people consciously. Example: BMW has a strong brand identity. So goes Geico. They both have a similar effect on brain waves, even though BMW is a status symbol and Geico is car insurance (something that you you think would produce stronger affect vs. an abstraction). Interesting. The study got no industry funding and is still in beginning stages (nothing conclusive yet really), but I wonder how (and if) brands will react once we know more.