This document discusses research on a new technology that can recreate movies of what the brain sees based on functional magnetic resonance imaging (fMRI) and computational models. An fMRI measures brain activity through detecting blood flow changes. The technology "paves the way for reproducing the movies inside your heads that no one else sees, like dreams and memories." The document then discusses the naming and branding of a potential product or service based on this technology called "DreamPlay." It explores developing a playful logotype and social media presence on Facebook to build an online community for the brand.

1. Movie Reproduction of the Mind Mernielyn Deeds
FA102a, Research and Brand Development

2. Assignment One, Research
“How To Make Movies Of What The Brain
Sees”
http://www.kurzweilai.net/how-to-make-movies-of-the-brains-thoughts

3. Assignment One, Research
-Reproduction made using functional
Magnetic Resonance Imaging (fMRI) and
computational models
http://www.kurzweilai.net/how-to-make-movies-of-the-brains-thoughts

4. Assignment One, Research
-An fMRI is a technique that measures
brain activity by detecting changes in
blood flow
http://psychcentral.com/lib/2007/what-is-functional-magnetic-
resonance-imaging-fmri/

5. Assignment One, Research
-”It paves the way for reproducing the
movies inside your heads that no one
else sees, like dreams and memories.”
http://www.dailymail.co.uk/sciencetech/article-2040599/Minds-eye-Experts-use-magnetic-scanner-
videos-playing-inside-peoples-brains.html

6. Assignment One, Description of Future
Product or Service
Movie Reproduction of the Mind

7. Assignment Two, Naming Process
1. Selected Words: mind, read, brain, movie, reproduce, dreams, memories, window
2.Generated Names:
DreamMindr (created by combining dream and mind; sounds like reminder)
iDRM (created by using acronym for Dream Recorded Movie)
DreamPlay (created combining dream and play)
“DreamPlay”
3. Justification:
Literally suggests what the product does ("it replays dreams"), and the words are both visually
appealing and easy to play around with (good for puns). Easy to say and remember. Would
encourage interest, purchase, and usage.

8. Assignment Two, Brand Character Diagram
Character/Persona Tone
Playful Insightful Honest Easy
Inspiring Friendly Virtual Direct
DreamPlay
Language Purpose
Fun Insider Entertain Remind
Visual Whimsical Inform Read

9. Assignment Three, Logotype Research, Playful
Playful

10. Assignment Three, Logotype Research
http://www.skype.com
http://www.youtube.com
http://www.nick.com

11. Assignment Three, Finished Logotype

12. Assignment Four, Social Media Branding,
Research
Spotify:
http://www.facebook.com/spotifyusa
Herbalife:
http://www.facebook.com/Herbalife
Kindle Fire:
http://www.facebook.com/KindleFire

13. Assignment Four, Social Media Branding,
Creating Community
Method: Shared the page to a selected few of my facebook
friends by sending them the link and a message asking them to
”like” and comment on it.

14. Assignment Four, Social Media Branding,
Facebook Pages

15. Assignment Four, Social Media Branding,
Facebook Pages

16. Assignment Four, Social Media Branding,
Facebook Pages