At SXSW 2012, in Austin, TX, beyond panels and solo talks and forums and Meet Ups and blogger lounge interviews, lies a world of possibility to actually connect with people who might literally blow you away. Take David Eagleman for example. Eagleman runs the Eagleman Laboratory for Perception and Action and this is the mission: “The long range goal of our lab is to understand how the brain constructs perception, how different brains do so differently, and how this matters for society. To that end, our three main prongs involve time perception, synesthesia, and neurolaw.” What did he just say? Ok, it may be a little above our heads, but not that much. One of the things he is focusing on is how the part of the brain that assesses and perceives other humans perceives and sizes up brands. “It’s almost the same,” says Eagleman. What does that bode for brands and their creation/adoption of a persona and development of a voice? The more human, personable and engaging you are the better chance you will connect with customers, who will then become an advocate/ambassador for you. Keeping it real is great: keeping it human is even better!