Michael Schermer has been unsentimental (to put it mildly) about how and why people believe. (He is also author of, among several other books, Why People Believe Weird Things: Pseudoscience, Superstition, and Other Confusions of Our Time (Holt, 2002).) But maybe some dispassionate neuroscience will help the marketing world accept more of the perspective offered by Schermer and his compatriots at The Skeptics Society.
More PR people (communicators, marketers) need to reject definitively the "blank slate" supposition about their audiences (which is so often the default position). Gord Hotchkiss's blog post gives a taste of the sophisticated analyses and insights that are now possible, and how brands, and how we use them, are more subtle, and differently powerful, than even we communications pros had generally acknowledged.