Smoke without fire? Branding without logos?

An interesting article here about a study conducted with smokers to establish their response to branded and unbranded imagery.

http://adage.com/cmostrategy/article?article_id=132845

It seems the little grey cells (at least those with the addiction) are even more stimulated without the logo, when there is the association but without the explicit mark. That whirring at the back of your head when you recognise a single identity element sounds familiar though, doesn't it?

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