There is a reason a poster of a Ferrari captured more childhood daydreams than almost any other object on earth, and it has very little to do with horsepower. It has to do with neuromarketing — the discipline of understanding what the brain and body actually do before a person ever signs a check. Ferrari is arguably the finest living case study of neuromarketing in action, and any businessperson, founder, or student serious about brand-building owes it a close look.