The paper analyses scientific communication, focusing on pseudo-scientific news and programs in the field of neurosciences. Scientific communication, describing the seductive allure of neuroscience, the persuasive power of pictures, and the influence of the context in which many physicians and patients find themselves are taken into consideration. Then the analysis focused on three concerns about brain branding: the insidious effects of blurred boundaries between science and industry; the premature use of scientific findings; the misuse of neuroscience in marketing. The need to train scientists to scientific communication in stressed so to improve their capacity to be clearly understood by the audience, without spreading neuromythologies.
Keywords: Scientific communication, brain branding, neuromyths, neuroscience, marketing.