Neuromarketing is defined as the study of the purchasing process, and more specifically, it examines the process consumers use to make a purchase decision before, during, and after the purchase. This discipline, which monitors consumer behavior, helps to improve the conversion rate of a particular brand\'s products and services. The concept of neuromarketing began to be used in the early 2000s and referred to research techniques for understanding brain mechanisms in the consumer\'s mind. Therefore, with the data acquired, improvements could be made to marketing strategies to enhance sales results and the user experience. Neural and sensory research in the fields of communication and advertising is becoming increasingly relevant. It is essential for boosting sales, building customer loyalty, and improving the brand, as well as expanding its products and services. Brands aim to discover how the subconscious mind of their consumers operates. However, it is also necessary to understand the subconscious minds of our target audience who are not yet consumers of our brand. Neuromarketing has its own areas of origin, branching out into neuropsychology, cognitive neuroscience, neurology, neuroanatomy, neuroeconomics, neuroendocrine, and others. To connect brands with these analyses, it\'s necessary to evoke consumers\' emotions through emotional marketing and storytelling, thereby sensitizing them through narratives. Therefore, we could say that these concepts are important when defining a strategy based on our target audience because they will guide the stories that can be told through communication channels with the customer. Furthermore, they bring the brand closer to the consumer.