The Mouse Brain Atlas fast became a standard tool for neuroscientists in both industry and academia worldwide.

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Zack Lynch, whose Neurotechnology Industry Organization represents 50 smaller companies pursuing treatments for brain disorders, worries that if the downturn continues, "we may lose an entire generation of potential brain drugs" as companies vanish.

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While the drug industry has tested dozens of compounds to treat the acute phases of stroke and brain trauma, only a few medicines for lifting patients out of vegetative states have been brought into large-scale trials.

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Maybe it's because the film industry assumes that we're outside soaking up the sun and have lost some brain cells as a result.

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As an active member of industry organizations that are seriously examining how neuroscience might contribute something beyond highly-subjective brain maps to marketers struggling to help their brands thrive in a ceaselessly evolving world, we have some sensitivity to results so flagrantly disconnected from marketplace realities.

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