Click here to close now.




















Welcome!

News Feed Item

Pioneer Brand Strategist Megan Kent Reinvents Brand Strategy Through Brain Science

Brands That Learn to Speak the Language of the Subconscious Mind Will Create the Most Powerful Connection Possible with Their Customers

NEW YORK, March 21, 2014 /PRNewswire/ -- Brand strategy pioneer Megan Kent is blazing the branding trail once again by marrying the latest findings in neuro and behavioral science with marketing to create a new model of brand strategy that forms the strongest emotional connections possible between brands and their customers. According to Kent, it turns out there's a whole new way to think about brand strategy in the marketplace today – and it's by appealing to the FEELING, not the THINKING, brain.

Kent is launching her new company, Megan Kent Branding Group, to make actionable the exciting principles she has uncovered.  Her company's own branding line is "Creating brands that appeal, instinctively."

By combining her real-world experience with a distillation of the most important findings in science, she has developed a revolutionary new branding model called PrimalCode Branding™.  This approach is designed to help C-Level decision makers and senior brand managers give their brands a competitive edge by helping them speak directly to their customers' feeling vs. thinking brains.

"Today is an extremely exciting time to be in marketing; we know so much more about how the brain processes information than we did when I started in this business," says Kent.  "Marketers haven't been using all the tools available to them by assuming that consumers make decisions rationally. While the rational, or 'thinking' part of the brain does play a role, it's most often there to simply validate, or put into words a decision that our subconscious mind has already made for us."

She goes on to explain, "In order to reach the neo-cortex, i.e. the 'thinking' brain, our marketing messages need to first pass muster with the older parts of our brain, the parts that are far more primal and emotionally oriented."

Kent adds, "Science now tells us that the data stored in our subconscious minds (our feelings, memories, emotions) are the primary drivers in 90% of the decisions that we make.  So it turns out that 'going with our gut' isn't just a once-in-a while phenomenon.  The truth is we actually 'go with our gut' almost all of the time. As Nobel Prize winning psychologist Daniel Kahneman puts it, 'we think much less than we think we think.'"  

"Therefore," she says, "by aiming marketing and sales efforts at their customer's feeling brain (the 90%), brands can significantly improve their chance of success.  Marketers that continue to target the thinking brain with traditional marketing strategies aren't making the best use of their precious time and resources."

Kent cites her work on America's first-ever international tourism campaign, Brand USA, as an example.  "We knew that if we used a rational approach to selling the USA, we'd come up against foreigner cynicism, especially regarding current U.S. foreign policy and immigration restrictions.  But by using a completely non-verbal, emotional approach, the campaign has surpassed target goals and reached a 47:01 ROI."

"Building brands in sync with the hard-wired tendencies our emotionally driven brains use to make decisions enables brands to attract customers more easily and retain them for a lifetime." Kent has identified seven PrimalCode behaviors that can be used to engage consumers at an instinctual, "feeling brain" level:  tapping your authenticity, selling visually, ensuring consistency, engaging the senses, creating belonging rituals, showing novelty, and giving proof points.

She has developed an expertise in this area and has been invited to speak on this topic to next generation marketers at both New York University and the Darden Business School at the University of Virginia, as well as local and national marketing organizations.

Her 27-years in the advertising business includes leadership positions at some of the most esteemed and forward thinking agencies in the country, from Chiat/Day (where she broke ground as a brand strategist) to Foote, Cone & Belding; Hal Riney & Partners; Fallon McElligott; and JWT. 

Kent has created and executed brand strategies for iconic brands such as BMW, Coca-Cola, Nikon, The New York Times, Microsoft, and was most recently the architect behind Brand USA, America's first-ever, highly successful international tourism campaign.

For more information on Megan Kent Branding Group or PrimalCode Branding™, visit megankentbrandinggroup.com.

Read more at  http://www.megankentbrandinggroup.com/us/changing-brand-strategy-game/

Read more news from Megan Kent.

SOURCE Megan Kent

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
"We've just seen a huge influx of new partners coming into our ecosystem, and partners building unique offerings on top of our API set," explained Seth Bostock, Chief Executive Officer at IndependenceIT, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
In a recent research, analyst firm IDC found that the average cost of a critical application failure is $500,000 to $1 million per hour and the average total cost of unplanned application downtime is $1.25 billion to $2.5 billion per year for Fortune 1000 companies. In addition to the findings on the cost of the downtime, the research also highlighted best practices for development, testing, application support, infrastructure, and operations teams.
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner, Product Manager of the Omega DevCloud with KORE Telematics Inc., discussed the evolving requirements for developers as IoT matures and conducte...
The Software Defined Data Center (SDDC), which enables organizations to seamlessly run in a hybrid cloud model (public + private cloud), is here to stay. IDC estimates that the software-defined networking market will be valued at $3.7 billion by 2016. Security is a key component and benefit of the SDDC, and offers an opportunity to build security 'from the ground up' and weave it into the environment from day one. In his session at 16th Cloud Expo, Reuven Harrison, CTO and Co-Founder of Tufin,...
With SaaS use rampant across organizations, how can IT departments track company data and maintain security? More and more departments are commissioning their own solutions and bypassing IT. A cloud environment is amorphous and powerful, allowing you to set up solutions for all of your user needs: document sharing and collaboration, mobile access, e-mail, even industry-specific applications. In his session at 16th Cloud Expo, Shawn Mills, President and a founder of Green House Data, discussed h...
Mobile, social, Big Data, and cloud have fundamentally changed the way we live. “Anytime, anywhere” access to data and information is no longer a luxury; it’s a requirement, in both our personal and professional lives. For IT organizations, this means pressure has never been greater to deliver meaningful services to the business and customers.
Container technology is sending shock waves through the world of cloud computing. Heralded as the 'next big thing,' containers provide software owners a consistent way to package their software and dependencies while infrastructure operators benefit from a standard way to deploy and run them. Containers present new challenges for tracking usage due to their dynamic nature. They can also be deployed to bare metal, virtual machines and various cloud platforms. How do software owners track the usag...
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities.
There are many considerations when moving applications from on-premise to cloud. It is critical to understand the benefits and also challenges of this migration. A successful migration will result in lower Total Cost of Ownership, yet offer the same or higher level of robustness. In his session at 15th Cloud Expo, Michael Meiner, an Engineering Director at Oracle, Corporation, analyzed a range of cloud offerings (IaaS, PaaS, SaaS) and discussed the benefits/challenges of migrating to each offe...
Puppet Labs has announced the next major update to its flagship product: Puppet Enterprise 2015.2. This release includes new features providing DevOps teams with clarity, simplicity and additional management capabilities, including an all-new user interface, an interactive graph for visualizing infrastructure code, a new unified agent and broader infrastructure support.
Chuck Piluso presented a study of cloud adoption trends and the power and flexibility of IBM Power and Pureflex cloud solutions. Prior to Secure Infrastructure and Services, Mr. Piluso founded North American Telecommunication Corporation, a facilities-based Competitive Local Exchange Carrier licensed by the Public Service Commission in 10 states, serving as the company's chairman and president from 1997 to 2000. Between 1990 and 1997, Mr. Piluso served as chairman & founder of International Te...
One of the hottest areas in cloud right now is DRaaS and related offerings. In his session at 16th Cloud Expo, Dale Levesque, Disaster Recovery Product Manager with Windstream's Cloud and Data Center Marketing team, will discuss the benefits of the cloud model, which far outweigh the traditional approach, and how enterprises need to ensure that their needs are properly being met.
SYS-CON Events announced today that MobiDev, a software development company, will exhibit at the 17th International Cloud Expo®, which will take place November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software development company with representative offices in Atlanta (US), Sheffield (UK) and Würzburg (Germany); and development centers in Ukraine. Since 2009 it has grown from a small group of passionate engineers and business managers to a full-scale mobi...
Learn how to solve the problem of keeping files in sync between multiple Docker containers. In his session at 16th Cloud Expo, Aaron Brongersma, Senior Infrastructure Engineer at Modulus, discussed using rsync, GlusterFS, EBS and Bit Torrent Sync. He broke down the tools that are needed to help create a seamless user experience. In the end, can we have an environment where we can easily move Docker containers, servers, and volumes without impacting our applications? He shared his results so yo...