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
"ZeroStack is a startup in Silicon Valley. We're solving a very interesting problem around bringing public cloud convenience with private cloud control for enterprises and mid-size companies," explained Kamesh Pemmaraju, VP of Product Management at ZeroStack, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
"Codigm is based on the cloud and we are here to explore marketing opportunities in America. Our mission is to make an ecosystem of the SW environment that anyone can understand, learn, teach, and develop the SW on the cloud," explained Sung Tae Ryu, CEO of Codigm, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
High-velocity engineering teams are applying not only continuous delivery processes, but also lessons in experimentation from established leaders like Amazon, Netflix, and Facebook. These companies have made experimentation a foundation for their release processes, allowing them to try out major feature releases and redesigns within smaller groups before making them broadly available. In his session at 21st Cloud Expo, Brian Lucas, Senior Staff Engineer at Optimizely, discussed how by using ne...
"CA has been doing a lot of things in the area of DevOps. Now we have a complete set of tool sets in order to enable customers to go all the way from planning to development to testing down to release into the operations," explained Aruna Ravichandran, Vice President of Global Marketing and Strategy at CA Technologies, in this SYS-CON.tv interview at DevOps Summit at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"There's plenty of bandwidth out there but it's never in the right place. So what Cedexis does is uses data to work out the best pathways to get data from the origin to the person who wants to get it," explained Simon Jones, Evangelist and Head of Marketing at Cedexis, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Large industrial manufacturing organizations are adopting the agile principles of cloud software companies. The industrial manufacturing development process has not scaled over time. Now that design CAD teams are geographically distributed, centralizing their work is key. With large multi-gigabyte projects, outdated tools have stifled industrial team agility, time-to-market milestones, and impacted P&L stakeholders.
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
Enterprises are moving to the cloud faster than most of us in security expected. CIOs are going from 0 to 100 in cloud adoption and leaving security teams in the dust. Once cloud is part of an enterprise stack, it’s unclear who has responsibility for the protection of applications, services, and data. When cloud breaches occur, whether active compromise or a publicly accessible database, the blame must fall on both service providers and users. In his session at 21st Cloud Expo, Ben Johnson, C...
"Infoblox does DNS, DHCP and IP address management for not only enterprise networks but cloud networks as well. Customers are looking for a single platform that can extend not only in their private enterprise environment but private cloud, public cloud, tracking all the IP space and everything that is going on in that environment," explained Steve Salo, Principal Systems Engineer at Infoblox, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventio...
Data scientists must access high-performance computing resources across a wide-area network. To achieve cloud-based HPC visualization, researchers must transfer datasets and visualization results efficiently. HPC clusters now compute GPU-accelerated visualization in the cloud cluster. To efficiently display results remotely, a high-performance, low-latency protocol transfers the display from the cluster to a remote desktop. Further, tools to easily mount remote datasets and efficiently transfer...
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"We're developing a software that is based on the cloud environment and we are providing those services to corporations and the general public," explained Seungmin Kim, CEO/CTO of SM Systems Inc., in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.