Brain Friendly Branding Firm Launches

In the US, ad industry strategists Megan Kent and Betsy Liegey have set up a brand and customer experience design consultancy called THE GO LAB, with an offer including consumer research, VOC data analysis, competitive audits and UX journey mapping.

Kent, who is the creator of the 'Brain Friendly Branding Principles' - developed to help brands connect with the conscious 10% of a consumer's brain, as well as the subconscious 90% - previously held leadership positions at agencies including TBWA\Chiat\Day, J. Walter Thompson, Fallon, and Hal Riney & Partners. Liegey worked at Fallon, TBWA\Chiat\Day, Havas and Publicis. Their New York City-based consultancy launches to help clients build, grow and transform their brands through the science of human understanding.

Commenting on the launch, Liegey says the business will use the latest findings in neuro and behavioral science to help brands connect with their customers. Kent adds: 'I became a 'brain science junkie' to help brands learn to speak directly to their customers' decision maker, their 'feeling' vs. 'thinking' brains. Betsy shares my passion for using the science of human decision-making to transform brands. Her track record in catalyzing consumer insights to create differentiating brand strategies is a tremendous asset as THE GO LAB helps brands 'go' to the next level'.

Web site: www.wearethegolab.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.