FOR MORE INFORMATION,
CONTACT: Stephen M. Blaising, Vice Chairman, Brain Surgery Worldwide, Inc. (317) 656.8702
FOR IMMEDIATE RELEASE, September 23, 2004

Emotional Drivers^® Service now offered by Brain Surgery Delivers Optimal Attraction

Atlanta, GA - Brain Surgery Worldwide, announced today that it will now offer “Emotion Drivers®”

Brain Surgery CEO John Carr shared “that over the past eleven years studying all types of brands both in the US and Europe, Brain Surgery has uncovered that, for every brand, product or service, there are four or five primary emotionally charged reasons that cause behavioral choice.  Emotion Drivers is a complete service that can be utilized to illuminate these emotionally charged reasons which exist for all types of customer groups from credit card customers, physicians, patients, long distance telephone users, wireless phone customers or any number of branded consumer product groups. For every product and every service people make choices based on how their emotions cause them to be attracted, and within their mind emotions attach to and prioritize reasons that are used as a filtration device to create decisions.  If a marketer wants to have the greatest influence with messages then these emotionally charged reasons must be fulfilled.

“The purpose of Emotion Drivers is to cause optimal revenue velocity”, says Stephen M. Blaising, Vice Chairman of Brain Surgery. The data produced within Emotion Drivers is always in the language of the customer and quantified for the right emphasis required in marketing and sales execution (which is where Brain Surgery’s tools have been validated by third parties).

Also included within Emotion Drivers is a clear picture of what the market wants and how they see (or perceptually position) a brand versus the competing brands. This data helps clients create a more desired position in the mind of key audiences thereby increasing sales.

Emotion Drivers Service is accurate and fast (usually 3 to 4 weeks).  If understanding (through the emotion lens) where the market perceives the brand and why compared to competing brands or “soon to launch” brands, what the market wants and how to make a brand most appealing consider Emotion Drivers, it will deliver.

Brain Surgery Worldwide, Inc. is an “emotion based behavior insight and messaging” firm that primarily serves the consumer products and pharmaceutical industries in the US and Western Europe.