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

Emotional Drivers™ now offered in “Connection Drivers™” product

Atlanta, GA - Brain Surgery Worldwide, announced today that it will now offer “Emotion Drivers®” as a stand alone product called “Connection 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 emotional drivers that will motivate purchase behavior. These Emotion Drivers™ 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 each group the drivers are different, in most cases the level of intensity is different for each driver. In groups where the emotion drivers are similar often the way the customer defines the drivers can be different.”

“The focus of “Connection Drivers®” is to deliver to our clients those 4 or 5 Emotion Drivers™ for their brands that will drive an optimal revenue velocity”, says Stephen M. Blaising, Vice Chairman of Brain Surgery. The drivers would be defined clearly 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 “Connection Drivers®” is a clear picture of what the market wants and how they see (or perceptually position) our client’s brand versus the competing brands. This data allows us to help our clients move their brands to a more desired position in the minds of their key audiences and motivate them to behave in a way that helps our clients increase their sales.

This research tool is accurate and fast (usually 2-3 weeks). If you want to understand (through the emotion lens) where the market perceives your brand and why compared to competing brands or “soon to launch” brands, what the market wants and how to make your brand most appealing this tool 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.