Why is it that we trust some brands more than others, even to the point of acting as a brand champion? So much of brand attachment is about emotional ties – yet few organisations consider the way our minds respond to the messages they transmit.
Brand Psychology and Neuroscience is all about the hidden processes behind why certain brands command our loyalty, trust and - ultimately - disposable income. Neuroscience studies the way in which the brain behaves, and there is a growing body of research that bridges the gap between pure science and application in the real world.
This Workspace Business Insight Dinner brings together leading authorities from both the academic and commercial worlds, for an evening of thought provoking discussion, that has deep relevance to businesses. Our panel will be looking at some key questions:
- What is Brand Psychology and how can it impact your business?
- Is neuroscience relevant for your business, and how you can apply it?
- How can businesses better utilise leading research in Neuroscience?
- What practical steps could businesses take, for their brand to be more trusted?
5:45pm to 6:15pm | Welcome Drinks
6:15pm to 7:15pm | Panel Discussion
7:15pm to 8:15pm | #WBIDinner
8:15pm to 8:30pm | Experts Q&A
8:30pm to 9:00pm | Audience Q&A
9:00pm | Networking Drinks until end 9:30pm
Joseph Devlin, Reader in Cognitive Neuroscience, Head of Experimental Psychology at University College London (Chair)
Joe Devlin started in artificial intelligence but found himself much more interested in how the human mind works. After training in neuroimaging at Cambridge and Oxford, he established a reputation as a leading researcher in how the human brain processes language before taking up his current position as Head of Experimental Psychology at UCL. Joe has collaborated on various projects with a variety of media partners, including the BBC, the Times, Guardian and Daily Telegraph.
James Turner, Creative Director at Moonpig
James Turner is the Creative Director at Moonpig covering ATL and BTL campaigns, content, UI and branding. Since starting in January he has led the complete rebrand of this beloved household name. Combining thorough research and a robust strategy with open engagement and winning support across the business, James and his team successfully modernised not just the look and feel, but the organising principles of the brand (and even said goodbye to the famous pig mascot).
Prior to Moonpig, James has held Creative Director and senior creative roles at Joseph Joseph, Sony Europe and Harvey Nichols.
James Naylor, Senior Manager of Learning at McKinsey & Co
James has worked in retail and consumer consulting for over 25 years. His work with learning programs for both clients and colleagues is based on both industry experience and undergraduate and postgraduate degrees in psychology. McKinsey & Company is a global management consulting firm that serves leading businesses, governments, non-governmental organizations, and not-for-profits. They help their clients make lasting improvements to their performance and realize their most important goals.
Andy Goll, Associate Partner and a quantitative specialist at Sparkler
In his time at Sparkler he has worked with a wide range of media and digital clients; including Google, Yahoo, Channel 4, The BBC and Microsoft. He has led a range of thought leadership projects for these clients, looking at the evolving shape of the media landscape and consumer’s engagement with digital media and advertising.
In conducting these projects, he has applied innovative methods including neuro-imaging, biometrics and passive monitoring to understand the subconscious and implicit drivers of behaviour. He is constantly looking for new ways to tackle research briefs that provide clients with a fresh perspective or illuminate a new aspect of consumer decision-making.
Experts in the Audience:
John Hogan, Neuroscience Researcher at UCL
As a neuroscience researcher at UCL, John investigates the early visual processes involved in reading. When not in the neuroimaging lab, John works on research projects with corporate clients aimed at improving our understanding of human judgement and decision making. With over 10 years of consultancy experience, John has provided research services for clients such as Virgin Media, Digitas LBi, Leo Burnett, and MacClaren McCann
Carina Giesa, Consultant at Sparkler
Sparkler was born in 2001 to help businesses understand and exploit the complex interplay between consumers, brands and the digital world. Carina has a Masters in Cognitive Science and is the neuro-lead within the Panels and Communities team at Sparkler. She works with Sparkler’s biggest digital clients such as eBay, Google and Nokia to apply neuro-methods to their business challenges.
What to expect?
The insight events combine an interesting mix of ‘live’ case studies of senior directors from companies who have encountered a relevant challenge, together with Q&A with industry experts.
Our insight events focus on what you can learn and how it might impact you or your business. We don’t spend that much time talking at attendees and we build in plenty of opportunities for attendees to question case study subjects.
How to Join?
Register for a complimentary spot at our #WBIDinner, Brand Psychology and Neuroscience on Tuesday 28th November at Barley Mow Centre from 5:45pm to 9:30pm. This #WBIDinner is open to Directors and Senior Leaders from current Workspace customers and Club Workspace members and selected guests.
Would you like to bring a guest to our #WBIDinner?
Email WBI@knowledgepeers.com and let us know.
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