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The Right Brain Way: Drive Your Brand with the Power of Emotion

by Charles T. Kenny, Ph.D.

160 pages; quality trade paperback (softcover); catalogue #07-1104; ISBN 1-4251-3041-0; US$14.71, C$14.71, EUR10.05, £7.59

The Right Brain Way will help you access and leverage the power of emotion to differentiate your brand, establish your strategy, optimize your messaging and gain a clear competitive advantage.

About the Book

Get Inside the Mind of Your Target Audience. Learn how to access and leverage the critical emotional needs that cause consumers to choose one brand over another, but traditional research cannot reveal.

Emotional needs drive behavior. The Right Brain Way takes this powerful concept and details a proven methodology for uncovering the needs that motivate people to buy a product or a brand. Whether your objective is to increase market share or to gain a better understanding of your customers, The Right Brain Way reveals the intrinsic link between consumers’ emotions and their wallets.

A must read for organizational leaders, business owners and top executives, this landmark book opens the vault on 36 years of Right Brain Research, bringing to light detailed proprietary insights previously available only to clients. The Right Brain Way will help you understand the power of emotion and how to access and leverage the key motivational drivers you need to differentiate your brand, establish the right strategy, optimize your messaging and gain a clear competitive advantage.

About the Author

With a bachelor’s degree from the University of Notre Dame and a Ph.D. in Psychology from Clark University, Dr. Charles T. Kenny saw the application of his academic expertise to the commercial world early on. He founded the strategic market research firm, The Right Brain People, in 1972. Thirty-six years later, his client list is a “who’s who” of major companies, including 22 of the top 40 advertisers on the Advertising Age list. Today he is recognized as one of the top consumer psychologists in the world. Using two proprietary methods – Right Brain Research and Brand Strategy Development – Dr. Kenny has worked with more than 450 corporate clients and organizations in 225 product and service categories. His work with Saturn was hailed as "The brand building event of the century.” He lives in Memphis, Tennessee, with his wife of 40 years. He has two daughters and four grandchildren.