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Billions for Bank Bailouts, But How to Rebuild the Brands? NeuroFocus Reveals New Brainwave-Based Solutions
Date:2/23/2009

World's Leading Neurological Testing Firm Unveils Findings, Drawn Directly From Brainwaves, That Financial Giants Can Follow To Rebuild Consumer Confidence

BERKELEY, Calif., Feb. 23 /PRNewswire/ -- As one financial giant after another falls to new lows, NeuroFocus, the world's leading neurological testing company, put the power of brainwaves to work to discover how those firms can help their battered brands recover.

Titled "Money Meltdowns, Minds, and Milliseconds", the company's new report is based upon NeuroFocus' patented technologies and proprietary methodologies that capture and analyze consumer's actual brainwave activity. NeuroFocus applies its expertise on behalf of many of the world's largest companies, across dozens of categories, to help them achieve maximum impact and effectiveness with their product development and marketing programs.

The study is available at: http://www.neurofocus.com/pdfs/MoneyMeltdownsMindsandMilliseconds.pdf

NeuroFocus tested consumers in its laboratory to determine exactly what financial brand messages they responded to best, at the deep subconscious level of their minds, where brand perceptions, brand loyalty, and purchase intent are truly formed. The company is making public twenty of the findings drawn from the study.

Specific guidance for companies flowing out of NeuroFocus' research include:


    * Claims about institutions making "sacrifices" and applying "hard work" 
    did not resonate as well with consumers as positioning statements that 
    emphasized understanding "consumer pain"

    * Age trumps beauty: older people shown in marketing and other materials 
    resonated better than younger people

    * Imagery (especially photographs) that showcase families, solid 
    structures, 'clarity in chaos', and light in darkness scored best in 
    consumers' subconscious

    * Blog postings are the most effective form of written advocacy -- 
    including those written by parties with a vested interest in the subject

"When you are drowning in debt and suffering from severely depressed--or nonexistent--earnings, and your previously-trusted brand is now a penny stock in terms of consumer perceptions, this report can literally be a lifeline," said Dr. A. K. Pradeep, Chief Executive Officer of NeuroFocus. "It offers a straightforward series of clear, easily-executed steps that can be taken by financial institutions to help regain credibility with consumers, and begin to win back their confidence in the brand."

The study has inherent scientific credibility because it is based upon consumers' actual brainwave responses, which provide uncorrupted data that is far more precise, reliable, and actionable than conventional research methods such as surveys and focus groups. Those methodologies cannot match NeuroFocus' EEG-based neurological testing in terms of accuracy.

The new study becomes available as the financial industry in many markets worldwide is suffering from record declines, with some legendary institutions on the brink of collapse.

"There is zero margin of error now for these companies," Dr. Pradeep said. "They cannot afford, literally, to make a misstep or rely on an educated guess or count on what seemed to work before. Those who survive and recover will be those whose messaging and marketing resonate the best in consumers' subconscious minds. The only way to know how to achieve that is to first understand what those subconscious minds are saying in response to brand images, advertising, websites, and all the rest of the communications channels that financial firms send their way. At NeuroFocus, our business is listening to those minds -- and we do it at 2,000 times a second, across every sector of the brain."

About NeuroFocus

NeuroFocus Inc. is the market leader in bringing neuroscience knowledge and expertise to the world of advertising, marketing, product development and packaging, and entertainment. The company leverages Doctorate-level academic credentials in neuroscience and marketing from Berkeley, MIT, Harvard, and the Hebrew University combined with C-suite level business management and consulting experience.

NeuroFocus clients include Fortune 100 companies across the consumer package goods, food and beverage, financial services, automotive, retail, and many other sectors. Entertainment category clients include major companies in the broadcast and cable television and motion picture industries. The Nielsen Company is a strategic investor in NeuroFocus.


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SOURCE NeuroFocus Inc.
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