Advertising and Branding Experts Launch New Brand Consultancy: THE GO LAB

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New Company Rooted in Proprietary Brain Friendly Branding® Principles


New brand and customer experience design consultancy that helps clients build, grow and transform brands through the art and science of human understanding.

Megan Kent, creator of Brain Friendly Branding® principles and Betsy Liegey, recognized advertising brand strategist, have partnered to create THE GO LAB, a new brand and customer experience design consultancy that helps clients build, grow and transform brands through the art and science of human understanding.

“I became a ‘brain science junkie’ to give brands a competitive edge by helping them learn to speak directly to their customers' decision maker, their ‘feeling’ vs. ‘thinking’ brains,” said Kent, THE GO LAB’s CEO and Co-Founder. “Betsy shares my passion for using the science of human decision-making to transform brands. Her fantastic track record in catalyzing consumer insights to create differentiating brand strategies is a tremendous asset as THE GO LAB helps brands ‘go’ to the next level.”

“In an era of too many choices, media proliferation, and budget constraints, businesses need every advantage available to connect more powerfully with their most important asset, their customers,” adds Liegey, Co-founder and Chief Strategy Officer. “Brands must create intuitively satisfying customer experiences in order to maximize retention. I’m delighted to be joining forces with Megan to leverage the latest findings in neuro and behavioral science to help brands connect as powerfully as possible with their customers.”

Kent has been at the vanguard of brand strategy for more than 25 years, holding leadership positions at some of the globe's biggest agencies including TBWA\Chiat\Day, J. Walter Thompson, Fallon, and Hal Riney & Partners. She’s developed brand strategy for some of the world’s leading brands such as BMW, Coca Cola, Microsoft, The New York Times, and America’s first global tourism initiative, Brand USA.

An influencer in the customer experience revolution, Kent speaks across the country as a guest lecturer at business schools and national marketing events about her scientifically based 8-pillar approach called Brain Friendly Branding® -- designed to create intuitively satisfying customer experiences.

Liegey has spent more than 20 years creating meaningful connections between brands and customers at leading ad agencies including Fallon, TBWA\Chiat\Day, Havas and Publicis. She has a long history of accelerating brand value and customer loyalty for global brands including Hilton HHonors, Nestle, BMW, The New York Times, Macy's and Proctor & Gamble through successful strategic platforms and nimble, innovative go-to-market plans.

THE GO LAB’s primary services are Brand Strategy + Customer Experience Design that draw upon the Brain Friendly Branding® principles. Their full list of services include: brand strategy, from consumer research to VOC data analysis, workshops, competitive audits and more; customer experience optimization, including UX research customer journey mapping, customer experience blueprint and environmental/interior design; culture change employee workshops and handbooks; and brand activation, from Go-To-Market plans and brand books to logos, packaging, plus social and traditional media. For a full list of services, visit

Megan Kent will present the BRAIN FRIENDLY BRANDING® principles at the Incite Group: Customer Service Summit in NYC November 16-17th. Passes available on a first come first served basis. Contact us for more information at the emails below.


Based in New York City, THE GO LAB is an innovative and forward-thinking brand consultancy co-founded by advertising/branding veterans Megan Kent, creator of Brain Friendly Branding® Principles, and Betsy Liegey, recognized business building brand strategist. The company’s services are designed to help clients build, grow and transform their brands through the art and science of human understanding.

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