FOR MORE INFORMATION,
CONTACT: Stephen M. Blaising, Vice Chairman, Brain Surgery Worldwide (317) 656.8702
FOR IMMEDIATE RELEASE – May 4, 2011

The Emotional Engagement Mindset Model™ Provides a Strategic Foundation

Brain Surgery Worldwide, Inc. now offers an "Emotional Engagement Mindset Model™". This engagement mindset model helps clients to understand how engaged their audience is and what is causing the engagement. Brain Surgery uses it's "emotion first" methodology to reveal the level of engagement and this model has become a very accurate strategic tool that informs positioning, messaging and determines the strategic focus a brand must take in any marketplace.

"We created this model because many of our clients were trying to create segment messaging and were unsuccessful. The engagement mindsets help clients understand that messaging is more effective when it is designed to maximize attraction or minimize unattraction", says John Carr, CEO/Chairman of Brain Surgery Worldwide, Inc.

The engagement model places audiences into like-minded groups based on their attraction to a brand. Brain Surgery provides detailed profiles for each mindset and illustrates how to increase engagement. This model is ideal for launching new products, dealing with market events, refreshing a brand or looking at the attraction to a behavior. Emotion Drivers® are created based on the Emotional Engagement Mindset Model providing the choice criteria in the mind of the audience that must be fulfilled in order to cause the greatest amount of attraction or to move unattraction toward a neutral and then more attracted posture.

The "Emotional Engagement Mindset Model™" can be applied to nearly any audience and applied to any issue (or brand). "In most cases the model is used to compare the engagement for a brand with that of the competition. However it can be can be applied to soon to launch brands and utilized to determine how messages or creative concepts increase or decrease engagement", says Stephen M. Blaising, Vice Chairman of Brain Surgery Worldwide, Inc. Blaising adds, "Engagement is never driven by just one thing, it is driven by a number of things operating interdependently within the marketplace. This model defines what elements cause engagement and how they should be connected to ensure that brands have enough emotional engagement to drive market share."

Brain Surgery Worldwide, Inc. is a marketing knowledge firm focused on "emotion based behavior insight". Brain Surgery uncovers the emotion drivers® (the choice criteria in the mind of the audience) that need to be fulfilled in order to optimize attraction and engagement and is the result of their "Emotional Engagement Mindset Model™". Brian Surgery Worldwide has worked in 29 countries and is based in Atlanta, GA.