Increasing market share by increasing share of mind

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    Speaker: Kenneth Banks

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    Duration: 60 Minutes
    Product Code: 50474
    Level: Intermediate

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  • An understanding of  what branding really is and the steps to an effective brand strategy.
  • An understanding of how the brain thinks and the four thinking/buying styles that govern how people buy products and/or services.
  • Examples of people and companies for each buying style.
  • How do successful brands reach more than one buying style.
  • How this process (BrainBranding) applies to both product/services and also personal brands.
  • How to better communicate with prospects to make sure that your brand resonates with more of them and develops a relationship.


Fear:  Many brands fail to differentiate themselves from the competition because they often try to emulate what the other successful competitors have done with similar products or services. Marketers are afraid that customers won’t recognize and value the differentiating key points of the brand and therefore they try to say the same thing and offer the same benefits that the other brands offer.  In fact, they get lost in a sea of similarity and fail to gain market share in the process or fail altogether. By not understanding what motivates the customers to choose one brand over another, the  brand fails to develop a relationship with the customer and thus there is no loyalty nor recognition of why one should  continue to purchase and use one brand over another.  

UNCERTAINTY.  Faced with this the marketer often resorts to the most common denominator and that is often price. Feeling that price is the prime motivator, the marketer resorts to one promotion after another and becomes obsessed with driving sales and trial through discounts and sales events that look just like the competitors. Price perception is only one part of the equation. It’s important to build understanding of what differentiates one brand and why the customer should remain loyal to yours and not the competition. To do this, you have to understand how the customers think and what motivates them to try one product or service over another.  What will stimulate them and create an emotional value  to more customers more often.

DOUBT:  In an era of CRM (Customer Relationship Marketing), the tendency is to try to define the target customer so specifically and to narrow the appeal, that many potential customers are never reached with the message even though there is value to be had. By broadening the features and then communicating in more than one way, the brand can resonate with more customers, more often. You must understand the four ways that the brain thinks when making buying decisions and then developing a brand that will appeal to each one by speaking their language and hitting the key points in an appealing way.  

We call this BrainBranding and it’s a way to look differently at your branding and marketing efforts  to better increase market share, brand awareness, and loyalty.


Understanding the brain’s four thinking preferences - and how these preferences translate into consumer Buying Styles, will enable you to create not only a better brand - but also an innovative branding and marketing strategy. The bottom line: BrainBranding connects your brand with more people. Period.

In this session you will learn:

  • How the brain’s four distinct thinking preferences affect consumer buying behavior
  • The Buying Styles that determine the motivation behind what consumers purchase and who they purchase from
  • Strategies to enhance your marketing message to reach more people
  • Ways to develop a universal brand that appeals to each of the brain’s four Buying Styles
  • How BrainBranding can increase recognition, revenue, and market share


Increasing revenues and profits by reaching more customers, more often with a differentiating message that can create a brand preference by understanding the customer better and communicating more effectively.


  • Senior management
  • Marketing managers
  • Advertising managers
  • Creative staff
  • Brand management
  • Product development
  • Advertising agency management
  • Market researchers
  • And individuals who want to create a successful personal brand for their career


Years of Experience: 30+ years

Areas of Expertise: Brand Marketing

Kenneth Ken Banks brings more than 30 years of retail marketing experience to his consulting and presentations business, where he specializes in helping companies to develop effective brand strategies.

A retail marketing executive with companies like PetSmart, Circuit City, Eckerd, and Procter & Gamble and advertising agencies like Doner and Fahlgren, Ken has also served on the advisory boards at both Texas A&M and the University of Florida. He has been an adjunct professor in graduate marketing studies at Schiller International University and University of Florida.

Winner of numerous industry awards and author and contributor of several articles and books, Ken recently co-authored the book, BrainBranding – Activate the Brain, Stimulate Your Brand with Robyn Winters. He has also been honored with the American Advertising Federation’s Silver Medal award and by being inducted into the Retail Advertising Hall of Fame.

A professional member of NSA since 1996, Ken has spoken at the NSA Winter Workshop and has written articles for SPEAKER magazine and co-authored with Robyn a chapter of NSA’s SPEAK MORE book published in 2012. The National Speakers Association (Central Florida) awarded its George Morrissey Lifetime Achievement Award to Ken in 2010.

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