- Newyork Event -
We all suspect we are only remotely aware of the vast operations of our “mind” or even “brain”. Much is processed beyond the ken of our consciousness. So many of our responses and reflexes seem precognitive. Actually, the cognition happens outside our immediate awareness.
What if we could tap into those subconscious reactions, mapping the impact of various forms of media communication, both diagnostically (to understand the impact being created that will determine whether we do or don’t positively react to something) but also predictively (allowing us to better create future communications that “land” and have the requisite impact)?
Our speaker Pranav Yadav, CEO of Neuro Insights specializes in this. From the Vedas to the Puranas, from Buddhism to Zen, or indeed tapping the past 100 years of psychology and neuroscience from Freud and Jung and onto neuromarketing, we know 80-90% of our decision making takes place in the subconscious. We remember and act on things we will never be able to verbalize.
And while the subconscious has been alluded to for millennia, we know very little about it. Can it be measured? Can its understanding help us predict future reactions? We will here, in this powerfully practical, yet philosophically thrilling exploration, take a look at this through the channels of marketing and communication and its implications to everything else in our lives.
To illustrate this, we’ll also hear fascinating case studies about how practically these insights are used to make compelling connections between product, communication, context and consumer. We will get exciting insight into this positive revolution in how brands and consumers can communicate.
OUR SPEAKER: Pranav Yadav
Pranav Yadav, CEO of Neuro-Insight U.S., is an international innovation evangelist and thought leader in forging a link between brands and human communication.
By using the passive, granular insights of neuromarketing, Pranav helps advertisers and media companies make the most compelling connections between product, communication, context and consumer.
Pranav has won an ARF Great Mind Award, NMSBA’s Neuro Personality of the Year, Forbes’ coveted Top 30 Under 30 for Marketing and recently he was placed on the Forbes All-Star Under 30 Alumni list with Evan Spiegel, Justin Bieber, Donald Glover, LeBron James and Taylor Swift among others.
Today he is the CEO of Neuro-Insight, a global neuro consultancy that uses unique patented brain-imaging technology (SST) to measure the brain’s response to communications – pioneering the link between brain activity and consumer behavior.
Pranav’s passion for innovative, consumer-centric metrics took shape during his time as a Senior Consultant with international innovation strategy consulting firm, ReD Associates. At ReD, Pranav worked on multiple diverse projects. He helped a leading white goods (home appliances) company adapt a product for the Indian market, where a poor understanding of the local consumer profile had led to ineffective product design and communication strategy.
In a different project, featured at the 2010 Venice Biennale, Pranav helped a team of international architects design a truly innovative European metropolis of the future with an unprecedented quantitative analysis of the successes and failures of the world’s great cities.
Later, he helped a gaming company reinvent an age-old game for a user base rapidly evolving with the advent of mobile and social media platforms.
Prior to joining ReD, Pranav worked at Goldman Sachs, where he was part of the elite Equity Structuring Group’s core team that established and developed the retail structured notes business in the U.S.
He is a graduate from Carleton College, with a B.A. in Mathematics, Physics and Economics.
THE TASTING: Noble Grapes into Beautiful Wines
In vinous literature, “noble grapes” have been identified and exalted, 9 white and 9 red, going from lightest to richest.
Our speaker, Somm extraordinaire, Caleb Ganzer, acknowledged by Wine & Spirits Magazine as “Best New Sommelier of 2016”, Director of La Compagnie, which aims to be the “neighborhood wine bar for the world” and a frequent favorite at IB&WS for his deeply knowledgeable and impassioned presentations, has selected for our tasting, 3 white and 3 red grapes from this “nobility” and identified wines that will offer both palate edification and pleasure -- wines that highlight the distinctive appeal of these respective grapes.
We will find a marvelous new experience of Sauvignon Blanc, celebrate Chenin Blanc, sashay with Semillon, then head to the heights of Sangiovese, get giddy with Grenache and then take the measure of Tempranillo.
Over dinner we will invite additional grapes to the party. Riesling will come to frolic, we will seek after a truly iconic expression of Pinot Noir from Burgundy, and seek perhaps the most stellar expression of Cabernet Sauvignon from Bordeaux before heading for the glow of Gewurztraminer for our finale.
Join on us on this revealing foray through the noble grapes, seeking exemplars for each showcased grape, as Caleb takes on the role of both decoding and trumpeting their genius.
THE DINNER: Yann at The Foundry
Members will certainly remember Yann Nury’s extraordinary dinner for us at 632 Hudson last year. Our favorite globe trotting Chef, anchored not to a restaurant, but to intensely flavorful, immaculately sourced, terroir driven cuisine, Yann is an original, and a true culinary master.
We will be at The Foundry, 42-38 9th St, Long Island City, NY 11101, a beautiful private space, and if the weather Gods are moderately kind, we can take full advantage of the location. Regardless it’s a magnificent backdrop, and Chef Nury will create unforgettable dishes to match and marry with the beautiful wines we’ll be pouring.