In an era of too many choices, media proliferation, and chaotic overwhelm, THE GO LAB helps companies connect as deeply as possible with their most important asset, their customers.

We hate wasted potential. In this day and age, when resources are almost always limited, we deploy proven, scientifically-grounded strategies and solutions to help our clients build the kind of intuitively appealing brand experiences that attract effortlessly, and retain customers for life.

Intuitively satisfying brand experiences get people telling their friends and family about you—which is the most powerful form of marketing you CAN’T BUY. In sum, we want to create desire for your brand—as powerfully and efficiently as possible.

The Go Lab


Megan Kent

CEO & Chief Experience Officer

Megan is a brand strategy and customer experience pioneer—and a self-proclaimed brain science “junkie.” She’s obsessed with making brands succeed.

She’s held leadership positions at some of the world’s biggest ad agencies and shaped brand strategy for some of the world’s most important brands (BMW, Coca Cola, New York Times, Microsoft and Brand USA). Megan founded her own company to ensure that brands connect with their customers as powerfully as possible by harnessing the power of science. She is a frequent guest lecturer and keynote speaker on her proprietary Brain Friendly Branding® approach. Among friends, Megan is known for her infectious laughter and for always knowing how to boost the fun quotient. She’s the proud mother of two grown children, and our beloved company mascot, Deuce (the dog in the pics).

“What defines me is my passion for improving the way brands connect with their consumers. I’ve spent the past several years immersed in the science of the mind, so that I can help my clients communicate with their consumers more powerfully, yet effortlessly.”


Betsy Liegey

Co-Founder & Chief Insights Officer

Betsy has worked with top advertising agencies including Fallon, Chiat/Day and Publicis plus numerous global brands (Hilton HHonors, The New York Times, United Airlines, P&G, Macy’s), forging meaningful consumer connections and scaling revenue. Being a brand strategist combines what she loves most: being a student of human behavior, dissecting business challenges, and using strategic creativity to solve them.

Betsy has a talent for leading workshops that are inspiring, productive and fun (promise). She’s also masterful at discovering new ways to stimulate powerful conversations. When not transforming brands, she’s building her own: Betsy, her husband John and their two best friends, grew Greenport Harbor Brewery from the ground up into a thriving business. At home, she’s surrounded by boys: her husband, and two almost adult sons. Oh, and she has an uncanny ability to solve puzzles on the Wheel of Fortune.

“Listening is second to none. People want to share and be heard—it’s a basic human need. We always get to a better place when we’re more interested in what others have to say in lieu of talking ourselves.”

“The warmth, energy and brain power Megan brings to a room instantly creates an environment where people are excited and eager to contribute.”



What drives us is really quite simple

We’re passionate about helping brands grow, by being the best they can possibly be.  And what we’ve learned over the years is that people don’t make decisions about brands based on their separate parts (the ads, the website, the product, the service, the organization’s beliefs, etc). People make decisions about brands based on an intuitive FEELING of how ALL of these aspects of a brand work together as a whole. Therefore, what’s needed now is a holistic brand strategy that governs every aspect of a brand, making sure that all a brand’s expressions are working together, and in sync with the way people truly make decisions.

Creating brands that appeal, instinctively

By combining the talents of world class brand builders, with the latest findings in brain science we’ve developed a comprehensive approach which will help brands create an intuitively appealing brand experience – so they attract customers effortlessly, and are able to keep them engaged for a lifetime.

The science of emotion

Gut feelings. To cut quickly to the chase, science has recently confirmed that the subconscious processing that occurs in our EMOTIONAL and FEELING brain drives most of our purchase decisions—90% of the time!* The THINKING brain generally serves to only validate or put into words the rationale behind these gut decisions.

By aiming more of our marketing efforts at humans’ emotional gateways, we are able to create desire for your brand by supercharging its “feel good” quotient. Do this correctly and you’ve got a winning brand. Do this correctly and your customers will never leave you.

*Source: Gerald Zaltman, Harvard Business School, Author, How Consumers Think

We are so committed to our beliefs

…that we’ve posted the core tenets of our proprietary, trademarked Brain Friendly Branding® approach on this site for all to see. Because when followed, they will make marketing dollars work harder. They will draw raving fans to businesses. The brands that are already following these principles naturally (Warby Parker, Whole Foods, Trader Joe’s, Southwest Airlines, Apple, Amazon, WeWork), are the most successful brands in the market today.