Proposed Rebrand

The following content is accessible for members only, please sign in.
If you wish to join the Association to access the content but without the training, please join as an Associate member.

11 Comments on “Proposed Rebrand

Mickey Berkal
October 24, 2019 at 9:06 pm

Hi Andy
Here are my 2 cents on the subjects:
In your permission I will copy parts of the text you wrote do I can be precise in my writings:

1. I think that rebranding is a good idea. I remember that in the past you said, that the basic of the work is to notice and work with the 5 PoC’s .. and that if you rebrand, you’ve probably go on something that more depicts that.
So the slogan might be something along the lines of: “clearing the 5 patterns of self sabotage” or something like that..

Altho thinking about it now, the work have grown beyond just the 5 PoC..

I would suggest instead of calling the K pattern and Identity pattern… calling them protocols.
as in:
the K protocol
The I Protocol
The PTSD Protocol
The Living-Dead protocol

That gives 2 major things (among others)
1. People like protocols and “systemized” tools to follow. So by calling each of the patterns protocols, we give them (marketing wise and teaching wise) a good pre-frame.
2. We can register the structure of the protocol – like Tad james did with the texts of his TLT.. that way, it’ll be easier to keep your body of work from Plagiarism.

2.” From recent discussion with Connirae Andreas, we have the possibility of incorporating “Eye Movement Integration” into the training and this would involve adding some additional material to the first morning of the training. “

That is brilliant and I am all forward for it.

3. “An alternative is to keep the IEMT format as it currently is, but to offer EMI as an additional [optional and/or stand alone] module.”

I think adding the EMI module as an additional model, and instead of doing d 2 day training for the first level, doing a 3 day training. OR the advanced training a 3 day. Because the 2 day basic training is perfect as is. To my opinion.

4. About: “Anyway, for me, this opens up an interesting possibility. We currently have two main modules, currently called [informally], “Emotional Engineering” and “Identity Reimprinting”, though the latter would better as a brand title if it were simply, “Identity Imprinting.” There may be a better word than “imprinting” and again, I am open to suggestions.”

I think the “Emotional Engineering” might be too mechanical for a lot of people that come from therapy worlds and by that create a dis-service to our cause, and we are not really engage in Engineering (nor designing) new/ better states.. we are more doing an Emotional Clearing.. making “Unfinished business – finished”

By googling “Emotional Clearing” I see that there are many techniques, methods and ways of “Emotional Clearing” out there.. that gives us an Up and a Down.
The Up is that it is a known. Used and very descriptive name… so people will feel more easly connected to that.
The down might be that we will need a lot of SEO work to be with those words in the first pages of google.

Some words (and I think we should do some Google key word research):
Emotional cleaning
Emotional clensing
Emotional clearing
Emotional Memory Clearing
Emoto-Memoria Cleaning (Trying to find a latin twist  )
Emotional Relearning
Emotional Reconstruction ( based on the idea of Constructive memory)

about: Identity protocol –
I like the idea of Identity Updating as I’ve notice, and created a process I call: “Change Interview – Identity Updating”

One of the things I’ve notice when doing the Identity protocol (especially when starting with the How old Q before the Where is Q) that clients moved via some memories (which sometimes they found connetions between them and sometimes they didn’t find any connections) but the Identity kept growing.
So a “self” who was 4 y/o at the first rundown of the I protocol, after 2 or 3 or 7 rundowns (in case nothing appeared during that process) ended up being “ Self is my age, here, now” and it was amazing to see the behavioral-physiological shift in the clients

So that is why I use the idea of Identity Updating –
Also, a person who was a smoker – and now is a non-smoker – updated his Identity level beliefs.

Or we can actually invent a new word: and define it as we wish:

Identiting – the process of updating our identity imprints, memories and beliefs.

Emotional Clearing and Identiting

5. About EMT – Eye Movement Therapy
I think that might be a bit problematic – for a search with Eye Movement Therapy brings a whole lot of EMDR sites.. and I think we want to move away from a “me too” product.
bye connecting to Eye Movement – we might lose our uniqueness

What about Emotional Identity Therapy – Emotional Clearing and Identity Updating

6. Keeping the I in the IEMT

it is a bit more challenging for me to find I words at the moment, cause Im not a native English speaker .. But will give it a try.

Hope this helps

Andrew T. Austin
October 25, 2019 at 5:07 pm

Thanks Mickey, some great suggestions here.

Anyone else?

Anne ten Brinke
October 25, 2019 at 6:13 pm

Hi Andy, ‘
lets give it a try. For me IEMT is about:
emotional processing
emotional wellbeing
updating or upgrading identity
identity and emotional and mental transformation
improvement of emotional en identity experienc
identity experience
breaking through patterns of chronicity

It s good to include EMI in this.

Matt Kendall
October 28, 2019 at 6:17 pm

Hello all

OK here is my viewpoint on changing the name. I personally think that unless this is going to create a lot more interest, then there isn’t much to be gained. A lot of people, including myself, have build up businesses on the IEMT name.

I know that IEMT is hard to explain as it is, by bringing in all the other terms I think that we will over complicate things which may in turn will be off putting to potential trainees. We have also made so much progress over the last couple of years training people in this therapy and format.

I think offering the extra stuff as an extra module is a good idea, but not to change the name completely.


November 1, 2019 at 12:32 pm

Some thoughts after reading the responses above.

I agree with many of the comments above including keeping the existing name for the foundation two-day practitioner training the same or similar as IEMT gaining attention from professionals in a range of fields and countries.

Some people currently refer to the “I” as Integrated instead of Integral but most people just say IEMT.

In some countries, the word therapy is a protected term, so when thinking about IEMT being accepted as a modality globally this could be an issue, in Canada for example. I have used the word Technique when presenting IEMT to an International/Multi-cultural audience.

Additionally, some other brief therapies include some basic eye movement so distinguishing the difference for the IEMT trainee and client it is important they are aware that IEMT is so much more than just eye movements. E.g. ‘I don’t need to train in IEMT as I did some of it in Havening, EFT training, etc.’ or for the client saying ‘I have had eye movement before [EMDR] and felt worse’

I doubt the description can be done purely in the naming but an “official” definition of IEMT that can be used universally.

The value of adding in Connirae’s material is exciting and beneficial for the ‘IEMT’ bran. As the training course is already very content-rich it may mean a loss of time for IEMT content. To make time for more content what gets left out or reduced? I would prefer to train the extra content as an additional or extension workshop or extra day. (Depends what the content actually is and the degree of overlap with current training content.)

Mickey mentioned naming some of the models as protocols. From a research perspective-having protocols that can be utilised by the practitioner will help with measuring client experience and progress. It could also help with reducing the dilution of IEMT down to just eye wiggling.

Personally, I prefer the term Identity Updating rather than (Re)-Imprinting as it’s a bit too NLP and less known in the general population. Who are you/we focusing the re-branding on? Reaching more clients or future Practitioners? Integration into NHS? Jargon can be off-putting for the client who just wants to feel better.

Clearing, releasing, updating are more client-friendly terms than engineering or (re)-imprinting, What Anne has said about what IEMT is for her is important. What does IEMT mean to those who are IEMT clients and practitioners?

Where is IEMT going next? Brand changes now may need to consider future potential IEMT development and application.

Sonia Richards
November 7, 2019 at 8:46 pm

We have chatted about this before so you know my opinions. The name IEMT now has some traction so as Matt says this may not be the right time for ‘change’. However a name based around thought/memory movement consolidation and processing, as basically that’s what all elements of the modality are concerned with, should be considered.

Kathleen Nusbaum
January 14, 2020 at 3:09 am

I like the name as is. I feel that no matter what you call it you will have to explain it, which is a good thing.

Integrated Emotions Eye Movement Therapy….just came to me and gives it another letter so it’s different than emdr

Identity Update Process…..says exactly what it does

Kathleen Nusbaum
January 14, 2020 at 3:15 am

I like the name as is. I feel that no matter what you call it you will have to explain it, which is a good thing.

Integrated Emotions Eye Movement Therapy….just came to me and gives it another letter so it’s different than emdr

Identity Update Process…..says exactly what it does

Emotional Integration Eye Movement Therapy

Kathleen Nusbaum
January 14, 2020 at 3:34 am

So after thinking more about it.
A name like EMOTIONAL INTEGRATION EYE MOVEMENT THERAPY describes the result along with the process not just the process which may be helpful in getting the “what does it do” question answered a bit easier.

Mavis Kerrigan
October 4, 2020 at 10:19 am

Has this topic been taken any further yet?

Jan Corr
November 20, 2020 at 7:37 am

I like Emotional Calming Eye Movement Therapy


Leave a Reply

Your email address will not be published. Required fields are marked *