Branding Beyond the Brew

In today's episode, we dive into the psychology of influence and brand growth with Leslie Zane, a pioneer in the field of behavioral science and marketing. As the founder and CEO of Triggers Brand Consulting, Leslie has been at the forefront of helping top brands like Coca-Cola, McDonald’s, and Nike accelerate their growth by understanding the subconscious drivers of consumer behavior. With a background that spans behavioral science, marketing, and brand strategy, she is also the author of “The Power of Instinct: The New Rules of Persuasion in Business and Life”, where she reveals how tapping into the instinctive mind can lead to unparalleled success in business and personal branding. 

Join us for an eye-opening conversation with Leslie Zane as she reveals the power of the instinctive mind in shaping our decisions and brand preferences. Have you ever wondered why some brands stand out effortlessly while others struggle to make an impact? Leslie uncovers the subconscious drivers that influence our choices and explains how businesses—and individuals—can leverage these insights to gain a competitive edge. Leslie also shares practical tips for crafting a compelling personal brand that resonates on a deeper level. Discover how to tap into the instinctive mind to enhance your influence, master persuasion, and set yourself apart in both your professional and personal life.

What to Listen For

Introduction – 00:00:00

• What drove Leslie Zane to pioneer the field of brand connectomes and behavioral science in marketing?
• How did Leslie’s early career experiences shape her understanding of consumer behavior and influence her approach to brand consulting?
• What are the key principles behind Leslie’s book, The Power of Instinct, and how can they be applied to both personal and business growth?

The Instinctive Mind and Brand Connectome – 00:01:55

• What is the instinctive mind, and why does it play a more significant role in decision-making than the conscious mind?
• How does the brand connectome influence consumer choices, and why is it crucial for brands to expand their connectome in consumers' minds?
• Why do brands need to stand for multiple associations rather than a single attribute to be successful?

Building a Personal Brand with Subconscious Triggers – 00:07:22

• How can individuals apply the principles of the brand connectome to develop a strong personal brand?
• What are growth triggers, and how can they be used to build positive associations quickly and effectively?
• Why is it important to create a holistic personal brand that connects with various aspects of people’s subconscious?

Overcoming Legacy Brand Challenges – 00:11:49

• Why do legacy brands have an inherent advantage, and how can new brands compete effectively?
• What are some examples of small brands overtaking legacy brands by using strategic triggers and targeted messaging?
• How can legacy brands continuously evolve their connectome to stay relevant and combat negative associations?

Actionable Advice for Personal and Professional Growth – 00:21:55

• How can listeners apply Leslie’s insights on brand connectomes and subconscious triggers to accelerate their careers and personal growth?
• What are the critical steps in building a personal brand that resonates with employers, clients, and networks?
• Why is it essential to control your narrative and make strategic connections between your brand and your target audience?

Navigating Negative Associations and Competitive Strategies – 00:29:21

• Why are negative associations so powerful, and how can they become significant barriers to brand growth?
• How can brands effectively address and replace negative associations with positive triggers?
• What competitive strategies can brands use to leverage the relativity principle and contrast against competitors?

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