The Marketing Book Podcast 500 The Power of Instinct by Leslie Zane
Aug 9, 2024
Leslie Zane, an award-winning brand consultant and behavioral expert, shares groundbreaking insights from her book, The Power of Instinct. She reveals why traditional marketing fails to persuade and emphasizes the dominance of instinctive decision-making over conscious thought. Zane discusses how sensory cues and accumulated memories influence consumer choices. She challenges the focus on uniqueness, urging brands to build on familiar associations instead. With examples from Taylor Swift to Gatorade, she illustrates the importance of tapping into shared fantasies for impactful brand growth.
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Jury Duty Escape Story
- Douglas Burdett recounts how citing the subconscious during jury selection got him dismissed.
- Leslie Zane jokes that her book unexpectedly helps with real-life persuasion like jury duty.
Conscious Mind Is A Brick Wall
- The conscious mind resists persuasion and accounts for only about 5% of decisions.
- Leslie Zane argues marketers waste effort targeting the conscious mind instead of instinctive drivers.
Memories, Not Emotion, Drive Choice
- Emotion alone doesn't create lasting brand choice because feelings are outputs, not inputs.
- Memories built from distinctive brand assets drive instinctive decisions.
