How Brands Become Unforgettable: The Unseen Forces Driving Consumer Behavior with Leslie Zane & Charles Good | TGLP #219

Today, we are joined by Leslie Zane.

Leslie Zane is an award-winning marketer, TEDx speaker and the foremost authority in harnessing the instinctive mind to accelerate brand and business growth. Like many pioneers, Zane's ideas were dismissed early on. In 1995, she founded Triggers®, a CMO advisory and the first brand consulting firm rooted in behavioral science, where she continued to champion the primacy of the instinctive mind in brand decisions. With her groundbreaking discoveries in boosting salience, the Brand Connectome® and Growth Triggers®, Zane and her team have delivered over 2X incremental revenue growth for their Fortune 100 clients.

In this episode, we explore the revolutionary concept of the Brand Connectome and how it transforms traditional marketing approaches. Leslie challenges long-held marketing beliefs, explaining that the human mind is unpersuadable through conscious appeals, but highly receptive to unconscious triggers that form instinctive associations with brands. 

Key topics include:

• How the Brand Connectome forms in the unconscious mind and drives 95% of purchasing decisions

• Why brands should pursue distinctiveness rather than uniqueness when developing their identity

• The counterintuitive approach of layering multiple messages instead of focusing on "one big idea"

• How growth comes from targeting non-users rather than existing customers

• Why fantasy drives consumer decisions more powerfully than reality-based marketing

Leslie Zane's Book: "The Power of Instinct: The New Rules of Persuasion in Business and Life" LinkedIn: linkedin.com/in/lesliezane 

Website: triggers.com

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Website and live online programs: http://ims-online.com

Blog: https://blog.ims-online.com/

Podcast: https://ims-online.com/podcasts/

LinkedIn: https://www.linkedin.com/in/charlesgood/

Twitter: https://twitter.com/charlesgood99

Chapters:

(00:00) Introduction

(01:40) Tool: Understanding the Unconscious Mind's Role in Decision Making

(04:00) Technique: Building the Brand Connectome for Instinctive Choice

(07:00) Tip: Pursuing Distinctiveness Instead of Uniqueness

(11:40) Technique: Combating Negative Brand Perceptions

(13:10) Tip: Why Layered Messaging Beats the "One Big Idea" Approach

(19:50) Technique: The "Keep, Stop, Add" Formula for Brand Evolution

(24:30) Tool: Prioritizing Growth Targets Over Existing Customers

(29:30) Tool: Tapping Into Unconscious Fantasies Instead of Reality

(33:10) Tip: Why Emotions Alone Don't Drive Brand Decisions

(37:50) Technique: Preventing Digital Brand Atrophy Through Consistency

(40:00) Conclusion

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