

228 Marketing to Mindstates by Will Leach
May 24, 2019
Will Leach, an expert in behavior design and author, discusses groundbreaking marketing strategies that tap into the non-conscious mind. He reveals how traditional marketing fails in today’s complex landscape and emphasizes behavior design to engage consumers effectively. Will uses the Mindstate Behavioral Model to explain how to create emotional connections that drive purchasing decisions. He also shares intriguing case studies, such as the Sun Chips packaging backlash, highlighting the importance of understanding consumer motivations and subconscious reactions.
Chapters
Transcript
Episode notes
1 2 3 4 5 6 7 8
Intro
00:00 • 4min
Unlocking the Non-Conscious: A New Approach to Consumer Decision-Making
04:07 • 4min
Navigating VUCA in Marketing
07:50 • 8min
The Packaging Dilemma: When Good Intentions Go Wrong
15:42 • 5min
Unlocking Consumer Motivations
20:56 • 20min
Reframing the Narrative: Engaging Donors through Positive Messaging
40:46 • 3min
Understanding Cognitive Heuristics in Marketing
43:47 • 15min
Closing Thoughts and Upcoming Insights
58:17 • 2min