The Next Big Idea Daily The New Rules of Persuasion in Business and Life
5 snips
Feb 11, 2025 
Leslie Zane, a speaker and marketer known for her work in behavioral science and as the founder of Triggers, shares fascinating insights from her book, "The Power of Instinct." She discusses the new rules of persuasion, emphasizing the importance of understanding human instincts over traditional methods. Zane highlights how familiarity can deepen connections during uncertain times and examines the power of brand perception. She also critiques the focus on core customers, advocating for growth triggers to attract new clientele and foster lasting brand memories.
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Brand Polymorphism
- Brands should stand for many things, not just one.
- Having more associations increases brand salience and growth, like Taylor Swift's diverse music.
Distinctive Familiarity
- Familiarity is more powerful than uniqueness for brands, but distinctiveness is best.
- Leverage familiar imagery with a distinctive twist, like Aquafina's stylized mountain.
Countering Negativity
- Address negative brand associations by displacing them with positive ones.
- Don't try to remove negative associations through discussion; show positive counter-narratives.
