Work From The Inside Out 96: Build Your Brand at an Instinctual Level with Leslie Zane
Leslie Zane began her career at blue-chip companies, where she witnessed the success of marketing initiatives as hit or miss. Her ideas about marketing differed from conventional wisdom and weren't always welcome inside the organization. She felt strongly that branding should be more than just pretty pictures and clever ad campaigns.
So Leslie struck out on her own and founded Triggers® with the express mission of consistently increasing revenue for her clients. Over the past 25 years, her company has a track record of growth through its unique expertise in changing brand preference at the instinctual level.
The vast majority of decisions people make, whether in the grocery store aisle, on Amazon, or at the voting booth, are instinctive. Leslie has uncovered what lies inside the mental shortcuts people use to make those decisions: networks of associations and memories. She calls these the Brand Connectome. These networks are malleable. People can be influenced to change their minds. Leslie’s work demonstrates how and the results are visible.
She applies these same instinctual lessons to some of the most crucial, systemic issues of our time and helps companies understand the roots of unconscious bias. She is also working with social organizations to tackle racism.
For my subscribers only, you can download a free gift: Leslie’s 5 New Rules of Marketing.
In this week’s Work From The Inside Out podcast, learn more about Leslie’s journey:
- Nicknamed Miss Question by her business school classmates, Leslie’s endless intellectual curiosity fueled her search for the elusive key to changing customer behavior.
- She has been published in the Harvard Business Review, Knowledge@Wharton, MIT Sloan Review, Forbes, Ad Age, CMO.com, Barrons, and her recent perspectives on driving business growth during COVID were just published in Newsweek.
Learn more and connect with Leslie here:
- Website
- Get your giveaway HERE: https://lesliezane.com/work/
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