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Leslie Zane on Breaking the Rules with Subconscious Marketing
On this episode of Marketing for Good, Erica is joined by Leslie Zane to talk about subconscious versus conscious marketing (which is what the vast majority of marketing is). They discuss the premise that instinct most often guides our decision-making rather than conscious thought. Leslie gives examples of marketing and branding strategies that use subconscious thought to drive sales and gain market share. They also talk through the physicality of thoughts, cause competency, brand connectome, and the opportunity for brands to emerge from COVID most distinctively.
Resources Referenced:
Triggers: www.triggers.com
MFG Episode 30: https://podcasts.apple.com/us/podcast/marketing-the-new-normal/id1510085905?i=1000510496087
Leslie’s TEDx talk: https://www.youtube.com/watch?v=zix4MSVPbrk
Leslie’s most recent Harvard Business Review article: https://hbr.org/2021/02/advertisers-skip-the-platitudes-in-2021
FedEx Commercial: https://www.youtube.com/watch?v=xQYDcR3YAUo
About Leslie:
Known in the industry for her expertise in applying brain science to branding, Fortune 500 CMOs rely on Leslie Zane to help them achieve what had previously been near impossible: accelerate revenue and share growth at the same level of marketing spend.
Zane has discovered what every top executive wants to know: the secret to changing instinctive brand behavior. While most marketing efforts create a temporary boost in sales, Zane helps CMOs alter the Brand Connectome®, the hidden neural network that dictates consumers’ instinctive brand preference--the brand choices they make on autopilot.
A Yale University and Harvard Business School graduate, Zane began her career at top companies including Bain, P&G and Johnson & Johnson and was surprised by the hit-or-miss nature of marketing initiatives. Zane maintained that what consumers say is unreliable and that indirect cues were more effective than superlative claims in driving conversion. But, like many unconventional thinkers, her ideas were often dismissed. More than 16 years before Daniel Kahneman popularized behavioral economics, Zane founded Triggers® on the premise that instinct rather than conscious thought guided brand decisions and her company has been delivering superior results ever since. Triggers was also the first brand consultancy founded by a woman. A TEDx speaker, Zane has been published in the Harvard Business Review, Knowledge@Wharton, MIT Sloan Review, Forbes, Ad Age, CMO.com, Barron’s, Newsweek, Mediapost, Scientific American and more.
Connect with Leslie:
Website: www.triggers.com
LinkedIn: https://www.linkedin.com/in/lesliepicotzane/
Twitter: https://twitter.com/Leslie_Zane
Connect with Erica:
Website:
http://www.claxonmarketing.com/
https://claxonuniversity.com/
Twitter: https://twitter.com/EricaMillsBarn
LinkedIn: https://www.linkedin.com/in/ericamillsbarnhart/
Email: [email protected]
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By Erica Barnhart
5
5252 ratings
On this episode of Marketing for Good, Erica is joined by Leslie Zane to talk about subconscious versus conscious marketing (which is what the vast majority of marketing is). They discuss the premise that instinct most often guides our decision-making rather than conscious thought. Leslie gives examples of marketing and branding strategies that use subconscious thought to drive sales and gain market share. They also talk through the physicality of thoughts, cause competency, brand connectome, and the opportunity for brands to emerge from COVID most distinctively.
Resources Referenced:
Triggers: www.triggers.com
MFG Episode 30: https://podcasts.apple.com/us/podcast/marketing-the-new-normal/id1510085905?i=1000510496087
Leslie’s TEDx talk: https://www.youtube.com/watch?v=zix4MSVPbrk
Leslie’s most recent Harvard Business Review article: https://hbr.org/2021/02/advertisers-skip-the-platitudes-in-2021
FedEx Commercial: https://www.youtube.com/watch?v=xQYDcR3YAUo
About Leslie:
Known in the industry for her expertise in applying brain science to branding, Fortune 500 CMOs rely on Leslie Zane to help them achieve what had previously been near impossible: accelerate revenue and share growth at the same level of marketing spend.
Zane has discovered what every top executive wants to know: the secret to changing instinctive brand behavior. While most marketing efforts create a temporary boost in sales, Zane helps CMOs alter the Brand Connectome®, the hidden neural network that dictates consumers’ instinctive brand preference--the brand choices they make on autopilot.
A Yale University and Harvard Business School graduate, Zane began her career at top companies including Bain, P&G and Johnson & Johnson and was surprised by the hit-or-miss nature of marketing initiatives. Zane maintained that what consumers say is unreliable and that indirect cues were more effective than superlative claims in driving conversion. But, like many unconventional thinkers, her ideas were often dismissed. More than 16 years before Daniel Kahneman popularized behavioral economics, Zane founded Triggers® on the premise that instinct rather than conscious thought guided brand decisions and her company has been delivering superior results ever since. Triggers was also the first brand consultancy founded by a woman. A TEDx speaker, Zane has been published in the Harvard Business Review, Knowledge@Wharton, MIT Sloan Review, Forbes, Ad Age, CMO.com, Barron’s, Newsweek, Mediapost, Scientific American and more.
Connect with Leslie:
Website: www.triggers.com
LinkedIn: https://www.linkedin.com/in/lesliepicotzane/
Twitter: https://twitter.com/Leslie_Zane
Connect with Erica:
Website:
http://www.claxonmarketing.com/
https://claxonuniversity.com/
Twitter: https://twitter.com/EricaMillsBarn
LinkedIn: https://www.linkedin.com/in/ericamillsbarnhart/
Email: [email protected]