Welcome to the What's Next! Podcast with Tiffani Bova.
I’m eager to welcome Leslie Zane to the show this week. She is the founder of Triggers, a CMO advisory firm rooted in behavioral science, where she champions the primacy of the instinctive mind in brand decisions. In her new book, The Power of Instinct, she shows how traditional persuasion tactics fall short to grow a brand, business, or even a social movement, and she shows what techniques work instead.
THIS EPISODE IS PERFECT FOR… leaders and marketers who want to build stronger, more memorable brands.
TODAY’S MAIN MESSAGE… do you ever wonder why some brands stick in your mind while others fade away? In this episode, Tiffani Bova chats with Leslie Zane to uncover how our instincts drive our decisions. We dive into the fascinating world of instinctive marketing and learn how tapping into the unconscious mind can transform brand loyalty.
Key takeaways:
Brands are built on accumulated memories and associations in the subconscious mind yet traditional marketing focuses on controlling the conscious mind
Direct persuasion often fails. Influencing the instinctive brain is a far faster path to change
Superior products don’t always win in the marketplace but the brands that create perceived superiority
WHAT I LOVE MOST… the difference between competitive advantage and instinctive advantage. Leslie says when a brand creates more positive associations than their competition, that's the moment a customer will make a switch.
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