Synopsis
A renowned branding consultant and behavioral psychologist shows readers how to appeal to the hidden brain where instinct prevails, creating a network of connections that convince people to buy into your product, idea, or vision.
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About the Author
Leslie Zane is an award-winning marketer, TEDx speaker and the foremost authority in harnessing the instinctive mind to accelerate brand and business growth.
Like many pioneers, Zane's ideas were dismissed early on. In 1995, she founded Triggers®, the first brand consulting firm rooted in behavioral science, where she continued to champion the primacy of the instinctive mind in brand decisions.
With her groundbreaking discoveries in boosting salience, the Brand Connectome® and Growth Triggers®, Zane and her team have delivered over $20bb in incremental revenue growth for their Fortune 100 clients. Today, Triggers' strategies are evident in diverse fields from consumer-packaged goods, health care and insurance to fighting racism and anti-Semitism, showcasing its versatility.
An alumna of Yale, Harvard Business School and Bain & Company, Zane is a recipient of the Congressional Women of Distinction and the Ogilvy Award. In 2021, she coined the term "Covid-stasis" forecasting the pandemic's lasting psychological and behavioral effects. Zane has been published in Knowledge@Wharton, Harvard Business Review, World Economic Forum, Newsweek and Ad Age among others. Zane is a board member of El Centro Hispano, the leading non-profit empowering Hispanic immigrants with skills to thrive in the United States.
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