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Saas District - Akeel Jabber | HoriZen Capital Episode 61, 19th November 2020

Instinctive Marketing, a Branding Showdown & the Subconscious Path to Disruptive Growth With Leslie Zane #61

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48:21

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Leslie Zane is the president and founder of Triggers, a brand consultancy company that changes customer behavior to accelerate revenue growth.

Her curiosity drives her search for the key to changing customer behavior and what some of the companies she works with call “the holy grail of marketing”. 

As a former brand manager, Leslie discovered the effectiveness of indirect messaging rather than direct persuasion, where reaching consumers meant tapping into their aspirational desires. She created the center for emotional marketing that eventually became Triggers.

Over the past 25 years, the company has developed a track record in accelerating growth through its unique expertise in changing instinctive brand purchase. Leslie received her BA from Yale University and her MBA from Harvard Business School. She brings her unique Triggers system not just to businesses, but to organizations, campaigns, and more, which we’ll get into on today’s episode.

During this interview we cover:

  • 00:00 - A word From The Sponsor
  • 01:02 - Intro
  • 02:35 - Leslie’s Background
  • 03:58 - The Epiphany Moments That Set The Path For Developing Triggers
  • 09:05 - Subconscious Marketing VS Conscious marketing
  • 13:36 - Why is it Important for SaaS Companies 
  • 15:26 - The Brand Connectome & The Holy Grail Of Marketing
  • 21:05 - Cracking The Code On Brand Growth
  • 25:33 - Expanding your Footprint & Positive Associations for Your Brand
  • 27:49 - The Subconscious Advantage, a Contrast To Competitive Advantage
  • 31:56 - Brand Showdown (MailChimp VS Reachmail) How to Compete With the Leaders on The Space & Improve your Brand.
  • 41:29 - Top Resources For Leslie’s Success & Path
  • 44:08 - What does Success Mean To Leslie Today
  • 46:12- The Message Leslie Wants You To Leave With
  • 47:07 Outro

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