“Persuasion is a clash with the conscious mind; we need to work with the brain, not against it.” – Leslie Zane

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In a recent episode of “Joseph Jaffe is Not Famous,” I had the pleasure of hosting Leslie Zane, an award-winning marketer and the author of “The Power of Instinct.” Leslie’s groundbreaking work delves into the intricate workings of the human mind and how it impacts brand growth and consumer behavior. Her insights are a beacon for marketers seeking to navigate the complex landscape of consumer decision-making.

Some of the key takeaways from this episode include:

1. Marketers should focus on influencing the unconscious mind, where most decisions are actually made, rather than just trying to persuade the conscious mind.
2. Brands need to build a strong “connectome” of positive associations in the brain, not just try to be unique or stand for one thing.
3. Familiarity and distinctiveness are more powerful than pure uniqueness when it comes to brand positioning.
4. Brands need to evolve over time, but in an authentic way that retains positive associations while addressing negative ones.
5. Understanding the growth target and their implicit barriers is key to driving brand growth, rather than just focusing on the existing customer base.

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Here are the show notes: 

Marketing and decision-making, focusing on the unconscious mind. (10:29)

Marketing strategies and debunking common misconceptions. (16:58)

Growing healthy brands by creating salient, positive connections in the brain. (22:30)

Brand positioning and the role of connections in the brain. (28:42)

Marketing strategies and the importance of familiarity vs. uniqueness. (34:34)

Marketing strategies for brands, including evolution vs revolution. (39:36)

Marketing strategies for growth, including understanding the growth target and taking down negative associations. (45:28)

Marketing strategies, brand identity, and consumer behavior. (54:40)

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“It is impossible to overlook the extent to which civilization is built upon a renunciation of instinct.” – Sigmund Freud

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