Triggers® | Home

Top-line growth is becoming harder to achieve. And traditional marketing efforts no longer deliver. Triggers^® is a brand strategy and innovation firm that specializes in actually changing consumers’ minds — to drive the growth you need.

The spark
that changes
consumers’ minds.

Brand
Triggers ^®

We uncover the true drivers of brand growth. By tapping into universal positive associations, we change how your brand is experienced. Drawing on the latest findings in behavioral economics, Brand Triggers^® growth strategy service drives emotional connection and shifts brand preferences.

We’ve created more than

$2 billion

in incremental revenue* for the
world’s most iconic Fortune 100 brands. *For new products and existing brands over a 23-year period

“ There is a direct connection between Triggers^® work and the growth trajectory of a brand— they have an immediate impact on topline revenue. "

-Fred Ehle, Former VP, McDonald’s

“ Ownable differentiation is the holy grail in marketing. This process offers a brand the ability to identify that. "

-Fred Ehle, Former VP, McDonald’s

“ Triggers^®’ discoveries led us in a totally different direction. It was an amazing win. Very exciting and gratifying. This is what companies need. ”

- Elyse Kane, VP, Colgate-Palmolive

“ It’s rare that you find a brand strategy company that is willing to commit to revenue growth based on the work that they’re delivering. ”

- Dawn McAvoy, VP of Marketing, Aetna

“ They find the secret code that puts the brand on the path to success. ”

- Dawn McAvoy, VP of Marketing, Aetna

“ They delivered a big unlock for us. It changed the marketing direction, how we talked about the brand, how we talked about innovation. A big change for us. ”

- Dan O’Leary, Former Senior Director, Kraft

“ Triggers^® finds the levers to be pulled to trigger the key associations to make your story resonate with your prospect. ”

- Eugenio Perrier, Global CMO, Sabra

“ Working with Triggers^® will fundamentally transform a brand’s business prospects. ”

- Michael Farmer, CEO, Farmer & Company

Former Bain & Co Partner, Head of London, Paris, and Munich Offices

“ Triggers^® has a unique way of diagnosing brands that gets to the root of what is holding back brand growth. It should be one of the first things a CMO does. ”

- Michael Farmer, CEO, Farmer & Company

Former Bain & Co Partner, Head of London, Paris, and Munich Offices

our clients

70 categories	up to 300% brand growth	95% repeat clients
23 years in business	2X average advertising ROI	+10pts new product purchase intent

OUR PROCESS

Associations

triggers^®

engagement

Brand Triggers^® growth strategy service is the only proven approach for actually elevating brand perceptions in consumers' minds.

“We believe that
brands are
infinitely elastic
and have the
power to change
and evolve.”

- Leslie Zane

Triggers^® Founder

...and they can do so across
consumers, categories and continents.

our partners

For 23 years we've been working together to drive consistent growth for our clients.

LESLIE ZANE

Founder & President

A visionary thought leader, Zane has been creating disruptive growth for clients for over 23 years. Her single-minded focus on achieving real results for clients has led to some of the most important discoveries about brand decision-making. Prior to Triggers^®, Zane received her brand management training at Revlon, Johnson & Johnson and P&G Cosmetics, which ignited her interest in the relationship between imagery and emotion. Zane began her career in consulting at Bain, graduated from Yale, and received her MBA from Harvard Business School.

Tom Gosline

VP & Brand Strategist

Gosline is a respected brand and innovation specialist with a 23 year hands-on track record of building brands in U.S. and international markets. He joined Triggers^® after being a client for a decade at PepsiCo and Kraft Foods. Previously, Gosline was Senior Director Experience Design at PepsiCo’s Frito-Lay and Director of Consumer and Shopper insights at Quaker. Gosline also spent a decade leading global innovation at Kraft. He received his BA from Northwestern and MBA from Kellogg.

Let us help
build, elevate
and revitalize your brand.
Contact us.

CALL US

(914) 273-0310

eMAIL US

info@triggers.com

MAKING BRANDS WORK ™

“ There is a direct connection between Triggers® work and the growth trajectory of a brand— they have an immediate impact on topline revenue. "

-Fred Ehle, Former VP, McDonald’s

“ Ownable differentiation is the holy grail in marketing. This process offers a brand the ability to identify that. "

-Fred Ehle, Former VP, McDonald’s

“ Triggers®’ discoveries led us in a totally different direction. It was an amazing win. Very exciting and gratifying. This is what companies need. ”

- Elyse Kane, VP, Colgate-Palmolive

“ It’s rare that you find a brand strategy company that is willing to commit to revenue growth based on the work that they’re delivering. ”

- Dawn McAvoy, VP of Marketing, Aetna

“ They find the secret code that puts the brand on the path to success. ”

- Dawn McAvoy, VP of Marketing, Aetna

“ They delivered a big unlock for us. It changed the marketing direction, how we talked about the brand, how we talked about innovation. A big change for us. ”

- Dan O’Leary, Former Senior Director, Kraft

“ Triggers® finds the levers to be pulled to trigger the key associations to make your story resonate with your prospect. ”

- Eugenio Perrier, Global CMO, Sabra

“ Working with Triggers® will fundamentally transform a brand’s business prospects. ”

- Michael Farmer, CEO, Farmer & Company

Former Bain & Co Partner, Head of London, Paris, and Munich Offices

“ Triggers® has a unique way of diagnosing brands that gets to the root of what is holding back brand growth. It should be one of the first things a CMO does. ”

- Michael Farmer, CEO, Farmer & Company

Former Bain & Co Partner, Head of London, Paris, and Munich Offices

“ There is a direct connection between Triggers^® work and the growth trajectory of a brand— they have an immediate impact on topline revenue. "

“ Triggers^®’ discoveries led us in a totally different direction. It was an amazing win. Very exciting and gratifying. This is what companies need. ”

“ Triggers^® finds the levers to be pulled to trigger the key associations to make your story resonate with your prospect. ”

“ Working with Triggers^® will fundamentally transform a brand’s business prospects. ”

“ Triggers^® has a unique way of diagnosing brands that gets to the root of what is holding back brand growth. It should be one of the first things a CMO does. ”