Your brand already lives in people's minds.
The Brand Connectome® is the map of your brand in their brain: what pulls people toward you, what holds you back, and what you need to own next.
Be the first choice.
Buyers' instinctive preference for your brand comes from years of associations and memories. The Brand Connectome® is a visual map of those associations across distinct categories, showing what associations drive preference and where you have barriers and gaps.
- The implicit barriers that hold back competitive users.
- The true drivers that make Core Users buy.
- The vulnerabilities you can attack in your competitor’s Brand Connectome®.
Stronger networks. Instinctive preference.
Brands are networks of associations in the buyer’s mind. Larger, stronger networks build instinctive preference. Gaps give competitors room to build associations that disrupt and displace you.
Example: an over-the-counter pain reliever.
Your brand
Dense network, a gap in expertise
A competitor
Building where you’re vulnerable
- Strong association
- An association or memory
The Growth Blueprint shows your team where to capture more of your growth target and how to close the gaps competitors can exploit.
Illustrative and simplified. Not a client map.
Common questions
What is a Brand Connectome®?
A detailed map of the network of memories and associations about your brand in the consumer's brain. It has been building for years, and it is already there before you spend a dollar on marketing. Everything people already think and feel about your brand, and how tightly each of those things is tied to it.
Why do instinctive memories drive the sale?
Because people rarely compare. They reach for whichever brand feels like the obvious answer to what they need right now. The brand with instinctive preference gets the purchase, regardless of what the other brands promise.
How do you find the associations with your brand?
We’ve worked with behavioral scientists to create a unique way of eliciting memories and associations from your consumers that go beyond what they tell you about your brand, called MemoryStream™.
What does Triggers deliver to clients?
A visual map of your brand in your core and growth targets’ memory, your competitors’ brands mapped the same way, and a comprehensive Growth Blueprint: the Triggers® to keep, stop and add across visuals, words, color, sounds and experiences. Your team, sellers and agency can brief and create from a proven strategy, so your creative works because it follows the strategy rather than serving as a test of it.
“Triggers’ work uncovering the instinctive drivers of health plans became the foundation of our brand work, our messaging, our imagery and even our member experience. This led to accelerated share increases in Medicare and Small Business.”
A few of our clients
- Kraft Heinz
- McDonald’s
- Colgate
- MetLife
- PepsiCo
- Rite Aid
- Ragú
- Aetna
- Kenvue
How the brain shapes choice, every time.
The brain stores everything we know as a web of connected memories and associations. Our beliefs about politics, religion and family live in that web, and so do our beliefs about brands. A Brand Connectome® maps the part of that web that shapes how people choose your brand.
Our founder Leslie Zane laid it out in The Power of Instinct. Start there, or subscribe to The Real Triggers for what we’re learning now.
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What is your brand connected to?
We’ll find what’s really standing in the way, and show you something you don’t already know.
Book a growth conversation