Discover your brand’s Triggers®:The specific verbal and visual cues that make your brand the first choice for more buyers.
The implicit barriers that prevent purchase.
The true drivers that make Core Users buy.
The vulnerabilities you can attack in your competitor’s Brand Connectome®.
Visual and verbal triggersWhat people see and hear
The memories they activateBelow the surface, where choice is made
Words
Color
Imagery
Packaging
Digital
Ads
Sales
Events
Innovation
What the map reveals: the true drivers that make Core Users buy, the implicit barriers that hold back competitive users, and the vulnerabilities in your competitor’s Brand Connectome®.
Actual Brand Connectomes® will be shared in a live meeting. An actual Connectome® holds hundreds of associations, linked to one another, that we decode.
1Map
See your brand in your buyers' minds.
Your brand is a memory network: the specific memories and associations that decide which brand people reach for. We map that Brand Connectome® for your core customers, your growth target and your competitors, through primary research with the buyers you want to win.
The output is your Growth Diagnosis: why people choose you, why they don’t, and what has to change.
We integrate our philosophy, methodology and growth system into your organization so everyone can put them to work. Your teams learn to write stronger briefs, evaluate campaigns against the principles and use practical checklists to guide decisions.
Together, we monitor how the work performs in market and optimize it for continuous improvement.
Stronger briefs and campaign evaluation
Checklists your teams can put to work
In-market monitoring and continuous optimization
See how Triggers® changes the game.
Conventional marketingTriggers® marketing
Insights
Conventional marketing
Reveal shared truths based on what people say or what can be observed, but not the patterns behind why they buy or how to change their behavior.
Triggers® marketing
Map the Brand Connectome® to reveal implicit barriers and drivers that prevent or propel growth.
Persuasive method
Conventional marketing
Convince people to buy with compelling messages and rational arguments.
Triggers® marketing
Embed succinct visual and verbal cognitive shortcuts (Triggers®) packed with positive associations that grow the Brand Connectome®.
Metric
Conventional marketing
Measure effectiveness based on stated intention to buy.
Triggers® marketing
Measure the growth in the positive associations that build salience, change behavior, and drive sales.
Goal
Conventional marketing
Loyalty: Use rewards and incentives to make people buy.
Triggers® marketing
Instinctive Preference: Grow the Connectome® in the mind so buyers choose your brand automatically.
Impact
Conventional marketing
Tests well, with unpredictable sales impact.
Triggers® marketing
Brand sales growth.
Triggers® for every way associations are created and stored.
Every brand has Triggers® that can make it the first choice. These succinct cognitive shortcuts are jam-packed with positive associations and meaning. Some are hiding in plain sight. Others are waiting to be discovered. When your brand connects with a positive Trigger®, it can inherit the associations that come with it, growing the Brand Connectome® quickly. Find out which words, images, experiences and sounds can grow your brand in buyers’ minds.
Verbal Triggers®
Words that bring a wealth of positive meaning to mind in an instant.
1
Color Cues®
Colors that activate associations before a word is read.
2
Distinct Brand Triggers®
Combine an Image Trigger® with a distinctive brand asset to create the most powerful Trigger® of all.
3
Package Triggers®
Cues on the pack that make your brand instinctively recognizable and desirable.
4
Digital Triggers®
Thumb-stopping digital content that builds positive associations across the buyer’s journey.
5
Image Triggers®
Images that transfer powerful positive associations to your brand.
6
CX (Experience) Triggers®
Experiences that create positive associations people carry with them.
7
Sonic Triggers®
Sounds that instantly bring positive associations to mind.
8
New Product Triggers®
Help something new feel familiar and distinctive, connecting it to positive associations buyers already know.
9
Integrated into ads, messaging, sales conversations, events and more.
Put your Triggers® to work in one quarter.
From Brand Immersion to your Growth Blueprint in twelve weeks, followed by ongoing work to put the system into practice.
Weeks 1–2
Brand Immersion
We immerse ourselves in your category and what you already know, review your current research, interview stakeholders and assess your existing marketing.
Weeks 2–6
Map
We map the Brand Connectome® through research with your buyers and a competitive read, revealing the barriers and drivers of growth.
Weeks 6–12
Trigger®
We identify and test the Triggers® that build positive associations and create your Growth Blueprint.
Ongoing
Grow
Integrate the growth system across your teams, monitor its impact in market and optimize for continuous improvement.
The science of going deeper.
Triggers® uses Generative Memory Retrieval.
Our MemoryStream™ research methodology guides buyers through their memories, one answer at a time. Each recalled detail becomes a cue for the next, bringing the implicit associations that drive choice to the surface.
Triggers® MemoryStream™ works like generative AI: each answer becomes the prompt for the next. Ask for a quick reaction and you get what’s on the surface. Explore each memory step by step, and it chains its way down to the associations that actually drive choice.
AI chains generate new content; memory chains recover and rebuild stored experience. The comparison is an analogy.
