Brands Deserve new thinking

Traditional marketing practices no longer build business the way they used to. Our thought leadership challenges existing theories and paves the path to future success.
Scroll for the latest thinking from
TRIGGERS® team members.

  • All Brands Have Unrealized Growth Potential

    All Brands Have Unrealized Growth Potential

    By: Leslie Zane

    CMOs are experimenting with many approaches to kickstart brand growth,” observes Leslie Zane, CEO of Triggers®, “but it’s been difficult to find a winning formula. That’s why we see so many cuts in marketing spend. Marketing has lost confidence in marketing. We think that there’s a better way to rekindle growth.

    All Brands Have Unrealized Growth Potential
  • Cracking the Code on Brand Growth

    Cracking the Code on Brand Growth

    By: Professor Michael Platt & Leslie Zane

    When Dollar Shave Club founder Michael Dubin launched his now famous YouTube video in 2012, no one imagined that it would cause earth-shaking tremors under razor behemoth Gillette. But it did. The tongue-in-cheek style video explaining the Club’s many virtues had a seismic effect. The day it was released, the brand’s website crashed from huge traffic. Within 48 hours, 12,000...

    VIEW FULL STORY ON KNOWLEDGE @ WHARTON
  • In Drive To Restart The Economy, Consumers’ Subconscious Might Be Key

    In Drive To Restart The Economy, Consumers’ Subconscious Might Be Key

    By: Leslie Zane

    Recovering from a recession, and perhaps even a depression, always involves something of a Catch-22. Jump-starting an economy requires consumer confidence. But consumers only feel confident to start spending when broad economic markers are improving—or at least that’s how it appears on the surface.

    READ MORE ON NEWSWEEK
  • To Flatten The COVID-19 Curve, Target The Subconscious

    To Flatten The COVID-19 Curve, Target The Subconscious

    By: Leslie Zane

    Even now, as fears about COVID-19 have grown across the world, there are still people ignoring warnings. They’re gathering in crowds on beaches or bars (those that are still open). They’re not washing their hands nearly enough. Despite the pleas of government and health officials, some people seem to be doubling down on social gathering rather than social distancing. And...

    READ MORE ON THE SCIENTIFIC AMERICAN
  • The Mr. Peanut Super Bowl Commercial Lit Up Twitter, But It Could Still Backfire

    The Mr. Peanut Super Bowl Commercial Lit Up Twitter, But It Could Still Backfire

    By: Leslie Zane

    No brand ends the life of a mascot after more than 100 years lightly. But will this “funeral” give people a new perspective on Planters? Mr. Peanut is dead. Planters killed off the mascot in a playful pre-Super Bowl ad that portrays him as a life-saving hero. The company “leaked” the ad early, generating a ton of buzz in the...

    READ MORE ON NBC NEWS
  • To Win Support For Your Idea, Think Like A Marketer

    To Win Support For Your Idea, Think Like A Marketer

    By: Leslie Zane

    Workplaces are much like marketplaces. They’re filled with people pitching — effectively, trying to “sell” — ideas and competing to get the go-ahead from their bosses, the “buyers.” Even CEOs have to sell ideas to their boards.

    READ MORE ON THE HARVARD BUSINESS REVIEW
  • The Hidden Link Between Success And The Subconscious (Video)

    The Hidden Link Between Success And The Subconscious (Video)

    By: Leslie Zane

    What do Apple, Oprah and winning political candidates have in common? More than you might think. Through 25 years spent working with some of the world’s most iconic brands, Leslie Zane has discovered that all extraordinary successes have one thing in common and it lies deep in people’s subconscious.

    READ MORE ON TEDXCHELSEAPARK
  • Let’s Throw The Idea Of Brand Life Cycle Out The Window

    Let’s Throw The Idea Of Brand Life Cycle Out The Window

    By: Leslie Zane

    It’s a fundamental idea that has long been drilled into the minds of marketers: that brands have a predetermined lifespan. But it’s scientifically inaccurate, and leads marketers to miss tremendous opportunities.

    READ MORE ON THE MEDIA POST
  • The Most Powerful Touch Point Of All: The Subconscious

    The Most Powerful Touch Point Of All: The Subconscious

    By: Leslie Zane

    Marketers are on such a treadmill—publishing reams of content, monitoring clicks and impressions, and segmenting target groups—that their attention is often distracted away from the most powerful mechanism for accelerating growth: making their brands the instinctive choice for consumers.

    READ MORE ON ADOBE
  • Opinion: Super Bowl Ads Should Lead To Sales. Here's How They Can

    Opinion: Super Bowl Ads Should Lead To Sales. Here’s How They Can

    By: Deborah Malone

    For all the incredible sums of money they pour into Super Bowl ads, corporations should expect better results. A study found that most of those ads (80 percent) don’t increase sales. In fact, because the ads often put little focus on the brand itself, viewers are actually less likely than usual to remember the product that was advertised. These mega-commercials...

    READ MORE ON THE INTERNATIONALIST
  • Trendsetters: TRIGGERS<sup>®</sup> Leslie Zane Asserts That Every Brand Has Untapped Growth Potential

    Trendsetters: TRIGGERS® Leslie Zane Asserts That Every Brand Has Untapped Growth Potential

    By: Deborah Malone, Founder Of The Internationalist.

    Declining mall traffic, competition from direct-to-consumer brands, and concerns about transparency in managing customer data were just a few factors in 2018 that caused more marketers to think seriously about developing new brand growth strategies. Leslie Zane, Founder of Triggers®, a growth catalyst company that helps Fortune 500 brands become the dominant and instinctive brand choice believes, “Every brand, whether...

    READ MORE ON THE INTERNATIONALIST
  • Investing in Retail? <br />Here’s What to Watch For

    Investing in Retail?
    Here’s What to Watch For

    By: Leslie Zane

    “A cloud of confusion has hung over retail in recent days, after disappointing holiday earnings from Macy’s and Kohl’s sent stocks “reeling,” and gave “investors 2019 jitters.” Outperform rating. But because those numbers weren’t as impressive as a year earlier, its stock took a dip. Kohl’s also posted same-store sales growth, but by just 1.2%, creating a stark contrast from...

    READ MORE ON BARRONS.COM
  • Don't Let Marketing Personalization Kill Your Brand

    Don’t Let Marketing Personalization Kill Your Brand

    By: Leslie Zane

    Brand managers are under intense pressure to personalize their marketing efforts. McKinsey calls data activation and personalization the heartbeat of modern marketing. Netflix is becoming a global giant by using machine learning to power personalization for customers. But there’s a big danger to personalization as well. When done right, it can give managers unprecedented access to buyers at the right...

    VIEW FULL STORY ON MIT SLOAN REVIEW
  • How And Why Does <br />Consumer Behavior Change?

    How And Why Does
    Consumer Behavior Change?

    By: Leslie Zane

    How can you change consumer behavior? This is one of the biggest questions corporations face. But it’s also much more than that. It speaks to political campaigns, social movements, and anything else that requires winning over proverbial “hearts and minds.” How can you change consumer behavior? This is one of the biggest questions corporations face. But it’s also much more...

    VIEW FULL STORY ON FORBES.COM
  • Five Ways to Score Big in the Super Bowl Ad Game

    Five Ways to Score Big in the Super Bowl Ad Game

    By: Leslie Zane

    It’s easy to get caught up in the hype about Super Bowl commercials, but at $5 million per 30-second spot, we think advertisers shouldn’t settle for people talking about their brand the next day, they should achieve top-line growth. So here are the TRIGGERS® five principles from our Advertisers’ “Playbook” to ensure that our clients get the most bang for...

    READ MORE
  • 5 Ways To Fail At Emotional Marketing

    5 Ways To Fail At Emotional Marketing

    By: Leslie Zane

    If you want to succeed at emotional marketing, the last thing you should do is communicate emotion. While this might seem counterintuitive, over 23 years of case studies at the TRIGGERS® proves that emotion is the output to be achieved not the input. Here are the top 5 ways companies fail at emotional marketing today: 1. Overpromise, under-deliver When a...

    READ MORE
  • If You Want to Build Superiority, Don’t SAY YOU’RE SUPERIOR

    If You Want to Build Superiority, Don’t SAY YOU’RE SUPERIOR

    By: Leslie Zane

    Managers spend lots of time and money trying to substantiate claims that their brand is better than the competition: “Consumers prefer Coffee A over Coffee B, two to one! ” “Eighty-percent of microbiologists polled agree that Scrubbing Agent X kills germs more effectively than Scrubbing Agent Y!” Superlatives are trotted out like racehorses, but they don’t guarantee a winning message....

    READ MORE

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