Leslie Zane

The Power of Instinct (eBook, ePUB)

The New Rules of Persuasion in Business and Life

• Format: ePub

Produktbeschreibung

A renowned branding consultant and behavioral psychologist shows readers how to appeal to the hidden brain where instinct prevails, creating a network of connections that convince people to buy into your product, idea, or vision. People don't decide with their conscious brain, but by instinct. And according to marketing expert Leslie Zane, if you want to promote a product, an idea, or yourself, you have to connect with your audience on an instinctive level. To do this, you need to understand the neuroscience of consumer choice and employ techniques that work with a person's brain, not against it. The more positive impressions we have with a particular brand, the more neural connections are formed. These impressions accumulate, sprouting into an entire ecosystem of branch-like associations. Then, when we encounter a product or idea, we make split-second decisions based on those impressions. With this science as your guide, as well as case studies from the biggest brands like Apple, McDonald's, and Google, you'll learn: ·How to leverage what's familiar, rather than what's unique, for maximum impact; ·What kind of messages create the greatest number of positive associations; ·Why emotional stories aren't enough to lead to long-term gains or brand loyalty. Whether you're an entrepreneur, Fortune 500 executive, marketing professional, or job hunter, mastering the power of instinct will help you supercharge growth and become the best, most immediate choice for your audience.

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Produktdetails

• Verlag: PublicAffairs
• Erscheinungstermin: 18. Juni 2024
• Englisch
• ISBN-13: 9781541703872
• Artikelnr.: 69087159

Autorenporträt

Leslie Zane is an award-winning marketer, TEDx speaker and the foremost authority in harnessing the instinctive mind to accelerate brand and business growth. Like many pioneers, Zane's ideas were dismissed early on. In 1995, she founded Triggers®, a CMO advisory and the first brand consulting firm rooted in behavioral science, where she continued to champion the primacy of the instinctive mind in brand decisions. With her groundbreaking discoveries in boosting salience, the Brand Connectome® and Growth Triggers®, Zane and her team have delivered over 2X incremental revenue growth for their Fortune 100 clients. Today, Triggers' strategies are evident in diverse fields from consumer-packaged goods, health care and insurance to fighting racism and anti-Semitism, showcasing its versatility. An alumna of Yale, Harvard Business School and Bain & Company, Zane is a recipient of the Congressional Women of Distinction and the Ogilvy Award. In 2021, she coined the term "Covid-stasis" forecasting the pandemic's lasting psychological and behavioral effects. Zane has been published in prestigious publications including Knowledge@Wharton, Harvard Business Review, World Economic Forum, Newsweek and Ad Age. Zane is a board member of El Centro Hispano, the leading non-profit empowering Hispanic immigrants with skills to thrive in the United States.