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Key Take Aways
Marketing approaches need to leverage the unconscious mind, which influences 95% of decision making.
The traditional model of persuasion in marketing is based on the conscious mind, but the unconscious mind is the key driver of decisions.
The Brand Connectome is the cumulative memories connected to a brand in the consumer's mind, influencing their choices.
A healthy Brand Connectome is characterized by physical salience, a higher ratio of positive to negative associations, and clarity.
Challenger brands can disrupt legacy brands by addressing weaknesses and creating positive associations quickly.
Growth Triggers are key elements that activate consumer instincts and drive brand preference and loyalty.
Growth Triggers can include sensory cues, social cues, emotional benefits, and extended benefits.
Understanding and leveraging Growth Triggers is essential for accelerating brand and business growth.
Marketers should focus on cr...
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