The New Rules of Branding and Persuasion with Leslie Zane
Award-winning Fortune 500 brand consultant and behavioral expert Leslie Zane points to new behavioral science research that suggests conventional marketing wisdom is wrong when it recommends that brands target their core customers, differentiate themselves from the competition and use emotional appeal to drive purchasing. Instead, Zane recommends three alternative, science-based approaches for building brand preference.
Listen as Leslie Zane shatters the myths of brand awareness, emotional appeal and differentiation and even explains the continued popularity and appeal of former President Donald Trump.
Topics covered in this video include:
01:17 - How 95% of your decisions are made on instinct, not logic
02:46 - But isn’t B2B buying more rational?
04:06 - How understanding human decision-making led to breakthroughs in Artificial Intelligence (AI)
05:41 - Improve results by tapping into the subconscious
08:27 - Why brands should tap into instinctive triggers, not emotions
10:19 - The hidden connections that are driving your choices
13:23 - Why differentiation is actually an impediment to growth
16:06 - How to understand the continued popularity of former President Donald Trump
18:22 - How to rescue a brand that has turned off its customers
20:24 - Track positive associations, not brand attributes or satisfaction
22:47 - What marketers can do right now to start improving their results
Video mentions include: artificial intelligence, AI, Daniel Kahneman, Gerald Zaltman, Donald Trump, Victoria’s Secret, Kohl’s, brand marketing, advertising, content marketing
