Soar to Success September 2020

Leslie Zane Helps Her Clients Soar to Success Using Innovative Marketing C ompanies that want their product to be the dominant choice in the marketplace turn to Leslie Zane. Leslie is the founder of Triggers® Growth Strategy, a brand consulting firm that helps clients accelerate growth by changing customers’ purchase behavior at the instinctual level. Leslie began her career in corporate America working at Fortune 500 companies. She learned from the best but found that traditional marketing approaches were surprisingly hit or miss. So, in 1995, she founded Triggers® Growth Strategy, the first woman-owned brand consulting firm in the country and built a process to help companies drive revenue growth consistently. Over time, she made a breakthrough discovery: “to grow in the market, you first have to grow physically in the mind.” No matter what the size of your business, the physical expansion of your brand is key to gaining share. Leslie discovered at an early stage in her working career that our brains are influenced by cumulative memories and associations connected to brands—some going back as far as childhood. For example, when a shopper goes to the supermarket to buy orange juice, they reach for their brand automatically—virtually on autopilot. This is because their “go to” brand has an abundance of positive associations -- picking an ripe orange from a tree, the brand their Mother used when they were growing up, fresh taste, quality, ease of opening the container, color,