1189: The Brain Science of Branding and Spending Triggers with Leslie Zane

So Money with Farnoosh Torabi

Farnoosh Torabi

Entrepreneurship, Business

4.7 • 1.9K Ratings

🗓️ 21 April 2021

⏱️ 34 minutes

🔗️ Recording | iTunes | RSS

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Summary

What compels us to spend on certain brands over others? Guest Leslie Zane runs Triggers Brand Consulting, the first female-founded brand consultancy in the U.S.. A Harvard Business School graduate, Leslie is known in the industry for her expertise in applying brain science to branding. She was the first person to include a man in an advertisement for a baby care product. Farnoosh and Leslie discuss the "triggers" that get us to spend on certain products and services over others. Plus, Leslie's advice for women workers in today's rough job market, her own upbringing as the daughter of a Holocaust survivor and the biggest investing mistake she made. Helpful links: Triggers® Brand Consulting – https://triggers.com/ Leslie's article in Harvard Business Review - https://hbr.org/2021/02/advertisers-skip-the-platitudes-in-2021 Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

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0:00.0	Do you hear that?
0:05.5	It might sound like nothing to you, but it's actually the sound of nuclear, wind and
0:10.0	solar energy.
0:11.0	At EDF, we're busy generating more British zero carbon electricity than anyone to help
0:16.8	keep future energy costs down for everyone and help cut UK carbon emissions to nothing.
0:22.6	Sound good to you?
0:24.2	Find out more about our zero carbon generation at EDFenergy.com slash help in Britain.
0:30.7	So many episode 1189, Leslie Zayn, founder and president of brand consulting firm Triggers.
0:39.5	You're listening to So Money, with award-winning money guru, Farnoosh Narapi.
0:44.0	Each day in a 30 minute dose of financial inspiration from the world's top business minds, authors,
0:49.8	influencers and from Farnoosh ourselves.
0:53.6	Looking for ways to save on gas or double your double coupons?
0:57.2	Sorry.
0:58.2	You're in the wrong place.
0:59.2	Seeking profound ways to live a richer, happier life.
1:02.5	Welcome to So Money.
1:05.9	When I was working for a top baby care company, I came in and I said, I see that we all have
1:12.0	all these moms and babies in our advertising and I know that baby care is changing and
1:18.2	that fathers are getting more involved.
1:20.6	Let's put a dad, the first dad in a baby care commercial.
1:25.8	Our guest today is known for her expertise in applying brain science to branding.
1:32.2	Welcome to So Money, everybody.
	...

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