The Brand Connectome®

YOUR BRAND ALREADY LIVES IN YOUR CUSTOMER’S MEMORY. THIS IS THE MAP OF IT.

Every brand sits in memory as a web of associations, built over years, and that web decides which name feels obvious long before anyone compares. We map yours: what is pulling people toward you, what is holding you back, and what you need to own next.

Mapped in weeks.

Take action next quarter.

Side by side

THE BRAND WITH MORE ASSOCIATIONS DOES NOT WIN. THE BRAND WITH THE RIGHT ONE DOES.

Two brands in the same category, mapped the same way. One holds far more in memory. The other holds the association that actually decides the purchase, and takes the sale.

Your brand

Many links, wrong one missing

Strong associations, densely linked to each other and to almost nothing that decides a purchase.

A competitor

Fewer links, owns the decisive one

A thinner picture overall, wired directly to the one association that settles the choice.

Owns the decisive associationWeak or missing linkAn association held in memory

Simplified for illustration. Not a client map.

What is a Brand Connectome®?

Everything people already think and feel about your brand, and how tightly each of those things is tied to it. It has been building for years, and it is already there before you spend a dollar on marketing.

Why do instinctive memories drive the sale?

Because people rarely compare. They reach for whichever brand feels like the obvious answer to what they need right now. The brand that owns that one association gets the hand, whatever the others are saying.

How do you find the associations with your brand?

We ask your buyers questions built to get past the tidy answers people give to sound reasonable, then measure which associations are genuinely attached to your brand and how strongly. It takes weeks, not quarters.

What does Triggers deliver to clients?

A visual representation of your brand in your core and growth targets’ memory, your competitors’ brands mapped the same way, and a strategy: what to keep, what to stop, what to start. Visuals, words, color, sounds, experiences. Specific enough that your team, your sellers and your agency can brief from it and act on it now, not next quarter.

who we work with

IN THEIR WORDS

“Triggers’ work uncovering the instinctive drivers of health plans became the foundation of our brand work, our messaging, our imagery and even our member experience. This led to accelerated share increases in Medicare and Small Business.”

David Edelman CMO, Aetna

THE THINKING BEHIND IT

We don’t keep the science a secret. It’s decades of work on how memory shapes choice, and we write about it openly so you can use it whether you hire us or not.

Our founder Leslie Zane laid it out in The Power of Instinct. Start there, or subscribe to The Real Triggers for what we’re learning now.

Read the Power of Instinct