Cutting-edge Marketing Insights with Leslie Zane
CURT NICKISCH: Welcome to the HBR IdeaCast from Harvard Business Review. I’m Curt Nickisch.
Revolutionizing Marketing Strategies
Elias St. Elmo Lewis is the 19th century advertising pioneer who came up with the marketing and sales funnel. That’s the idea that to earn a loyal customer, you have to take people through a series of stages.
The Power of Instinct in Marketing
She says, “People are actually pretty obstinate and persuadable.” She says, “The right way to think about marketing is that it lives and dies by instinct.” Here to explain how to market better, whether it’s a century old brand, a brand new product, or your own personal brand is Leslie Zane.
Overcoming Traditional Marketing Practices
Traditional marketing is built on the premise that the conscious brain makes its decisions, and we need to muster a whole bunch of arguments in order to convince the conscious mind to do what we want it to do.
Tapping Into Consumer Instincts
What we now understand is that the way brands exist in the mind is a much more organic structure than we thought before. Brands actually have physicality. They are a series of cumulative memories that get glued to a brand over time, and that is what exists in the subconscious mind, in the instinctive mind.
Practical Strategies for Brands of All Sizes
Yeah, this approach works for anything and everything. And if you’re a small brand, you need to gain an instinctive advantage the most because you don’t have the same kind of resources that the large legacy brands have.
Personal Branding in the Modern Era
Listen, everyone is a brand, and by the way, we’re all marketers. We’re all trying to sell something, including ourselves.
Thanks to our team, senior producer Mary Dooe, associate producer Hannah Bates, audio product manager Ian Fox and senior production specialist Rob Eckhardt. Thank you for listening to the HBR IdeaCast. We’ll be back with a new episode on Tuesday. I’m Curt Nickisch.
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