People don’t choose brands. They reach for them.
Triggers reveals the hidden memories behind that instinct, and shows your team what to keep, stop and add to grow.
2–3×average revenue growth
- 95%of clients re-engage
- $25Bincremental client revenue generated
- 70+categories worldwide
Since 1995, trusted by brand leaders at
Driving 28% more buyers from consideration to purchase
Automotive
Unlocking 24% annual growth in new card members
Financial
Finding fresh growth in everyday food decisions
Food & beverage
Accelerated share increases in Medicare and Small Business
Health
Accelerating new product sales in beauty by 35%
Beauty
Helping MetLife shift to a consumer-driven organization
Financial
Driving 26% more repeat purchases through consumer insight
Consumer
Connecting everyday consumer needs to brand growth
Health
Bringing human understanding into healthcare growth strategy
Health
Uncovering what drives the next consumer choice
Food & beverage
Your brand has untapped growth potential.
Every brand has more growth available than it is getting. These are the six most common growth challenges we see, and none are solved by conventional marketing.
Inside every brand is a hidden network driving choice.
People choose brands on instinct. That instinct is built from memories: a breakfast table, a first taste, a name your parents trusted. The Brand Connectome® maps which memories pull buyers toward you, which push them away, and which are missing.
Your Brand Connectome holds a rich set of specific associations across 10 categories. Together, they decide whether buyers instinctively reach for you or for someone else.
Try it. See what to Keep, Stop and Add.
Keep. The memories already winning the choice. Protect them.
- Saturday breakfasts
- my baby’s first cereal
- the one my doctor likes
- a pantry staple
- my parents’ cereal
- pricier than store brand
- a grab-and-go snack
- what my friends buy now
A simplified view. A real Connectome holds far more: specific memories, linked to one another, across all 10 categories.
A Triggers engagement maps the Brand Connectome® for your core buyers, the buyers you want next, and your competitors. Mapped in weeks. Take action next quarter.
How the Brand Connectome® worksYou don’t get another research report. You get a Growth System.
Deliver the briefs your agencies dream of. Harness brain science to instinctively drive growth.
- 1
Map
Why people choose the brand, why they don’t, and what has to change.
- 2
Trigger
A system of distinctive brand triggers. Your team and agencies bring them to life.
- 3
Grow
The growth system, integrated across marketing, insights and cross-functional teams.
Growth problems we’ve solved
Kraft HeinzMeasuring what drives choice, not only what happens.
Revealed valuable brand equity that survey feedback missed.
RagúTurning around a legacy brand.
Twenty years of decline, turned around in a matter of months.
PostDepositioning a dominant brand.
Double-digit growth for Great Grains.
DirecTVTurning a commodity into a premium brand.
Significant inroads against cable, and double-digit growth for the brand.
ColgateImproving growth and profitability.
Colgate Total, more competitive against Crest over ten years.
SabraReaching the next circle of consumers.
Higher penetration among mainstream consumers, and growth again.
GSKIncreasing patient requests.
A significant increase in patient requests for Zyban.
“Ragú Italian Sauce had been declining for 20 years, so we called in McKinsey. Two years and $7mm later, they hadn’t moved the needle. Triggers® turned around the business in a matter of months.”
“Triggers®’ work is the application playbook for ‘How Brands Grow.’ It enabled our marketing people to grow brand salience and accelerate growth across the portfolio.”
Emily Theis, Gatorade“You made a big promise, and you delivered. In fact, I would say you totally exceeded our expectations.”
Michelle Wang Goodridge, Kenvue“This may be the most impressive consulting and insights presentation I’ve ever sat through.”
Daniel Kaplan, PepsiCo“There is only one problem with working with Triggers®. You quickly realize you should have hired them sooner.”
Elyse Kane, former Global VP, Colgate“If you’ve ever worked with Triggers®, you know you’ve worked with the best in the business.”
Michael Farmer, Farmer & Company
Our thinking
Published in
- Harvard Business Review
- Scientific American
- Knowledge@Wharton
- MIT Sloan Management Review
- Newsweek
- NBC News
- TEDx
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The Power of Instinct. The book by Triggers founder Leslie Zane (Hachette, 2024). More about the book
The questions we always get
- Is this brand tracking?
- No. Tracking tells you where you landed, after the quarter closed. We tell you what is causing it and what to do next. Most clients keep their tracker.
- Does it work in our category?
- It has worked in more than seventy, from packaged goods to pharma to financial services. The subconscious is the same organ whatever you sell.
- How long does this take?
- About twelve weeks from kickoff to your Brand Connectome in your team’s hands. Brands who put it to work can see results in the same year.
- What do you need from us?
- We need to understand what your team already knows about your brand and who you see as your competitors. We handle the research.
- Can we start smaller?
- Yes. A Triggers Assessment gives your team insight into the triggers your current positioning and campaigns are already activating.
- Do you replace our agency?
- Never. We don’t do marketing execution. The Growth System informs your packaging, positioning, promotions, and advertising, giving your agency and internal teams a clearer brief.
Bring us your toughest growth problem.
We’ll find what’s really standing in the way, and show you something you don’t already know.
Book a growth conversation