Your brand already lives in your customer’s memory.
The Brand Connectome® is the map of it: what pulls people toward you, what holds you back, and what you need to own next.
Every connection is a memory. Every memory shapes choice.
Your brand is a memory network, built over years from real moments: a breakfast table, a first taste, what your mom always bought. That network decides which brand feels obvious long before anyone compares. 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.
Illustrative and simplified. A real Brand Connectome holds far more specific memories across 10 categories.
More memories don’t win. The right one does.
Two brands in the same aisle, mapped the same way. One holds far more memories. The other holds the one that decides the purchase, and takes the sale.
Example: an over-the-counter pain reliever.
Your brand
Many links, wrong one missing
A competitor
Fewer links, owns the decisive one
- Owns the decisive association
- Weak or missing link
- A memory buyers hold.
Finding that memory, and showing your team how to build it, is what the Growth Blueprint is for.
Illustrative and simplified. Not a client map.
Common questions
What is a Brand Connectome®?
A detailed map of the network of memories and associations about your brand in the consumer's brain. It has been building for years, and it is already there before you spend a dollar on marketing. 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 instinctive preference gets the hand, regardless of what the others are saying.
How do you find the associations with your brand?
We’ve worked with behavioral scientists to create a unique way of eliciting memories and associations from your consumers that go beyond what they tell you about 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.
“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.”
A few of our clients
- Kraft Heinz
- McDonald’s
- Colgate
- MetLife
- PepsiCo
- Rite Aid
- Ragú
- Aetna
- Sabra
- Kenvue
We published the method, not just the results.
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.
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What is your brand connected to?
We’ll find what’s really standing in the way, and show you something you don’t already know.
Book a growth conversation