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Map. Trigger. Grow.

Three steps that turn what your buyers instinctively feel into tactics your team can execute this year.

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Triggers are what we identify for you: the specific verbal and visual cues that make your brand the easy choice for more buyers.

Illustrative and simplified. A real Brand Connectome holds far more specific memories across 10 categories.

1Map

See the memories shaping choice today.

Your brand is a memory network: the specific memories and associations that decide which brand people reach for. We map that Brand Connectome® for your core customers, your growth target and your competitors, through research with the buyers you want to win.

The output is your Growth Diagnosis: why people choose you, why they don’t, and what has to change.

  • The memories your brand already owns
  • The ones holding it back
  • Where competitors sit in the same space

What is a Brand Connectome®?

2Trigger

Design the triggers and build the Growth System.

Not every memory is worth investing in. We isolate the ones with the most growth potential and the barriers costing you the most, then design the visual and verbal triggers that carry them.

  • Priority triggers ranked by potential
  • The barriers, and what they cost
  • New associations worth building

That becomes your Growth Blueprint:

  • Keep what’s already winning the choice.
  • Stop feeding what’s costing you.
  • Add what you need to win new buyers and moments.

3Grow

Put the system to work across your teams.

Triggers does not run your marketing. We bring the Growth Blueprint into your marketing, insights and cross-functional teams and your agency partners, so positioning, packaging, briefs and campaigns are built and judged through the same lens.

Your team runs the plays, and nearly every client comes back with a second question.

  • A toolkit your team can brief from
  • Every touchpoint, not just advertising
  • Sequenced for months, not years

This is not brand tracking.

Brand Connectome®

The Brand Connectome® surfaces the associations people cannot articulate and identifies what will shape their next choice. It names the specific cues driving change and ranks what to do about them.

The output is a Growth Blueprint showing your team where to act.

Brand tracking

A brand tracker measures what people are willing and able to say, reporting after the quarter has closed. It tells you the score moved but leaves your team to infer the cause.

The output is a dashboard showing what happened.

Triggers for every way memories are created.

Triggers do not live in advertising alone. The same association that makes a brand feel trustworthy in a headline has to survive the pack, the shelf, the site, and the sales conversation. So the Growth Blueprint covers each surface your team and your agencies control, with guidance specific enough to brief from.

  • Words

    The language that creates the association

  • Color

    What the palette signals before it is read

  • Imagery

    The scenes that trigger recognition

  • Packaging

    The last cue before the hand moves

  • Digital

    Site, search, and the paths in

  • Ads

    What the creative has to plant

  • Sales

    How the story survives a conversation

  • Events

    The association made physical

  • Innovation

    Where the next product should sit

Months, not years.

Your Brand Connectome is built in the first twelve weeks. Then we identify and test the triggers to put it to work.

  1. Weeks one and two

    Frame the question

    We agree the growth problem worth answering and the buyers who matter to it. One working session with your team.

    What we need from you: A half-day, and access to what you already know

  2. Weeks three to twelve

    Map and find

    We build the Brand Connectome through research with your target buyers and a competitive read. We work; you get a checkpoint at the midpoint.

    What we need from you: One hour at the checkpoint

  3. Weeks twelve to twenty-four

    Identify and test triggers

    We test thousands of combinations to find the triggers that build more positive associations in the brain.

  4. Onward

    Put the system to work

    This is where we integrate the understanding of the Connectome and the triggers into everything you do.

The same approach works everywhere.

  • We elicit memories from your buyers

    We elicit memories from your core buyers and the target buyers you want to win.

  • Instinct doesn’t change

    People buy on instinct whether the product is soda or a pension. That’s why one approach covers 70+ categories.

  • Built to be used

    You get a plan, not a report. Your team will start using it right away.

“Triggers’ approach and experience and team are highly differentiated versus anything I’ve seen.”

Risa Cretella, President, Meals & Beverage

“Triggers® work is the application playbook for ‘How Brands Grow.’ It enabled our marketing people to accelerate growth across the portfolio.”

Emily Theis, Senior Director

Ready to see your Connectome?

We’ll find what’s really standing in the way, and show you something you don’t already know.

Book a growth conversation