Thirty years growing brands the way the brain actually works.
Triggers® is the world’s first behavioral brand growth consultancy and the pioneer of instinctive brand growth. We find what makes people pick your brand, then guide your team on how to trigger it.
- 95%client repeat rate
- 70+categories, one method
- 1995started, 30+ years ago
Three things only Triggers delivers.
We map the mind
The Brand Connectome® shows your brand the way your buyers actually hold it in their heads, strong parts and weak parts both. A score tells you where you stand. A map tells you where to go.
We find the triggers
We find the triggers, then hand your team a Growth System they own. We do not compete with your agency and we do not run your marketing.
30 years of unmatched pattern recognition
Since 1995, across 70+ categories, from packaged goods to pharma to financial services. Every project makes us better at reading the next one.
For 30 years we’ve been driving consistent growth for our clients.
- 1980s
Leslie Zane saw brand-building differently from the rest of the industry.
As a brand manager, her recommendations were often dismissed. Instead of judging products and content on likes and dislikes, she found that positive associations were a better predictor of purchase.
- 1995
Zane pioneered and launched Triggers®.
Seven years before Daniel Kahneman won the Nobel Prize for his “System One” thinking. It was also the first brand strategy firm founded by a woman.
- 2024
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The Power of Instinct.
Leslie Zane lays out the method in her book, published by Hachette. Its first line: “Human beings are unpersuadable.”
- 2026
The Brand Instinct® Monitor.
The first system designed to measure the instinctive associations that drive brand preference and business performance, and how they shift over time.
- Today
A 30-year track record.
Practitioners (not just theorists) of behavioral science, boosting top-line growth consistently. One method, 70+ categories.
“Triggers® maps brands’ connections in people’s memories, unlocking the ability to shape brand perceptions more rapidly and accelerate business growth.”
An integrated team to grow your brand.
We expand the effectiveness across all teams we interact with.
A brand tracker reads the score.
What we addWhat actually moved your brand, and how to do more of it.
A consultancy finds the opportunity.
What we addWhere to build memories so you become the instinctive choice.
Your agency makes brilliant work.
What we addA brief built on evidence. Same team, same budget, better aim.
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.
A Yale University and Harvard Business School graduate, Zane is a TEDx speaker, has been published in the Harvard Business Review and Knowledge@Wharton, and is the author of The Power of Instinct.
Published in
- Harvard Business Review
- Scientific American
- Knowledge@Wharton
- MIT Sloan Management Review
- Newsweek
- NBC News
- TEDx
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