I recently had the opportunity to hear Leslie Zane, an award-winning Fortune 500 brand consultant, give a presentation. The event was a virtual conference hosted by the American Marketing Association on January 23, 2025. Her presentation, “The Future of Marketing,” shared several interesting insights based on her book, The Power of Insight. My key takeaway is that branding plays a much bigger role in the buyer’s journey than previously considered. A concept I’ll refer to as unconscious branding should be incorporated with greater focus as part of your overall marketing and analyst relations strategy.
Leslie’s theme was that many buyer decisions are based on subconscious rather than conscious thinking. This concept is enlightening and has major implications for marketing strategies. Marketers must rethink how they approach the buyer’s journey and decision-making process. Here are a few concepts that came to mind as I processed the findings of her presentation.
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