This is what we take! Marketing based on instincts and insights

Leslie Zane, an expert in branding and behavioral sciences, offers an alternative view on marketing, criticizing established methods.

She explains how to engage instinctive thinking to create strong associations and motivate people to choose your product, company, or idea. The author argues that people make purchasing decisions instinctively rather than consciously and suggests abandoning commonly accepted techniques and strategies, such as the marketing funnel, audience segmentation, striving for uniqueness, and creativity.

The book examines examples of well-known brands such as McDonald's, Lululemon, Dove, PepsiCo, and Mars, and explains how to create messages that evoke positive associations. The author emphasizes the importance of understanding how consumers make their choices and applying strategies that work in harmony with the brain's natural reactions to achieve success.