Think Global Forum Roundtable: The Global Marketing Revolution
The Think Global Forum convened its latest roundtable to discuss a pivotal topic: The Global Marketing Revolution. This session brought together leading minds in branding, marketing, and communications to explore how modern marketing strategies are evolving in an AI-driven world. The event featured an impactful keynote by Leslie Zane, CEO and Founder of Triggers®, and a thought-provoking panel discussion, which examined the intersections of branding, behavioral science, and technology in today’s marketplace.
Setting the Stage for Innovation
Simon Hodgkins, Founder of Think Global Forum, opened the event by emphasizing its central theme: the transformative power of marketing strategies informed by AI and behavioral insights. He introduced the keynote speaker and other speakers/panelists, setting the tone for what evolved into an engaging exploration of brand trust, storytelling, and adaptability in a fast-changing global market.
The panel included:
Leslie Zane, CEO and founder of Triggers®.
Elliott Rayner, Director of Marketing & Growth at OWOW.
Priscilla Gravenhorst, Chief of Staff at PG Consulting.
Maria Roa, Communications Director of Think Global Forum.
The Power of Instinct
Leslie Zane delivered a captivating keynote presentation that redefined the rules of persuasion in marketing. She began by asking a provocative question: “Are you more persuasive or persuadable?” She argued that traditional marketing often fails because it targets the conscious mind, which accounts for only 5% of decision-making. Instead, successful brands connect with the unconscious mind, which is, in fact, the hidden driver of consumer behavior.
The Iceberg Analogy
Leslie described the human mind as an iceberg. The conscious mind—the part of the brain targeted by most marketers—exists above the waterline, while the unconscious mind remains submerged and overlooked. Effective marketing requires engaging this deeper, instinctive layer of the psyche.
The Brand Connectome®
Central to Leslie’s presentation was the concept of the Brand Connectome®. This framework maps the network of memories and associations that form a consumer’s perception of a brand. A strong connectome relies on “sticky brand assets”—distinctive, memorable cues—and a higher ratio of positive to negative associations. She illustrated this with the story of McDonald’s turnaround, where a single, authentic trigger—a fresh-cracked egg—helped restore trust and counteract negative perceptions about food quality in the company.
Leslie concluded her presentation by emphasizing the importance of replacing negative brand associations with authentic, positive triggers.
Panel Discussion: Insights from Marketing Leaders
Following the keynote, Simon Hodgkins moderated a lively panel discussion. The conversation revolved around themes of brand trust, ethical messaging, and the role of AI in modern marketing.
Ethical Storytelling and AI
Elliott Rayner expanded on Leslie’s insights by discussing the role of storytelling in marketing. He emphasized the principle of “show, don’t tell.” This tactic advocates for authentic narratives that resonate emotionally with consumers. Elliott described AI as a “torch” that reveals customer needs and offers opportunities for deeper engagement.
Priscilla Gravenhorst highlighted the ethical challenges of AI in marketing. She stressed the need for transparency and responsibility. Her recommendation in this respect is to avoid manipulative tactics that could damage brand trust.
The Adaptability of Modern Brands
The panel explored how new brands like Temu and TikTok are disrupting traditional marketing. Maria Roa shared data on TikTok’s lead-generation success, which illustrated the effectiveness of retargeting and personalized content.
Priscilla Gravenhorst went on to cite the example of a Korean brand that transitioned from traditional advertising to social media and achieved remarkable results by adapting to evolving consumer behaviors.
The discussion underscored the importance of agility in today’s market. Brands must remain responsive to digital trends while staying grounded in consistent and authentic messaging.
Building Brand Trust in the Digital Age
The panel shifted focus to the critical role of trust in branding. Leslie distinguished between actual and perceived superiority. Consumer loyalty often hinges on the latter. She advocated for using consistent brand assets to create positive associations, even in competitive B2B markets.
Elliott outlined a framework for building credibility in B2B marketing: legacy, reach, relevance, authority, and results. He argued that visual storytelling is essential for establishing trust. This is particularly needed in sectors that rely less on social media.
Lessons from the Q&A Session
The audience Q&A session provided additional insights. In response to a question about unique branding strategies, Leslie highlighted the importance of utilizing familiar cues in more innovative ways. She explained that brands like Liquid Death succeed by combining distinctive visuals with recognizable triggers to ensure memorability and relatability.
Another question about emotional advertising prompted a discussion on its limitations. Leslie argued that emotions can indeed capture attention, but they rarely build lasting loyalty. Instead, brands should opt to focus on creating durable and more instinctive associations.
Marketing in the Age of AI
The panelists finished by reflecting on the evolving role of AI and behavioral science in marketing. Continuous learning and adaptation to maintain brand relevance will be critical here. Key takeaways can be siphoned into four main guidelines:
Engage the unconscious mind to drive consumer decisions.
Use AI as a tool to uncover customer needs and enhance engagement.
Stay agile and responsive to shifts in consumer behavior and technology.
Focus on authentic and consistent messaging to create lasting brand loyalty.
Simon Hodgkins closed the session by encouraging participants to apply these insights to their own marketing strategies. He also recommended Leslie Zane’s book, The Power of Instinct: The New Rules of Persuasion in Business and Life, as a valuable resource for further exploration.
Conclusion
The Global Marketing Revolution roundtable brought together fresh ideas, a sense of genuine collaboration, and thought leadership. The event constructively mapped out some of the main complexities of modern marketing. Undoubtedly many of the lessons shared will serve as powerful tools for growth.
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