In this episode, Christina Martini and Leslie Zane discuss:Leslie’s earlier career and how she learned to implement her own vision and philosophy of how brands should be marketing themselves. How Leslie defines a brand and how a brand is its most effective. The beginning and growth of Leslie’s company, Triggers. Making your brand the dominant, instinctive choice to consumers.  Key Takeaways:A brand is a collection of associations, both positive and negative, in our memories and our subconscious. There is more to branding than what you see in research.There are powerful codes and queues that ignite our memory and draw a connection out of us. You can use these ideas that already exist to become a way to leverage your brand growth. Everything is about brand and has the potential to be thought about as a brand.  "Brands exist in the minds of consumers, and that is really how we need to be thinking of them." — Leslie Zane Connect with Leslie Zane:Website: lesliezane.com & triggers.comLinkedIn: linkedin.com/in/lesliepicotzaneTwitter: twitter.com/Leslie_ZaneFacebook: facebook.com/leslie.zane.9 Connect with Christina Martini:Twitter: @TinaMartini10Website: www.paradigmshiftshow.comLinkedIn: Christina MartiniEmail: christinamartini.paradigmshift@gmail.com  Show notes by Podcastologist: Chelsea Taylor-Sturkie Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.