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099 Leslie Zane: Brands and the Subconscious Advantage Part 2 of a Two-Part Interview

In this episode, Christina Martini and Leslie Zane discuss:

  • The Brand Connectome. 
  • Cracking the code on brand growth. 
  • Common misconceptions and misperceptions about branding. 
  • Differences between new brands and established brands. 


Key Takeaways:

  • A Brand Connectome goes beyond what the company puts out, and goes into what we, as consumers, put into the brand individually. 
  • Perceptions drive everything, not price or differentiation. 
  • Your brand is not stuck where it is. Brands are dynamic and resilient when managed properly. 
  • Established brands can grow quickly and with new waves of growth as they get rid of old, negative associations. 


“If you want to grow your brand in the marketplace, you first have to grow your brand in the subconscious.” — Leslie Zane


Connect with Leslie Zane:

Website: &





Connect with Christina Martini:

Twitter: @TinaMartini10


LinkedIn: Christina Martini




Show notes by Podcastologist: Chelsea Taylor-Sturkie


Audio production by Turnkey Podcast Productions. You’re the expert. Your podcast will prove it. 

About the author, Christina Martini

For nearly 25 years, Christina (Tina) Martini has been an intellectual property attorney practicing in BigLaw. Tina is a partner at the law firm McDermott Will & Emery and focuses her practice on domestic and international trademark and copyright law, as well as domain name, Internet, social media, advertising and unfair competition law.

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