Marketing to Mindstates
from From Startup to Wunderbrand Hosted by Will Leach, Nicholas Kuhne, Wunderbrand
From pressure-washing businesses to global CPG giants, Will shows how temporary mind states, nine core motivations, and simple laddering conversations let you craft messages that cut through the filter of the non-conscious mind. In a world drowning in AI-generated content, understanding goals, motivations, approach and cognitive biases is the difference between noise and real behaviour change. Mindstate Group: https://mindstategroup.com Will on LinkedIn (case studies and ongoing thinking) Timestamps 00:00 – The number one marketing mistake 01:30 – Why traditional research fails 04:00 – The shift to non-conscious science at PepsiCo 07:00 – Have brains changed since COVID? 09:30 – Why small businesses need this more than big brands 13:00 – The SunChips story and narrative psychology 17:30 – People buy feelings, not products 19:30 – What’s next: AI + mind states and the new book 22:00 – Personalisation fatigue and the transparency trap 25:00 – Fear marketing and why it backfires long-term 27:00 – Where to find Will Connect with me on: All my links Become a guest Sign up for Riverside Get Descript #DigitalMarketing #Branding #PersonalBranding #MarketingInsights #SocialMediaStrategy
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What this episode covers
Will Leach, founder of Mindstate Group, behavioural science expert and author of Marketing to Mindstates, exposes the number one mistake killing most marketing — brands talk about themselves instead of their customers. He spent years inside PepsiCo running labs that tested non-conscious decision-making and discovered why traditional research keeps failing: people buy feelings, not features.
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