On Brand: A Podcast About Branding For Brand Builders, By Brand Builders

“The science is just sitting out there in academia.” That’s why consultant, educator, and author Will Leach decided to package it up in a revolutionary new book. Marketing to Mindstates is about looking beyond traditional market research by understanding and appealing to your audience when they’re in the optimal mindstate. We unpacked this concept and more this week on the On Brand podcast. About Will Leach Will Leach is the founder of TriggerPoint, a leading Behavioral Research and Design consultancy specializing in System 1 marketing. Simply put, TriggerPoint helps today’s largest brands understand and change consumer and employee behavior through Behavioral Research and Design. Will has over 20 years of behavioral insights experience and is a behavioral design instructor at the Cox School of Business BLC at Southern Methodist University. Will is the author of Marketing to MindStates: a Practical Field Guide to Applying Behavioral Design to Marketing and is also the only 2-time winner of the EXPLOR Award fo