Why do some brands stick while others fade into the noise?

In this episode, host Jaime Solis unpacks what really drives brand loyalty, and it’s not what most marketers think. Drawing from a trip to the grocery store with his family, Jaime explores the hidden psychology behind why people choose the products they do. From packaging and colors to identity and control, it’s rarely about the price tag, it’s about what the product means to us.

Whether you're building a business, launching creative work, or trying to earn attention in a crowded space, this episode offers a clear framework to build a brand that actually resonates.

If you’ve ever asked, “How do I make people care?”—this one’s for you.

Why people choose brands that make them feel something

The 3 emotional drivers that build lasting brand loyalty

How to design your brand to speak to identity and agency

The difference between attention and resonance

Aesthetics drive emotion—looks, sound, and feel shape perception

Brands serve identity—people buy things that reflect who they are

Control builds trust—empowering users makes them stick around

The Red Threads Pod with Jaime Solis is written and by Jaime Solis.
Cover art by Jaime Solis.

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