IN CLEAR FOCUS: Behavioral branding strategist and author of "The Divided Brain: Understanding Human Behaviour in Branding and Business," Paul Larche explains why logical marketing often fails. He reveals how the subconscious "old brain" makes decisions that the "new brain" simply rationalizes. Learn to navigate resistance to change, leverage loss aversion, and use his Brand Value Canvas. Discover why feeling precedes facts and how to avoid AI manipulation by understanding human behavior.