The Brand Called You

Paul Larche, Author & Behavioral Branding Strategist

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Paul Larche, Author & Behavioral Branding Strategist
  • Metaphorical explanation for non-marketers
  • The old brain: emotional, automatic, evolved for survival
    • Podcast
    Overview

    In this insightful episode, Ashutosh Garg interviews Paul Larche, behavioral branding strategist and author of The Divided Brain: Understanding Human Behavior in Branding and Business. The conversation explores the science of decision-making, the interplay between emotion and rationality, and how these influence leadership, branding, and communication.

    00:52 — What is the Old Brain versus New Brain Model?
    • Metaphorical explanation for non-marketers
    • The old brain: emotional, automatic, evolved for survival
    • The new brain: analytical, verbal, rationalizes decisions
      • 02:28 — What does processing 11 million bits per second mean for the Old Brain?
      • Old brain manages complex, parallel processing unconsciously
      • Regulates physiological functions and social cues
      • New brain is slower, processes serially, and not good at multitasking
        • 04:16 — What are the Five Filters: Threat, Return, Status, Contrast, Visual?
        • Threat: Old brain seeks safety first; remove perceived risks
        • Return: Calculating if effort yields reward
        • Status: Desire for belonging and self-worth
        • Contrast: Clarifying differences to reduce uncertainty
        • Visual: Sensory intake beyond mere sight
          • 06:38 — Why Do We Trust the New Brain’s Rationalizations So Much?
          • Old brain usually correct; new brain justifies
          • Rationality formed by both internal instincts and learned experiences
            • 08:55 — Are Humans Truly Rational, or Is Rationality a Constructed Narrative?
            • Rationality shaped by both emotion and environment
            • History shows rationality can be context-dependent
            • Importance of anchoring decisions in first principles
              • 10:36 — How Should Leaders Communicate to Pass the Five Filters?
              • Reduce perceived threats through empathy
              • Guide teams through change by addressing emotional discomfort
              • Leverage familiar structures for easier adaptation
                • 14:01 — How Should Brands Communicate if the Old Brain is in Charge?
                • Focus messaging on “what’s in it for me?”
                • Remove barriers immediately to lower defenses
                • Tell stories that emotionally resonate before introducing facts
                • Example: Marketing car repair shop by highlighting customer care over technical specs
                  • 16:32 — How Does Understanding the Divided Brain Make Us Better Leaders?
                  • Awareness of decision process enables critical thinking and better judgment
                  • Explains susceptibility to marketing, politics, and social influences
                  • Empowers individuals to take a step back and assess influences rationally
                    • 18:35 — Can Individuals Recognize When the Old Brain Has Already Decided?
                    • Yes, with awareness and self-reflection
                    • Example: Rationalizing emotional purchases (guitars, watches)
                    • Use awareness as a filter against social and media manipulation

                      • RESOURCES:

                      Learn more about Paul Larche: LinkedIn 

                      Enjoyed this podcast?

                      Marketing pro-tip: People don’t care about your shiny new features—they want to know, “What’s in it for me?” Address the Old Brain with stories and emotions first, THEN give the facts.

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                      Profile
                      • Paul Larche is a behavioral branding strategist who helps organizations understand the psychology behind decision-making, communication, and consumer behavior.
                      • He is the author of The Divided Brain: Understanding Human Behavior in Branding and Business, which explores the relationship between emotion, rationality, and human behavior.
                      • Paul’s work focuses on applying neuroscience and behavioral insights to leadership, branding, marketing, and business strategy.

                        • The post Paul Larche, Author & Behavioral Branding Strategist first appeared on TBCY.

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