“Informative, practical examination of the neuroscience behind brand marketing.”
Booklife Editor’s Pick by Publisher’s Weekly
THE
DIVIDED BRAIN
Decoding How We Think
This isn’t just a book about branding—it’s a guide to the hidden operating system behind human behaviour.
The Divided Brain introduces a simple yet powerful metaphor rooted in neuroscience: our minds are driven by two distinct but interlocking systems—the fast, emotional Old Brain and the slower, rational New Brain. Every decision your customers make, every instinct your team follows, and every reaction you encounter in a negotiation or pitch stems from the constant tension between these two mental gears.
Once you learn to spot which brain is in control, the fog lifts. What once seemed irrational becomes understandable. Sudden client reversals, hesitations in sales calls, or why one brand sticks while another flops—it all starts to make sense.
Blending behavioural science with decades of real-world brand strategy, this book offers a practical lens for decoding people—not in theory, but in boardrooms, campaigns, workshops, and high-stakes conversations. Whether you’re building a business, leading a team, or trying to craft messages that move people, you’ll learn how to speak to the deeper instincts that actually drive decisions—because logic alone rarely wins hearts or wallets.
By the final chapter, you won’t just understand how the brain works—you’ll be using that insight to lead smarter, connect deeper, and build brands that truly resonate. The Divided Brain is your field guide to what really moves people. If you’ve ever tried to make sense of what doesn’t make sense, start here.
About the author
Paul Larche
With over four and a half decades of experience in broadcasting, branding, and digital marketing, Paul Larche has built a remarkable career at the intersection of innovation, leadership, and community impact. Beginning as a young radio announcer in Northern Ontario, he steadily advanced through on-air and executive roles. In the 1990s, Paul became General Manager of Telemedia Network Radio in Toronto, where he oversaw national broadcasts for iconic franchises like the Toronto Maple Leafs and the Blue Jays.
Driven to push the boundaries of traditional media, Paul founded Larche Communications Inc., transforming a visionary startup into a major media force with five radio stations and a thriving branding and marketing agency. Under his leadership, the company pioneered forward-thinking strategies in both radio and branding, culminating in successful strategic sales to Rogers Media and Bell Media.
Paul’s commitment to community runs as deep as his business achievements. He has chaired and served on numerous boards, including the Royal Victoria Regional Health Centre Foundation and Georgian College, where he led multimillion-dollar fundraising campaigns that strengthened local healthcare and education. He also made lasting contributions to the Canadian broadcasting industry—serving on the Canadian Association of Broadcasters, chairing the Ontario Association of Broadcasters (where he helped implement the Amber Alert system), and leading the Numeris Radio Board, which governs audience measurement data across Canada.
Under his leadership, his stations earned more than 25 industry awards, including an impressive eight Canadian Country Music Association (CCMA) Station of the Year titles. In 2019, Paul was inducted into the Ontario Association of Broadcasters Hall of Fame, recognizing his lasting impact on Canadian media.
His contributions extend well beyond broadcasting. Paul was awarded an Honorary Bachelor of Business Administration from Georgian College for his leadership in business and community service, and he is a Paul Harris Fellow, honouring his dedication to philanthropy and volunteerism. Over the years, he has raised millions of dollars for local charities and earned a reputation as a passionate and effective community leader.
An active angel investor and former chair of the Georgian Angel Network, Paul continues to support Canada’s next generation of startups and founders. Based in Barrie, Ontario, he balances entrepreneurial drive with creative passion—performing with his band The Usual Suspects and spending meaningful time with family and friends.
Whether launching media ventures, mentoring entrepreneurs, or championing causes close to home, Paul’s story proves that true success lies in building great businesses and creating a better world.
Is This Book For You?
This book isn’t a textbook on neuroscience or behavioural psychology—it’s a practical metaphor designed to simplify those complex ideas. If you’re looking for academic depth or peer-reviewed theory, this likely isn’t for you.
But if you want a clear, accessible way to understand what actually drives decisions in business and life, The Divided Brain delivers.
Marketers & Branders
If you’re tired of campaigns that sound great in theory but flop in the real world, this book helps you understand what truly drives decisions—emotion, not logic—and how to craft messages that resonate at a primal level.
Business Owners & Entrepreneurs
You don’t need a marketing degree to create a brand that resonates. The Divided Brain provides business owners and entrepreneurs with the tools to decode customer instincts, clarify their value, and communicate in ways that stick.
Startups & Founders
When every dollar counts and attention is scarce, understanding how people really think is your unfair advantage. This book distills behavioural science into practical tools that help you build trust, traction, and loyalty from day one.
Curious About How We Think
This book explains why intelligent people sometimes make irrational decisions and how understanding the human mind can help you personally and professionally.
Not affiliated with Iain McGilchrist’s academic work, this book uses “The Divided Brain” as a behavioural metaphor, focusing on how emotional and rational systems shape branding, leadership, and everyday choices.