Customers Cast Your Brand Before They Compare It
Customers often assign a brand a role before comparing its claims. The strongest brands earn that role through clear, consistent behaviour.
11 September 2026
insights
From Paul Larche and The Divided Brain
These posts and blog articles explore the forces that really shape human behaviour, especially in business, branding, and leadership. Using the Old Brain/New Brain framework from The Divided Brain, I break down why people decide the way they do, and how that understanding can help you communicate with more clarity, influence, and impact.
Speed Can Steal the Pause
AI can shorten the distance between impulse and output. The reflective pause keeps speed from outrunning human judgment.
4 September 2026
Cooperation Needs a Memory
Why durable cooperation needs memory, clear boundaries, proportionate consequences, and a credible path back after failure.
31 August 2026
The Question Beneath the Question
Why accurate answers can miss when the audience is asking an emotional or identity question beneath the practical one.
27 August 2026
The First Feeling Becomes the Frame
The first emotional read of a situation can become the frame that shapes every later fact, decision, and brand judgment.
20 August 2026
The Crowd Teaches the Brain What Feels Safe
Social proof works because visible confidence and belonging cues lower the emotional risk of choosing, not only because they add evidence.
17 August 2026
Your Attention Has a Weather System
Attention is not a switch. Learn why emotional state, pressure, and safety shape whether people are available to a brand message.
10 August 2026
The Brand Is the Behaviour People Can Predict
Brand trust grows when customers can predict how an organization will behave across repeated moments, not only what it promises.
6 August 2026
The Pattern Detector Needs a Pause
Pattern detection helps humans move quickly, but modern information overload can make weak signals feel certain. The pause matters.
1 August 2026
Why Context Changes the Choice
Paul Larche discusses The Divided Brain, context, familiarity, decision-making, trust, consumer behaviour and branding on The Brian Crombie Hour.
27 July 2026