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.
Behavioural Branding
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.
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.
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.
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.
People Join the Story Before They Join the Argument
People do not only ask if an idea is true. They ask what joining it says about identity, belonging, and the story they want to live in.
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A Practical Answer Can Still Miss the Question
Practical answers can fail when people are asking emotional or social questions. Better communication begins by matching the mode before explaining more.
Attention Is Not the Same as Trust
Attention can win the glance, but trust is built when a brand reduces risk, creates clarity, and helps the customer feel safe enough to choose.
The Divided Brain Wins 2026 CANREADS Business / Finance / Marketing Award
I’m very pleased to share some good book news. The Divided Brain: Understanding Human Behaviour in Branding and Business has been named the winner of the 2026 CANREADS Business / Finance / Marketing Award. The CANREADS Awards received more than 400 submissions across categories, with the awards announced in connection with a recent Toronto gala/event. That
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Your Brand Promise Is Not What You Say. It Is What People Can Count On.
Most companies have a brand promise. Some call it a tagline. Some call it a positioning statement. Some bury it inside a brand platform, a customer…
Your Brand Promise Is Not What You Say. It Is What People Can Count On. Read More »