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 Divided Brain
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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Manual Mode Is a Skill, Not a Mood
Manual mode is the trained pause between reaction and response. Learn how metacognition helps leaders notice and redirect emotional momentum.
The Old Brain Does Not Think in Statistics
The Old Brain spots patterns fast, but small samples can mislead. Learn how patternicity turns coincidence into strategy too quickly.
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 Story We Tell to Protect Ourselves
Title: The Story the Brain Tells to Protect Itself SEO title: The Story the Brain Tells to Protect Itself Meta description: Cognitive dissonance can lead…
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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