Season 07, Ashutosh Garg, Entrepreneur, Female, English, Human Resources, Canada

Paul Larche, Author & Behavioral Branding Strategist

Posted on by inknuts
09
Jun

Paul Larche, Author & Behavioral Branding Strategist

  • Metaphorical explanation for non-marketers
  • The old brain: emotional, automatic, evolved for survival

Podcast

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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.
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