# Unlocking Human Behavior in Branding: Paul Larche, Author & Behavioral Branding Strategist

Page: https://stenobird.com/podcast/the-brand-called-you-1170976/unlocking-human-behavior-in-branding-paul-larche-author-behavioral-branding-strategist
Text version: https://stenobird.com/podcast/the-brand-called-you-1170976/unlocking-human-behavior-in-branding-paul-larche-author-behavioral-branding-strategist.md
Podcast: [The Brand Called You](https://stenobird.com/podcast/the-brand-called-you-1170976)
Published: 2026-06-09T07:15:00+00:00
Episode link: https://podcasters.spotify.com/pod/show/tbcy/episodes/Unlocking-Human-Behavior-in-Branding-Paul-Larche--Author--Behavioral-Branding-Strategist-e3kft9v
Audio file: https://anchor.fm/s/a19b694/podcast/play/121156351/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-5-8%2F425710706-44100-2-5cb9677a17383.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-brand-called-you-1170976/episodes/unlocking-human-behavior-in-branding-paul-larche-author-behavioral-branding-strategist
Duration seconds: 1555

## Resource

Unlock the secrets of human behavior in branding and business with Paul Larche, author of The Divided Brain: Understanding Human Behavior in Branding and Business. " In this thought-provoking episode of The Brand Called You, Paul breaks down the powerful old brain vs. new brain model, revealing how our subconscious shapes decisions, leadership, and marketing. Discover actionable insights for leaders and brand managers on how to communicate, reduce perceived threats, and connect with your audience on an emotional level. Whether you're a leader, marketer, or curious about consumer psychology, this episode is packed with wisdom you can apply today. ✅ Discover why emotion drives decision-making✅ Learn the five key filters: threat, return, status, contrast, and visual✅ Find out how to protect your brand and leadership from subconscious biases✅ Get Paul's top lesson on selling with emotion and justifying with facts Don't forget to like, comment, and subscribe for more episodes featuring global leaders and experts!

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## Transcript

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