Overview

Decoding How We ThinkThis isn't just a book about branding-it's a guide to the hidden operating system behind human behaviour. The Divided Brain introduces a simple yet powerful metaphor rooted in neuroscience: our minds are driven by two distinct but interlocking systems-the fast, emotional Old Brain and the slower, rational New Brain. Every decision your customers make, every instinct your team follows, and every reaction you encounter in a negotiation or pitch stems from the constant tension between these two mental gears. Once you learn to spot which brain is in control, the fog lifts. What once seemed irrational becomes understandable. Sudden client reversals, hesitations in sales calls, or why one brand sticks while another flops-it all starts to make sense. Blending behavioural science with decades of real-world brand strategy, this book offers a practical lens for decoding people-not in theory, but in boardrooms, campaigns, workshops, and high-stakes conversations. Whether you're building a business, leading a team, or trying to craft messages that move people, you'll learn how to speak to the deeper instincts that actually drive decisions-because logic alone rarely wins hearts or wallets. By the final chapter, you won't just understand how the brain works-you'll be using that insight to lead smarter, connect deeper, and build brands that truly resonate. The Divided Brain is your field guide to what really moves people. If you've ever tried to make sense of what doesn't make sense, start here.

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9781069411006

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Reviews

BookLife Prize - 2025Plot/Idea: 10 out of 10 Originality: 10 out of 10 Prose: 10 out of 10 Character/Execution: 10 out of 10 Overall: 10.00 out of 10 Assessment: Plot/Idea: Larche entwines business with neuroscience in this pivotal offering, differentiating from our hurried, more emotional Old Brain and our New Brain-the center for analytical reasoning, self-reflection, and more advanced capabilities. Step-by-step processes round out his straightforward advice, from critical thinking techniques to communication strategies for specific types of customers to core principles of ""nudging"" clients toward specific decisions. Prose: Larche writes crisp, well-reasoned prose that explains complex topics in easy-to-understand terms. Originality: Merging marketing techniques with human psychology and neuroscience gives Larche's guide depth and functionality. Character/Execution: Larche's guide is teeming with well-placed research, useful pointers for change, and new concepts that entertain as much as they motivate: the use of archetypes to improve branding, exploring patternicity and how it applies to our brain's perception of meaning, and more. Canreads: ""Paul Larche's The Divided Brain delivers exactly what modern marketers need: a practical, psychology-informed blueprint for influencing human behaviour in branding, leadership, and communication."" Derrick Day, Branding Strategy Insider ""The Divided Brain is a blueprint for decoding how people think, feel, and choose-and a must-read for anyone seeking to build leading brands."" Steve Jones, President, Stingray Radio ""Simple and powerful. Actionable and thought-provoking. A great read."" Booklife Review Editor's Pick ""Informative, practical examination of the neuroscience behind brand marketing.""

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