What Elliot should have taught brands about emotion. But hasn’t.

Top line. Despite clear neuroscientific proof that emotion—not reason—drives decisions, most brands still aim messages at the rational mind. And continue to fail. The Elliot case proved that without emotion, the brain can’t choose or react. Read to discover how to strategically leverage the brain’s emotional system for a neural edge over rivals. Before surgery, Elliot* […]

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Numbers have their own story

Top line. Pricing is never just a number. It’s a story the subconscious tells itself about value and worth. Read this for science-led pricing tactics—like anchoring, decoys, and scarcity—that shape perception and drive action. Use them to reduce friction, boost conversions, and gain a powerful neural edge over rivals. To drive up revenue, The Economist

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In two minds

Top line. In the 1970s, Kahneman and Tversky discovered that the brain integrates a conscious and subconscious system to make decisions. But the big, Nobel-winning surprise? Not the rational mind—but the subconscious—is the brain’s true decision-making mastermind. Read this to unpack how the two systems work, and how brands can influence them. In the early

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Unconscious branding in 7 steps

Top line. Douglas Van Praet’s research, published in Unconscious Branding, reveals a hard truth: 95% of human decisions happen preconsciously—and they stick. This article unpacks what his research shows and how to apply 7 proven steps  to influence the subconscious. Use them to build brand strategies that trigger instinct, shape feeling, and shift decisions and

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