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“When the Old Brain wants to fill in the blanks, the New Brain happily makes up a story.”
― Paul Larche, The Divided Brain: Understanding Human Behaviour in Branding and Business
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“Logic alone rarely wins hearts or wallets.”
― Paul Larche, The Divided Brain: Understanding Human Behaviour in Branding and Business
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“Your brand isn’t what you say it is — it’s what people feel it is.”
― Paul Larche, The Divided Brain: Understanding Human Behaviour in Branding and Business
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“The most persuasive stories are the ones we tell ourselves.”
― Paul Larche, The Divided Brain: Understanding Human Behaviour in Branding and Business
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“The Old Brain decides; the New Brain justifies.”
― Paul Larche, The Divided Brain: Understanding Human Behaviour in Branding and Business
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“We buy on emotion and justify with facts.”
― Paul Larche, The Divided Brain: Understanding Human Behaviour in Branding and Business
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Paul Larche
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Books by Paul Larche

The Divided Brain: Understanding Human Behaviour in Branding and Business The Divided Brain
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