The branding landscape has shifted from a focus on product features and price to the emotional connections brands create. Today, effective branding emphasizes feelings over functionality, fostering…

Stop competing on price—win on emotion. Host Lisa Urbanski sits down with Jean-Pierre Lacroix, President & Chief Strategy Officer at SLD, to unpack how brands build durable advantage by targeting one dominant emotional need, removing friction across the journey, and telling simple, memorable stories that create community and loyalty. You’ll learn: - The 7 core tenets of emotional brand building (and how to choose one word that anchors your brand) - Why features get copied—but feelings don’t—and how to stay ahead of the commoditization curve - Pricing without a race to the bottom: when promos help (and when they erode brand) - How to scan trends and learn from other industries to stay relevant - Practical moves to reduce journey friction and build a belonging-driven community

Build brand love that survives disruption and blend emotional connection with strategic foresight... so customers choose you in a blink and stay for life. Award-winning brand strategist Jean-Pierre Lacroix joins host Lisa Urbanski to unpack the Think Blink manifesto—how to create deep, lasting emotional brand connections—then layer in scenario planning, AI, and behavioral science to future-proof CX. From Amazon & Apple’s “test-and-learn” culture to Sears’ cautionary tale, you’ll get a practical roadmap to win now and stay relevant next. You’ll learn how to: - Trigger instant affinity with story, symbols, and sensory cues (the “blink factor”). - Measure emotion and reduce friction across the journey (before churn starts). - Design belonging with community experiences that outlast transactions. - Use foresight & scenarios to spot signals, separate trends from fads, and adapt fast. - Apply behavioral science (choice architecture, “good-better-best”) to drive decisions. - Leverage AI thoughtfully (sentiment, avatars) without losing the human. 📖 Ready to Think Blink? Grab the book https://www.amazon.ca/ThinkBlink-Manifesto-Creating-Emotional-Connections-ebook/dp/B0F9PY6FJD 🔗 Explore Jean-Pierre's work & services at http://www.sld.com/ 📲 Keep up with Jean-Pierre on https://www.spreaker.com/cms/shows/6723582/Jean-Pierre's LinkedIn: www.linkedin.com/in/jeanpierrelacroix/

A personal analysis by a Branding & Strategy Consultant

The Brand Behavior · Episode