Where BRAIN SCIENCE Meets Ethical Brand Building
A curated collection of research-driven articles analyzing consumer psychology, decision science, and non-manipulative marketing practices that create lasting brand relationships.
[un] Ethical brand breakdowns
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Why I called hormozi's launch a "con"
The psychology at play in Hormozi’s launch teaches us more about manipulation than marketing.
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How starbucks manipulated us
Starbucks’ calculated manipulation wears a bear’s smile while using scarcity to engineer desire.
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Did American Eagle just Play Us All?
A perspective you haven’t seen: how this campaign hijacked body, brain, and trust.
Marketing Psychology Foundations
Welcome! Ready to explore applied psychology and the human behavior behind how marketing actually works? These research-backed articles examine consumer psychology, decision-making, trust, and influence to explain why people respond to brands the way they do, and how ethical marketing can drive growth without manipulation.
This collection also takes a deeper look at belonging as a psychological force in brand relationships, alongside thoughtful analysis of non-manipulative influence and the ethical use of AI in marketing. Together, these pieces form a practical foundation for building human-centered brands rooted in brain science, integrity, and long-term connection.
Marketing isn’t just a numbers game. It’s a nervous system game. And belonging is what gets people stuck on your brand.
Here's What's Missing from Your Brand
Why Your Audience is Radio Silent
Traditional buyer personas look clean in a slide deck. They help you target ads, sure. But they often collapse when it comes to real connection.
Hey Brands: Get Ridiculously Human
The most human brands don’t just show up. They show themselves. And in a time when everyone’s chasing attention, trust is what actually converts.
Misalignment Is Costing You … A lot.
If something feels off in your marketing, you’re probably right. But the solution isn’t more noise. It’s more resonance.
AI Is a Soft Skill
We’re inundated with ChatGPT-5, but the conversation around the boundary pushing needs to be addressed.
How AI Will Expose a Broken Brand
Companies with psychological safety embedded treat AI as a tool for learning. Companies without it treat AI as a mandate, and the result is not good.