Paul Larche’s The Divided Brain Launches July 18

New Book by Canadian Branding Icon Paul Larche Set to Launch July 18: The Divided Brain Blends Neuroscience with Marketing Know-How — Paul Larche’s new book, "The Divided Brain," explores how human behavior is shaped by the interplay between our emotional and rational minds. The branding and business guide is set for release on July 18, 2025. IMAGE: Supplied.

TORONTO — Veteran broadcaster, marketing strategist, and entrepreneur Paul Larche is set to release his latest book, The Divided Brain, on July 18, offering a groundbreaking look at the science behind what moves people — and what truly drives decision-making in business.

Rooted in behavioral neuroscience, The Divided Brain explores how two competing systems within the human brain — the fast, emotional “old brain” and the slower, rational “new brain” — shape reactions to branding, products, pitches, and ideas. Larche, who has spent four decades in the trenches of media and marketing, connects these scientific insights with practical tools for entrepreneurs, marketers, and leaders.

“Logic alone rarely wins hearts or wallets,” writes Larche. “But once you know which brain is in control, the fog lifts.”

Why Facts Don’t Always Win — and What Does

Larche’s central argument is that understanding how to speak to the brain’s instinctive, emotional core gives marketers a powerful advantage. While traditional business strategy emphasizes logic and reason, The Divided Brain reveals why emotional storytelling and psychological framing often prove more effective in securing customer loyalty, team alignment, and market traction.

The book draws on Larche’s experience from corporate boardrooms to high-stakes campaign pitches, explaining why some brands stick — and others flop — despite well-planned strategies. With easy-to-digest insights and real-world application, Larche bridges the gap between theory and execution.

A Career That Shaped the Message

Paul Larche brings unmatched credibility to the conversation. From his days as General Manager at Telemedia Network — overseeing Toronto Maple Leafs and Blue Jays national broadcasts — to founding Larche Communications Inc., his career has spanned traditional broadcasting, digital marketing, and brand innovation.

His leadership earned him induction into the Ontario Association of Broadcasters Hall of Fame and an Honorary BBA from Georgian College, where he also served as chair of the Georgian Angel Network. A longtime advocate for education and healthcare, Larche is widely respected for both business excellence and community impact.

“The Divided Brain is more than a branding book,” notes CANREADS in an early review. “It’s a field guide for reaching the human behind the decision.”