The Divided Brain earns national recognition for exploring trust, branding and decision-making
TORONTO — Canadian entrepreneur, broadcaster and behavioural branding strategist Paul Larche has been named the recipient of the 2026 CANREADS Business / Finance / Marketing Award for his book The Divided Brain: Understanding Human Behaviour in Branding and Business.
The award recognizes excellence in business publishing and was presented following a review of more than 400 submissions across multiple categories. Winners were announced during a recent CANREADS gala event in Toronto.
The recognition marks another milestone for Larche’s book, which examines how emotional and rational processes influence decision-making in business, marketing, leadership and communication.
Exploring the Psychology Behind Decision-Making
In The Divided Brain, Larche explores the behavioural forces that shape how people think, choose, trust and act.
Drawing on decades of experience in broadcasting, media ownership and brand development, the book argues that emotional responses often drive decisions before people rationalize them with logic.
According to CANREADS reviewers, the book offers practical applications for professionals seeking to better understand consumer behaviour, leadership communication and brand-building strategies.
CANREADS described the book as “a practical and insightful guide” that translates complex psychological concepts into accessible strategies for business and communication professionals.
Building on Earlier Industry Recognition
The CANREADS honour follows earlier accolades from BookLife by Publishers Weekly.
The book received a perfect 10 out of 10 score in the BookLife Prize competition, earned Editor’s Pick designation and was recognized as a BookLife Prize Semifinalist.
Together, those recognitions have helped position The Divided Brain as a resource for entrepreneurs, marketers, sales professionals, executives and communicators seeking a deeper understanding of human behaviour and influence.
Lessons from a Career in Media and Branding
Larche’s insights are rooted in a career spanning broadcasting, entrepreneurship and strategic branding.
He founded Larche Communications, a company that grew into a network of five radio stations and a branding agency. During its operation, the organization earned more than 25 industry awards before successful exits from the business.
Many of the principles discussed in The Divided Brain emerged from Larche’s firsthand experience building media brands and competing for audience attention in increasingly crowded markets.
“People do not choose with logic alone,” Larche said.
“That is true whether you are building a brand, leading a team, selling an idea, asking for support, or trying to communicate through the noise. I wrote The Divided Brain to make human behaviour easier to understand and more useful in the real world.”
Growing Interest Through Speaking and Media Appearances
Since the book’s release, Larche has expanded its reach through podcast interviews, keynote presentations and media appearances across Canada and internationally.
His core message focuses on the importance of understanding behavioural psychology in leadership, branding and communication.
“After years in broadcasting, branding, and business ownership, you learn that attention and trust are earned,” Larche said.
“The book is about the human side of decision-making, and about how professionals can be more effective by understanding behaviour more clearly.”
Understanding Trust in a Complex Business Environment
As organizations increasingly compete for attention in crowded digital and media environments, behavioural insights have become a growing area of interest for business leaders.
Larche’s work examines how trust, emotional connection and perception influence decisions across industries, offering practical lessons for organizations looking to strengthen relationships with customers, employees and stakeholders.
The recognition from CANREADS further highlights the growing demand for business resources that bridge psychology, branding and leadership.
The Divided Brain: Understanding Human Behaviour in Branding and Business is available through major booksellers in print, digital and audiobook formats.
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