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Step into the psychology of branding with Jean-Pierre Lacroix, a veteran branding expert and leader of Shikatoni Lacroix Design, whose career spans creating iconic retail concepts like the Kodak Image Center. This eye-opening conversation challenges fundamental assumptions about what makes customers loyal to brands and why even industry giants sometimes catastrophically misunderstand their own value.

Lacroix reveals true branding begins far deeper than logos or slogans – it starts with a clear value proposition that connects emotionally with customers. "80% of all buying decisions are done emotionally and in a split second," he explains, sharing why his book "ThinkBlink Manifesto" focuses on winning that crucial moment of decision.

Through fascinating case studies, including Cracker Barrel's recent rebranding disaster, Lacroix explores how companies destroy customer loyalty when they abandon their emotional equity. He contrasts this with success stories like Chick-fil-A, whose owners greet customers personally and create "shareable emotional moments" that foster true brand loyalty.

For photo retailers specifically, Lacroix offers actionable strategies: celebrate photography as an art form, showcase local photographers' work, host classes that build community, and create in-store "selfie moments" that customers want to share. He emphasizes that competing on price or product selection alone is a losing strategy – the real opportunity lies in creating a sense of belonging that online giants can't replicate.

Discover the seven tenets of emotional branding from Lacroix's book, from understanding your core emotional equity to future-proofing against disruption. Whether you run a specialty retail

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Hosted and produced by Gary Pageau
Edited by Olivia Pageau
Announcer: Erin Manning