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Show Notes
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
Explore JP’s work and the ThinkBlink manifesto:
• Website: https://www.sld.com
• LinkedIn: https://www.linkedin.com/in/jeanpierrelacroix/
• Book: ThinkBlink Manifesto (Amazon Kindle): https://www.amazon.com/s?k=ThinkBlink+Manifesto+Jean-Pierre+Lacroix
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