I love connecting tangents that don’t obviously belong together. That’s why, in honour of Halloween, I did a bit of research into the correlation between fear and brand thinking.

Crazy? Actually, I was surprised by how MUCH correlation there was.

If you want the whole story, check out this interview.

I spent an hour on the air with CFAX’s Mark Brennae, going through everything from the Marquis de Sade and the 1755 Lisbon Earthquake to why people reach for a Coke in a slasher movie.

And hey, don’t get me started on Freud’s idea on what’s behind the door in the scary movie!

Fascinating stuff. Enjoy…

Liked this story? Want more? Make sure to subscribe to get my insights straight to your inbox.

And don’t forget to download my new book Stop Busting Your Brand.

Of course, the ultimate gift you can give me is to share this story on social media. The more readers, the better!