Shoppers face over 40,000 products in a typical supermarket. Conventional marketing suggests that buyers weigh features, benefits, and prices to reach a logical conclusion. Jean-Pierre (JP) Lacroix, president of Shikatani Lacroix Design (SLD) and author of the ThinkBlink Manifesto, argues that the reality is much faster and far less rational.
We make purchase decisions in a nanosecond rather than a split second. At that speed, the brain ignores calorie counts or technical specifications. It responds to memories, emotions, and visual cues instead.
In this episode of the Powerful Marketing Tips podcast, host Mari-Liis Vaher speaks with Lacroix about the “Blink Factor.” They discuss the process of connecting emotionally with consumers instantly to drive lasting brand loyalty.
Table of Contents
The Myth of the Rational Consumer
Many brand marketers focus on functional “table stakes” such as lower sodium, higher performance, or better pricing. These factors provide a rational justification for a purchase, but they rarely drive the decision itself.
Lacroix points out a significant gap in traditional market research. What people say in focus groups often contradicts how they behave at the shelf. A consumer might claim they want a product for its features, yet 90% of purchase decisions come from irrational factors like trust, aspiration, or nostalgia.
Brands must move beyond features to bridge this gap. They need to identify the core emotional drivers of their category. A parent buying cereal is buying the feeling of providing a healthy start for their family rather than just the food itself.
The Seven Tenets of the ThinkBlink Manifesto
Lacroix developed a framework of seven core tenets to help brands navigate this emotional landscape.
1. Define Your Emotional Value Proposition
The foundation of any brand is its emotional stance. Lacroix uses Volvo as a classic example. They make high-performance machines but own the emotional equity of safety. Brands must identify the single word or emotive equity they want to own in the consumerās mind.
2. Design as a Marketing Tool
Design serves a purpose beyond aesthetics. It personifies the emotional value proposition. Consumers scan shelves for familiar shapes and colors, so successful brands leverage dominant visual cues to trigger positive memories instantly.
3. Storytelling and the Customer Journey
Most brands suffer from fragmented strategies. The message on social media often differs from the experience in-store. Understanding the full customer journey allows brands to amplify their message at every “moment of truth.”
4. Context and Target Needs
Marketers must understand the specific emotional needs, behaviors, and attitudes of their core target group. Identifying which of these are the key drivers of purchase intent leads to a more precise strategy.
5. The Sense of Belonging
The World Health Organization has identified loneliness as a global concern. This gives brands an opportunity to create communities. Belonging involves more than loyalty programs; it requires two-way communication and a genuine commitment to the community.
6. Measure What Matters
Traditional KPIs like repeat purchase intent are important but often fail to capture true loyalty. New tools like sentiment analysis and neuroscience (EEG) research allow brands to track how a consumer actually feels during the purchase process.
7. Future-Proofing
The marketplace faces constant disruption from geopolitical shifts and technological leaps. Brands must develop strategies to remain relevant and resilient amidst these changes.
The Discipline of “Less is More”
Marketers often feel the urge to squeeze every feature and benefit onto a package or into an advertisement. Lacroix argues that this clutter reduces consumer confidence and creates confusion.
Confident brands are bold and simple. Consumers can typically remember a maximum of three messages at once. The discipline of the Blink Factor requires narrowing down to the most salient emotional message and communicating it clearly.
AI: From Efficiency to Empathy
Lacroix, who earned a degree in AI from MIT during the pandemic, sees artificial intelligence as a powerful tool. Currently, companies use AI primarily for operational efficiency and personalizing marketing communication at scale.
The next frontier is “Agentic AI,” which allows for sophisticated sentiment analysis and even the imitation of empathy in customer service. AI cannot replace real human empathy, but it can analyze a customer’s voice or text in real-time. This guides associates on how to respond to someone who is confused or agitated.
As technology makes it harder to distinguish between real and AI-generated content, the emotional factor will become even more critical for maintaining brand authenticity.
What inspires JP into action
šµ Favorite Song: Changes ā David Bowie (By clicking the link youāll find the complete Spotify list of all Powerful Marketing Tips podcastās guests favorite songs)
š” Favorite Quote: “The future, itās already here. Itās not evenly distributed.” ā William Gibson
Connect with JP Lacroix
Jean-Pierre Lacroix is the president of Shikatani Lacroix Design (SLD), a global branding firm specializing in transforming customer experiences. With over 45 years of experience, he is a futurist and author dedicated to helping brands remain relevant through emotional connection.
Website: sld.com
LinkedIn: Jean-Pierre Lacroix
