Jean-Pierre LaCroix’s ThinkBlink Manifesto: Creating Deep, Lasting Emotional Brand Connections in the Blink of an Eye is an ambitious and very practical guide to modern branding that argues the era of competing primarily through product features and functional benefits is over. Drawing on more than four decades of experience leading branding and design firm SLD, LaCroix argues that consumers make purchasing decisions emotionally long before they rationalize them intellectually. The book’s central notion, the “Blink Factor,” argues that brands have only an instant to make an emotional connection, and those that succeed in creating lasting emotional connections rather than simply communicating information are the ones that earn lasting loyalty. While the book is written primarily for marketing professionals, its broader argument concerns human psychology, claiming that successful branding ultimately depends on understanding how people think, feel, remember, and form relationships.