Why Brands That Get Personal Win Big | Ken Hughes

Global behavior expert Ken Hughes joins us for a fast-paced, funny, and thought-provoking conversation about creativity, brand loyalty, and what it really takes to build emotional connections in a digital world. From painting his toenails to drinking his own urine (seriously), Ken shares lessons from a year of trying something new every day—alongside sharp insights on how companies can break out of routine thinking, embrace vulnerability, and create customer experiences that truly matter. Topics [0:00] Intro and Speed Round with Ken Hughes [10:44] Efficiency vs. Creativity: Why Getting Lost Matters [14:54] Creativity in the Workplace [24:38] Emotional Loyalty and Brand Intimacy [30:40] Brand Intimacy Examples: United and Virgin Airlines [39:48] Emotional Intelligence in Leadership [45:57] Advice for Leaders on Navigating Change [48:13] Desert Island Music [51:01] Grooving Session: The Role of Diversity and Creativity at Work ©2025 Behavioral Grooves Links About Ken Join us on Substack! Join the Behavioral Grooves community Subscribe to Behavioral Grooves on YouTube Musical Links U2 - Vertigo Sting - Shape of My Heart