Why Brands That Get Personal Win Big | Ken Hughes

Is “brand loyalty” a myth? In this fast-moving episode, we sit down with Ken Hughes, a global expert on human behavior and customer experience, for a conversation that challenges everything you thought you knew about creativity, loyalty, and innovation. Ken shares a few hilarious—and truly bizarre—stories from his year-long experiment of doing something new every single day (and we mean really new) to rewire his brain, break routine, and reignite creativity.

Ken argues that too many modern brands have fallen into the trap of transactional loyalty when they should be cultivating “emotional intimacy.” Drawing from his work with major brands like Coca-Cola, Google, and TikTok, he reveals why building deep, meaningful relationships in today’s digital world requires vulnerability, storytelling, and genuine moments that make people feel seen and valued.

This conversation is packed with insights for leaders and organizations alike: why corporate cultures often stifle creativity, how the pursuit of efficiency can kill innovation, and what it really means to lead with emotional intelligence. If you’re looking for inspiration to make your brand more human or your workplace more innovative, this episode is for you. Just… maybe skip one of Ken’s suggestions.

Want to watch this episode? Check it out on our YouTube Channel