10. Priceless Branding: Neuroscience, Emotion & AI with Jim Cobb

Brand strategist Jim Cobb, founder of The Bloodhound Group and a creative force behind MasterCard’s legendary “Priceless” campaign, joins host Lydia Kumar to unpack how neuroscience, emotion, and generative AI can support branding. Drawing on four decades of advertising experience, Jim explains why 90 percent of purchase decisions start in the unconscious mind, how skin-response testing saved the priceless concept, and where today’s AI tools are already streamlining everything from HR talent matching to real-time sports coaching. 

Key Takeaways

• Emotion first, logic later. Neuroscience shows people buy on feeling and justify with facts, creative that sparks relevance wins.

• Data still rules. Clean, well-labeled datasets are the difference between powerful AI insights and garbage output.

• Scale thoughtfully. Use AI to serve more clients without sacrificing quality or brand trust.

Resources & Links

• Jim Cobb on LinkedIn → https://www.linkedin.com/in/hmpjimcobb LinkedIn

• The Bloodhound Group → https://www.bloodhoundbranding.com The Bloodhound Group

• MasterCard “Priceless” case study → https://thebrandhopper.com/2024/10/05/a-case-study-on-mastercards-priceless-campaign/ The Brand Hopper

• Kinwise Pilot Program → https://kinwise.org/pilot (learn how to build a human-centered AI strategy)