Many brands are tying themselves to charitable causes in order to win consumer affection, but is it a good business strategy? Author Anne Bahr Thompson and USC marketing professor Adlai Wertman provide insights and answers.

A Millennial and an Xer walk into a room. When they leave, we get a podcast. Listen to the second installment of our two-part series on American generations, featuring an interview with bestselling author Neil Howe.

Amidst all the noise about Millennials, Xers and Boomers there's a real theory about generations and their power over business. Bestselling author Neil Howe explains it all for us on the latest podcast.

When you're making a pitch, your target knows a lot about your tactics. It's called persuasion knowledge. We interview bestselling author Paul Smith, and researchers Kent Grayson and Mathew Isaac for tips on how to wrangle it and make it work to your advantage.

Sounds is the forgotten spice. In this episode we delve into the way that sound affects perceptions of brands and product experiences. Guests Maxime Goulet, Michael Lowe and Charles Spence provide useful examples.

Feminism is making a come-back and marketers have latched on. But do female-forward campaigns achieve their goals? In this episode of the podcast we interview Heather LeFevre, Linda Ong, and Shelley Zalis for answers.

Most marketers shy away from horror experiences because they worry it will be too controversial for their brand. But there's a strong case to be made for the power of fright. In this podcast, we interview filmmaker Matt Kaplan and researcher Lea Dunn to explore the ways that fear can be used by brands to forge a bond with their customers.

The Fyre Festival was one of the biggest trainwrecks of 2017. But aside from being social media catnip, it also offered a case study on the growing power of social media, influencers and our daily life online. Filmmaker Nicco Quiñones joins us to discuss UNDER THE INFLUENCE, his upcoming documentary about the event, and culture analyst Linda Ong provides useful insight on what it all means for marketers.

The Findings Report is a new show about consumer behavior, created by Larry Vincent, host of The Point of Attachment. It launches January 16th.

The “M” word—there are roughly 86 million of them in the US with an estimated $200 billion in annual buying power. It’s no wonder that marketers are consistently trying to understand them. In this episode of THE POINT OF ATTACHMENT, we explore the brand loyalty of Millennials by visiting a fun pocket of the branding universe: the world of whiskey.

In this episode of THE POINT OF ATTACHMENT we explore anthropomorphism--when people perceive human qualities in non-human things like products and brands. We review recent research on how this phenomenon affects consumer trust and self-control and we interview a legendary animator who has given many products uncanny human personas.

Why do so many people hate Valentine's Day. In this episode of The Point of Attachment, we explore what it would take to rebrand Cupid's big day.

• Dr. Helen Fisher shares insights on how people perceive expectations about  romantic love
• Dr. Lisa Cavanaugh describes research on Valentine's Day marketing and how it often generates the reverse of marketer intentions
• Studio strategy director Marisa Robertson and studio creative director Marcus Bartlett discuss the implications for branding

The conclusion to The Point of Attachment's special two-part episode exploring the notion of what makes a luxury car a luxury car. Host Larry Vincent…

• Reveals findings from the Studio's 2014 Automotive Brand Dependence Index
• Captures testimonials from drivers of the top scoring brand
• Interviews Melody Lee, Director of Brand & Reputation Strategy at Cadillac

Just in time for the 2014 LA Auto Show, The Point of Attachment's special two-part episode explores the notion of what makes a luxury car truly luxurious. Host Larry Vincent asks

• New York Times automobile design columnist Phil Patton
• Virginia Postrel, author of The Power of Glamour
• and Business Insider's Transportation Editor Matt DeBord

if maybe the most successful brands aren't really selling "luxury" at all.

Host Larry Vincent joins forces with Brand Studio Creative Director Marcus Bartlett to break down his enigmatic design mantra: "What is the Thing That Is The Thing?" In the process, they discuss

• Alfred Hitchcock and the MacGuffin with screenwriter John August
• Edward Hopper's iconic painting, Nighthawks
• the meaning of the Starbucks siren
• Walt Disney's theme park design "weenie" and other visual magnets with Thinkwell Group CEO Craig Hanna

UTA Brand Studio's Larry Vincent explains the Brand Dependence Index's findings and asks

• Studio Mimi why she loves Fancy.com
• Russell Belk whether or not our digital stuff is as important as our real-world possessions
• Sam Gosling who we really are when we post online
• Eric Kuhn how to make social media communities matter (hint: be authentic)