In this episode of Signal & Noise, Andrew and Brian are joined by Alex Millet, CEO of Brandtrust, for a thought-provoking conversation on the intersection of emotion, insight, and innovation. Alex explains how Brandtrust helps companies uncover the deeper psychological and emotional forces that shape consumer behavior, what they call “Human Truth.”

The discussion dives into how brands can balance data-driven decisions with empathy-driven understanding, especially in an era increasingly dominated by automation and AI. Alex shares his perspective on how human-centered storytelling, narrative research, and empathy-based strategy can transform how organizations connect with customers and build loyalty.

From uncovering the subconscious motives behind purchasing behavior to redefining what authentic branding means in a digital-first world, this episode is a reminder that even as AI advances, emotion remains the ultimate differentiator.

Key Takeaways:

• The Role of Emotion in Insight - Why understanding emotional motivation creates stronger, more resonant brand connections.

• Human Truth as a Competitive Edge - How Brandtrust’s approach helps organizations move beyond surface-level data to uncover deeper meaning.

• Empathy in a Digital Age - The importance of integrating humanity into strategy, storytelling, and leadership.

• AI Meets Emotion - How technology can support, but not replace, the human side of research and decision-making.

• Leading Through Story - Alex’s reflections on how great brands leverage emotional truth to inspire change from the inside out.

🔗 Learn more about Brandtrust: https://brandtrust.com/who-we-are/

🔗 Connect with Alex Millet on LinkedIn: Alex Millet

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