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Ralph Uwe Ohnemus
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As a brand expert, Ralph Ohnemus reports in BrainCandy on current news in the field of human behavior and how this affects the relationship between people and brands. All scientifically based and presented with a pinch of humour.

  1. 01.07.2025

    BrainCandy 118: We deal with heat the wrong way

    Coping with heat waves: How to strengthen our bodies for summer Dear readers, It is warm in Europe. Very warm. This is a golden opportunity for climate activists. But the left wing is also seizing the opportunity and calling for work to be suspended when temperatures reach 26 degrees Celsius. It is clear who they see as their main target group. An adequate solution could also be to demand more air conditioning. Since high temperatures are linked to sunshine, air conditioning would not only be people-friendly, but also climate-friendly. Even now, Germany is far from being able to consume all its solar power on sunny summer days and has to dispose of huge amounts abroad at great loss. I am a well-known fan of self-efficacy, and we can actually do something to significantly increase our heat resilience. I have therefore used last year's BrainCandy on the topic of adapting to higher temperatures as a reminder. The findings are still relevant. I have included an important new study at the end. Get ready for the hot days!

    10 Min.

  2. 11.06.2025

    BrainCandy 117: Trump amazes us. Unfortunately - the consequences are scary

    In this BrainCandy, I deal with the fascination and overload that Donald Trump triggers as a personality. As someone who studies human behavior professionally, I show why conventional characterizations fail with Trump and how his seemingly chaotic demeanor is actually part of a deliberate media strategy. Trump specifically uses astonishment - one of my favorite strategies for effective brand communication - and uses it to tremendous effect in the media. Unfortunately, Trump's astonishment often has negative consequences for society. His yardstick is not so much political traditions as the rules of reality TV: provocations and constant controversy keep him at the center of attention. At a time when the flood of information is becoming increasingly confusing, it is more important than ever to understand these mechanisms. I hope you enjoy listening to this - perhaps you will be able to view Trump's particularly erratic actions with more composure in future. Shownotes: https://en.ka-brandresearch.com/braincandies/

    9 Min.

  3. 08.05.2025

    BrainCandy 116: The risk of risk aversion

    Have you ever wondered why we have more fears than ever before, even though we live in the safest time in human history? In the latest edition of BrainCandy, I explore this fascinating paradox. Discover why avoiding risk can actually lead to more fear and how the “peanut saga” teaches us a surprising lesson about resilience. Why is Generation Z particularly prone to the “risk avoidance trap”? With astonishing facts about why almost half of 16- to 29-year-olds are afraid of making phone calls and how young people's social behavior is fundamentally changing. This BrainCandy not only offers insights into psychological mechanisms, but also practical suggestions on how we can expand our “realm of trust” by taking conscious small steps out of our comfort zone. Curious? Listen to “The Risk of Risk Aversion” now – a motivational impulse for more self-efficacy and less anxiety in challenging times. With inspiring regards Shownotes: https://en.ka-brandresearch.com/braincandies/

    14 Min.

  4. 10.04.2025

    BrainCandy 115: New guidelines for alcohol consumption. Do we need warning labels?

    Is alcohol really the new smoking? Should we put warning labels on wine bottles?   In my latest BrainCandy, I take a critical look at the current recommendations of the US Surgeon General on alcohol consumption. Professor Vinay Prasad, a renowned medical statistician and scientist, has analyzed underlying studies – with surprising results.   Find out: - Why the evidence for “every drop is harmful” is scientifically shaky - Why alcohol is definitely not “the new smoking”    As someone who enjoys a glass of wine themselves, I advocate a differentiated view of the topic – and briefly show how the effects of alcohol could finally be scientifically investigated.   Don't miss out on this fascinating analysis! Show notes: https://en.ka-brandresearch.com/wp-content/uploads/sites/2/BrainCandy-115_New-guidelines-for-alcohol-consumption.pdf

    19 Min.

  5. 14.03.2025

    BrainCandy No. 114: How dangerous are fake-news really?

    Fake news is everywhere – but is it really as dangerous asis often claimed? In this episode of BrainCandy, we take a scientific look at the topic, question common narratives and examine whether fake news is actually dividing our society or whether its effect is being overestimated. Listen now! Shownotes: https://en.ka-brandresearch.com/wp-content/uploads/sites/2/BrainCandy-114_How_dangerous_is_fake_news_really.pdf

    9 Min.

  6. 09.01.2025

    BrainCandy 112: New neuroscience reveals 4 secrets that will make you lose weight

    Just in time for the start of the new year, we are addressing a topic that concerns many of us: How can we sustainably improve our eating habits - without the frustration of dieting and giving things up? The latest neuroscientific findings show us a surprisingly simple way: mindfulness as the key to change. In this newsletter, you will learn how our brain evaluates rewards and how we can use these evaluations to our advantage. The method presented is five times more effective than previous standard therapies – and the best part: it works without the hassle of counting calories or strict prohibitions.

    13 Min.

  7. 22.11.2024

    BrainCandy 110: Starbucks needs to cut the crap from its positioning

    Who hasn't experienced it? Your brand should stand for great ideals, while your customers just want a good product. The attached article uses the example of Starbucks to show impressively how even successful companies can fall into the “moral trap”. Mark Ritson, a former marketing professor, provides a razor-sharp analysis of why Starbucks' lofty brand mission misses the mark when it comes to customers. In his experience, coffee comes first, then morals. The insights are relevant, especially in times when many companies are struggling with the balance between purpose and product promise. 14 minutes of listening time, which are guaranteed to be worthwhile. Show notes: https://en.ka-brandresearch.com/wp-content/uploads/sites/2/BrainCandy-110_Starbucks-needs-to-cut-the-crap-from-its-brand-positioning.pdf

    14 Min.

  8. 17.10.2024

    BrainCandy No. 109: What really is the largest organ in our body? And what does that have to do with Healthspan?

    The dream of a long, healthy life: For decades, scientists have been chasing a fascinating human dream: a longer life. In English, this concept is referred to as ‘lifespan’. But in recent years, an important realisation has emerged: What use is a longer life to us if we spend the additional years sick and in need of care? From lifespan to healthspan: Instead, a new and exciting concept is now coming into focus: ‘healthspan’. This term describes the period of time in which we not only live longer, but above all healthier. It is about enjoying the extra years in good health and actively shaping them. And a new book offers an exciting approach that is likely to be new to many people. This BrainCandy takes on the topic, because what is really our largest organ? I hope you enjoy listening to this issue. Show notes: https://en.ka-brandresearch.com/wp-content/uploads/sites/2/BrainCandy-109_What-really-is-the-largest-organ-in-our-body.pdf

    9 Min.
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As a brand expert, Ralph Ohnemus reports in BrainCandy on current news in the field of human behavior and how this affects the relationship between people and brands. All scientifically based and presented with a pinch of humour.

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    Ralph Uwe Ohnemus
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