Brian Clegg, a science writer and BBC Science Focus contributor, dives into the fascinating world of manipulation in this talk. He uncovers how our emotions can make us vulnerable to both benign entertainment and malicious fraud. Clegg explores the power of storytelling and its role in shaping perceptions, as well as the dangers of misinformation and AI technologies like deepfakes. He discusses nudge theory, showcasing how slight prompts can significantly influence decision-making, while also tracing the evolution of branding in the modern era.