- Explains how senior branding and marketing leaders can discover and understand customers' emotional drivers
- Explores how to use these emotional drivers to create a brand strategy that sparks brand desire and connection
- Provides insights from leaders at brands such as Deloitte, Audible and PepsiCo
- Includes real-world examples from companies including Smartlinx, Triumph Financial and Noom
Brand Desire
Spark Customer Interest Using Emotional Insights
Turn emotional insight into a competitive advantage to develop a brand strategy that deepens brand engagement and loyalty.
Key features at a glance
EAN: 9781398621046
Edition: 1
Published:
Format: 234x156
280 pages
About the book
Ignite customer enthusiasm for your brand and open new opportunities for business growth, by discovering and addressing what matters most to your customers.
Written by brand strategy expert Kevin Perlmutter, this book gives you the tools to accelerate your brand growth by delivering a detailed strategy playbook that puts emotional insight at the center of how brands spark desire. At the heart of this book lies a simple yet powerful theory: brands that understand and address the emotional motivations of their customers are the brands that thrive.
Drawing on insights from behavioral science that rarely feature in brand leadership initiatives, this practical guide will help businesses and brand leaders move beyond the limitations of traditional brand strategy. Brand Desire shares real-world examples of how this approach has been put into practice through the eyes of brand leaders who have benefited from using it, from companies such as the AT&T Performing Arts Center, bulletproof material manufacturer Sundless, social services nonprofit Rise, the world's leading corporate DJ booking service Scratch Event DJs, IT managed service provider ServiceByte, and supply chain software company Blue Ridge. It also shares examples of emotionally intelligent brands such as Lemonade Insurance, Trader Joe's, Zappos, Cutco, Bose, and Ben & Jerry's.
Reading this book will enable you to understand how you can put emotional intelligence at the center of your strategy to spark brand desire and strengthen customer-brand connections.
About the authors
Kevin Perlmutter is Chief Strategist and Founder of Limbic Brand Evolution, a brand strategy consultancy which puts emotional insight at the center of how brands spark desire. Based near New York City, NY he works with business and brand leaders to create stronger connections between their brand and the people they want to reach. Previously, he was Senior Director of Brand Strategy at Interbrand. For over a decade has been a writer and speaker on the intersection of brand strategy, emotion and customer engagement, including as a podcast host and contributing writer for Brandingmag.
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