- 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 neuroscientists, analysts and leaders at brands such as Gartner, Google and PepsiCo
- Includes real-world examples from companies including, AT&T Performing Arts Center,Trader Joe's, Ben & Jerry's and Marriott
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
264 pages
About the book
How can brands attract and retain customers more effectively by understanding people's emotional motivations?
Brand Desire is a strategic playbook for business leaders, branding professionals and students who want proven techniques to achieve measurable results through emotionally intelligent decision-making. Written by pioneering brand strategist Kevin Perlmutter, this modern-day approach combines behavioral science, data-led customer insight and practical frameworks to help you develop brand strategies, marketing and experiences that outperform traditional approaches.
This book draws on interviews and behind-the-scenes details from diverse organizations, including AT&T Performing Arts Center, Sundless, Rise, Scratch Event DJs, ServiceByte and Blue Ridge. Brand Desire also features evidence-backed tactics from emotionally intelligent brands such as Lemonade Insurance, Trader Joe's, Zappos, Cutco, Bose and Ben & Jerry's that create strong customer connections and unlock sustainable growth.
You will learn how to:
- Align brand strategy with emotional drivers that influence buying decisions
- Apply behavioral science to strengthen brand positioning and differentiation
- Ensure consistent and customer-focused execution through the Limbic Sparks model
- Provides insights from neuroscientists, analysts and leaders at brands such as Gartner, Google and PepsiCo
With real-world examples, actionable tools and introducing a groundbreaking strategic model, Brand Desire equips you to earn brand loyalty, increase brand equity and deliver growth in an evolving market.
Themes include: brand strategy, emotional intelligence, behavioral science, consumer behavior, leadership in marketing
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 attract and retain customers. 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. Throughout Kevin's 30+ year career, including his time as Senior Director of Brand Strategy at Interbrand, he's worked with dozens of top global and regional brands in various roles and has consistently guided the development of more effective methods for brand evolution and engagement.
Branding, like Retail, is in a constant evolution-Kevin Perlmutter gives us 21st century coaching.
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