Perlmutter Brand Desire

Spark Customer Interest Using Emotional Insights
1. Auflage 2025
ISBN: 978-1-3986-2108-4
Verlag: Kogan Page
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 264 Seiten, Accessible EPUB

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

Autoren/Hrsg.

Perlmutter, Kevin

Fachgebiete

• Sozialwissenschaften Psychologie Psychologische Disziplinen Umwelt-, Konsum- und Werbepsychologie
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik

Inhaltsverzeichnis

Section - ONE: Feel Chapter - 01: Evolving Brand Strategy Chapter - 02: Shifting from "About Us" to "For You": AT&T Performing Arts Center Case Study Section - TWO: Focus Chapter - 03: Discovering Emotional Insights Chapter - 04: Finding a Durable Competitive Advantage: Sundless Case Study Section - THREE: Connect Chapter - 05: Developing Brand Benefits & Invitations Chapter - 06: Turning Customers into Heroes: Blue Ridge Case Study Section - FOUR: Evolve Chapter - 07: Designing Brand Expression & Experiences Chapter - 08: Amplifying the Most Compelling Brand Benefits: Scratch Event DJs Case Study Chapter - 09: Differentiating on Brand Experience: ServiceByte Case Study Section - FIVE: Lead Chapter - 10: Revealing Emotional Insights with Research Chapter - 11: Championing Customer Centricity Chapter - 12: Sustaining Ongoing Brand Evolution: Rise Case Study Chapter - 13: Embracing Your Limbic Sparks Mindset Section - SIX: Glossary

Über Autor(innen)

Perlmutter, Kevin
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.

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.