Brand Desire

Spark Customer Interest Using Emotional Insights
1. Auflage 2025
ISBN: 978-1-3986-2109-1
Verlag: Kogan Page

Buch, Englisch, 280 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 564 g

Inspire customer enthusiasm for your brand and open new opportunities for business growth by discovering and tapping into your customer's emotional drivers. Written by leading expert Kevin Perlmutter, this book gives you the tools to accelerate your brand growth by developing a brand strategy that is emotionally intelligent. With a wealth of evidence showing us that emotion drives people's purchasing behavior, it is now more important than ever for brand leaders to bake emotional intelligence into their brand strategy in order to deliver messaging, offerings and experiences that deepen customers' brand engagement and loyalty. Featuring real-world examples from brands such as Smartlinx, Triumph Financial and Noom, as well as insights from leaders of brands such as Deloitte, Audible and PepsiCo, Sparking Brand Desire provides a practical guide to help businesses and brand leaders at companies of all sizes discover the emotional drivers that will make their brand more relevant. It covers in detail how they can put emotional intelligence at the center of their strategy to spark brand desire and strengthen their customer-brand connection.

Autoren/Hrsg.

Perlmutter, Kevin

Fachgebiete

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

Inhaltsverzeichnis

• • Chapter - 00: Introduction: The Next Frontier of Brand Strategy
• Section - ONE: In Search of Brand Desire
• • Chapter - 01: Becoming an Emotionally Intelligent Brand
  • Chapter - 02: AT&T Performing Arts Center: From "About Us" to "For You"
• Section - TWO: Focus
• • Chapter - 03: Discovering Emotional Drivers
  • Chapter - 04: Sundless: Challenging Kevlar
  • Chapter - 05: Using Research to Increase Customer Understanding
• Section - THREE: Connect
• • Chapter - 06: Developing Brand Benefits and Invitations
  • Chapter - 07: Blue Ridge: Turning Customers into Heroes
  • Chapter - 08: Fostering Internal Brand Alignment and Enthusiasm
• Section - FOUR: Evolve
• • Chapter - 09: Creating Brand Expression and Experiences
  • Chapter - 10: Scratch Event DJs: Reassuring Anxious Event Planners
  • Chapter - 11: Valera Health: Connecting Heart to Heart
• Section - FIVE: Everyday Applications
• • Chapter - 12: Keeping a Brand Human in the Age of AI
  • Chapter - 13: Takeaway Lessons from Today’s Brand Leaders
  • Chapter - 14: Rise: Applying the Methodology to a Nonprofit
• Section - SIX: Additional Materials
• • Chapter - 15: Quick-Start Project Plan and Checklist
  • Chapter - 16: Frequently Asked Questions

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 the Chief Strategist and Founder of Limbic Brand Evolution a brand strategy and neuromarketing consultancy. Based in New York City, NY he works with CMOs, brands and businesses to create stronger connections between their brand and the people they want to reach. Prior to this he worked as Chief Strategist and Innovation Officer at Made Music Studio creating an award-winning, neuroscience-based research capability and for over a decade has been a writer and speaker on the intersection of brand strategy, neuromarketing, and emotional intelligence, including as a contributing writer for Brandingmag.