- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
How can leaders use emotional insight to deliver lasting brand growth?
Brand Desire is a strategic book for mid-senior branding professionals who want proven tools for building brands that achieve measurable results through emotionally intelligent decision-making. Written by brand strategy expert Kevin Perlmutter, it combines behavioral science, data-led insight and practical frameworks to help leaders design brand strategies that outperform traditional approaches.
Drawing on interviews and real-world examples from diverse organizations including AT&T Performing Arts Center, Sundless, Rise, Scratch Event DJs, ServiceByte and Blue Ridge, as well as emotionally intelligent brands such as Lemonade Insurance, Trader Joe's, Zappos, Cutco, Bose and Ben & Jerry's, it offers evidence-backed models for creating stronger customer connections and unlocking 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 leaders to inspire loyalty, safeguard brand equity and deliver growth in an evolving market.
Themes include: brand strategy, emotional intelligence, governance, behavioral science, consumer behavior, leadership in marketing
Frequently asked questions
- Essential is ideal for learners and professionals who enjoy exploring a wide range of subjects. Access the Essential Library with 800,000+ trusted titles and best-sellers across business, personal growth, and the humanities. Includes unlimited reading time and Standard Read Aloud voice.
- Complete: Perfect for advanced learners and researchers needing full, unrestricted access. Unlock 1.4M+ books across hundreds of subjects, including academic and specialized titles. The Complete Plan also includes advanced features like Premium Read Aloud and Research Assistant.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Information
Table of contents
- Online Resources
- About the Author
- Foreword by Ruth Gaviria
- Preface
- Acknowledgments
- PART ONE Feel
- 01 Evolving Brand Strategy
- 02 Shifting from “About Us” to “For You”: AT&T Performing Arts Center Case Study
- PART TWO Focus
- 03 Discovering Emotional Insights
- 04 Finding a Durable Competitive Advantage: Sundless Case Study
- PART THREE Connect
- 05 Developing Brand Benefits & Invitations
- 06 Turning Customers into Heroes: Blue Ridge Case Study
- PART FOUR Evolve
- 07 Designing Brand Expression & Experiences
- 08 Amplifying the Most Compelling Brand Benefits: Scratch Event DJs Case Study
- 09 Differentiating on Brand Experience: ServiceByte Case Study
- PART FIVE Lead
- 10 Revealing Emotional Insights with Research
- 11 Championing Customer Centricity
- 12 Sustaining Ongoing Brand Evolution: Rise Case Study
- 13 Embracing Your Limbic Sparks Mindset
- Limbic Sparks Brand Strategy Glossary
- Index