- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this 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
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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