Brand desire : spark customer interest using emotional insights
Perlmutter, Kevin,
Brand desire : spark customer interest using emotional insights / Kevin Perlmutter. - xxi, 234 pages : illustrations ; 24 cm.
Includes bibliographical references and index.
Section ONE: Feel —
Evolving Brand Strategy —
Shifting from “About Us” to “For You”: AT&T Performing Arts Center Case Study —
Section TWO: Focus —
Discovering Emotional Insights —
Finding a Durable Competitive Advantage: Sundless Case Study —
Section THREE: Connect —
Developing Brand Benefits & Invitations —
Turning Customers into Heroes: Blue Ridge Case Study —
Section FOUR: Evolve —
Designing Brand Expression & Experiences —
Amplifying the Most Compelling Brand Benefits: Scratch Event DJs Case Study —
Differentiating on Brand Experience: ServiceByte Case Study —
Section FIVE: Lead —
Revealing Emotional Insights with Research —
Championing Customer Centricity —
Sustaining Ongoing Brand Evolution: Rise Case Study —
Embracing Your Limbic Sparks Mindset —
Section SIX: Glossary.
Brand Desire by Kevin Perlmutter is a comprehensive playbook for senior leaders who want to build brands that deliver measurable and sustainable growth by placing emotional intelligence at the heart of strategy. The book blends data-driven insight, behavioural science and practical frameworks to demonstrate how customer emotions can be harnessed as a powerful driver of loyalty, differentiation and long-term brand equity.
Perlmutter draws on interviews and examples from a wide range of organisations, from arts centres and service providers to emotionally intelligent brands such as Lemonade Insurance, Trader Joe’s, Zappos, Cutco, Bose and Ben & Jerry’s. Through these cases, he illustrates how aligning brand strategy with emotional drivers can deepen customer connections and unlock competitive advantage.
Readers are introduced to evidence-based models and step-by-step tools for strengthening positioning, applying behavioural science, and building governance structures that ensure consistency in brand delivery. The book also emphasises accountability, showing how to track progress, measure ROI and demonstrate the tangible business impact of emotionally intelligent brand building.
With its mix of theory, practice, and actionable guidance, Brand Desire equips executives to rethink traditional approaches, inspire loyalty, safeguard brand equity and achieve sustainable growth in an evolving market landscape. It is both a practical manual and a strategic reflection on the role of emotional insight in modern brand leadership.
9781398621046
CIPO000224271
Branding (Marketing)
Branding (Marketing)--Psychological aspects.
Trademarks--Design
HF5415.1255 / .P47 2025
Brand desire : spark customer interest using emotional insights / Kevin Perlmutter. - xxi, 234 pages : illustrations ; 24 cm.
Includes bibliographical references and index.
Section ONE: Feel —
Evolving Brand Strategy —
Shifting from “About Us” to “For You”: AT&T Performing Arts Center Case Study —
Section TWO: Focus —
Discovering Emotional Insights —
Finding a Durable Competitive Advantage: Sundless Case Study —
Section THREE: Connect —
Developing Brand Benefits & Invitations —
Turning Customers into Heroes: Blue Ridge Case Study —
Section FOUR: Evolve —
Designing Brand Expression & Experiences —
Amplifying the Most Compelling Brand Benefits: Scratch Event DJs Case Study —
Differentiating on Brand Experience: ServiceByte Case Study —
Section FIVE: Lead —
Revealing Emotional Insights with Research —
Championing Customer Centricity —
Sustaining Ongoing Brand Evolution: Rise Case Study —
Embracing Your Limbic Sparks Mindset —
Section SIX: Glossary.
Brand Desire by Kevin Perlmutter is a comprehensive playbook for senior leaders who want to build brands that deliver measurable and sustainable growth by placing emotional intelligence at the heart of strategy. The book blends data-driven insight, behavioural science and practical frameworks to demonstrate how customer emotions can be harnessed as a powerful driver of loyalty, differentiation and long-term brand equity.
Perlmutter draws on interviews and examples from a wide range of organisations, from arts centres and service providers to emotionally intelligent brands such as Lemonade Insurance, Trader Joe’s, Zappos, Cutco, Bose and Ben & Jerry’s. Through these cases, he illustrates how aligning brand strategy with emotional drivers can deepen customer connections and unlock competitive advantage.
Readers are introduced to evidence-based models and step-by-step tools for strengthening positioning, applying behavioural science, and building governance structures that ensure consistency in brand delivery. The book also emphasises accountability, showing how to track progress, measure ROI and demonstrate the tangible business impact of emotionally intelligent brand building.
With its mix of theory, practice, and actionable guidance, Brand Desire equips executives to rethink traditional approaches, inspire loyalty, safeguard brand equity and achieve sustainable growth in an evolving market landscape. It is both a practical manual and a strategic reflection on the role of emotional insight in modern brand leadership.
9781398621046
CIPO000224271
Branding (Marketing)
Branding (Marketing)--Psychological aspects.
Trademarks--Design
HF5415.1255 / .P47 2025
