03464nam a2200313 i 4500001001300000003000600013005001700019007000300036008004100039020002900080024001800109035002200127040004400149041001200193050002700205100003900232245009200271264006400363300004600427504005100473505084000524520155301364650003102917650004902948650003002997942000803027952010003035999001503135on1520034408OCoLC20250923133016.0ta250226t20252025enka b 001 0 eng d a9781398621046qpaperback8 aCIPO000224271 a(OCoLC)1520034408 aUKMGBbengerdacUKMGBdOCLCOdYDXdUOH aEnglish 4aHF5415.1255b.P47 2025 aPerlmutter, Kevin,eauthor.92595710aBrand desire b: spark customer interest using emotional insights c/ Kevin Perlmutter. 1aLondon, United Kingdom ;aNew York, NY :bKoganPage,c2025. axxi, 234 pages :billustrations ;c24 cm. aIncludes bibliographical references and index. aSection 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. aBrand 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. 0aBranding (Marketing)96284 0aBranding (Marketing)xPsychological aspects. 0aTrademarksxDesign923776 2lcc 00102lcc4070aTBSbTBSd2025-09-23l0oHF5415.1255 PERpB07601r2025-12-12t1w2025-09-23y1 c4980d4980