000			03381nam a2200301 i 4500
001			on1520034408
003			OCoLC
005			20250923133016.0
007			ta
008			250226t20252025enka b 001 0 eng d
020			_a9781398621046 _qpaperback
024	8		_aCIPO000224271
035			_a(OCoLC)1520034408
040			_aUKMGB _beng _erda _cUKMGB _dOCLCO _dYDX _dUOH
041			_aEnglish
050		4	_aHF5415.1255 _b.P47 2025
100			_aPerlmutter, Kevin, _eauthor. _925957
245	1	0	_aBrand desire _b: spark customer interest using emotional insights _c/ Kevin Perlmutter.
264		1	_aLondon, United Kingdom ; _aNew York, NY : _bKoganPage, _c2025.
300			_axxi, 234 pages : _billustrations ; _c24 cm.
504			_aIncludes bibliographical references and index.
505			_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.
520			_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.
650		0	_aBranding (Marketing) _96284
650		0	_aBranding (Marketing) _xPsychological aspects.
650		0	_aTrademarks _xDesign _923776
942			_2lcc
999			_c4980 _d4980