Sparking Brand Desire - by Kevin Perlmutter

About the Book

Turn emotional insight into a competitive advantage to develop a brand strategy that deepens brand engagement and loyalty.

Book Synopsis

Ignite customer enthusiasm for your brand and open new opportunities for business growth, by discovering and addressing what matters most to your customers.

Written by brand strategy expert Kevin Perlmutter, this book gives you the tools to accelerate your brand growth by delivering a detailed strategy playbook that puts emotional insight at the center of how brands attract and retain customers. At the heart of this book lies a simple yet powerful premise: brand leaders who understand and address the emotional motivations of their customers lead the brands that thrive.

Drawing on insights from behavioral science that rarely feature in brand leadership initiatives, this modern-day guide to brand strategy will help business and brand leaders move beyond the limitations of traditional brand strategy. Brand Desire shares real-world examples of how this approach has been put into practice through the eyes of leaders who have benefited from using it, from companies such as the AT&T Performing Arts Center, bulletproof material manufacturer Sundless, social services nonprofit Rise, the world's leading corporate DJ booking service Scratch Event DJs, IT managed service provider ServiceByte, and supply chain software company Blue Ridge. It also shares examples of emotionally intelligent brands such as Lemonade Insurance, Trader Joe's, Zappos, Cutco, Bose, and Ben & Jerry's.

Reading this book will enable you to understand how you can put emotional intelligence at the center of your strategy to spark brand desire and strengthen customer-brand connections.

Review Quotes

"Brand Desire shares clear direction that will enable any CEO to uncover blind spots in their brand strategy. These are not just conjectures or ideas-rather, actionable pillars of brand management that I've found to be indispensable in steering organizations internally, so that the brand delivers the best possible experience for customers externally."-- "Rajiv Pancholy, Global Chief Executive Officer and Brand Practitioner"

"As a creative lead, I know that there's nothing more frustrating than being challenged to create effective marketing with a less than helpful brief. Kevin's Limbic Sparks approach to understanding the "who" reminds us that emotional impact is often why people respond and remain loyal to a brand. It's those nuggets of customer understanding that feel like a secret cheat code to elevate the work with emotional storytelling that connects."-- "Della Mathew, Executive Creative Director at 22Squared, formerly with Ogilvy NY, Arnold Worldwide NY, and Publicis NY"

"Branding, like Retail, is in a constant evolution-Kevin Perlmutter gives us 21st century coaching."-- "Paco Underhill, Global Best-Selling Author of Why We Buy"

"In an age of influencers and exponential messaging, brand clarity and emotional resonance is ever more important. Great brands have always captured our hearts and Perlmutter's approach forces us to seek deep customer insights, while embracing the science of emotion, to accelerate sparks of connection."-- "Dr. Jez Frampton, Adjunct Professor at University of Westminster London Business School, and Former Global Chief Executive Officer at Interbrand"

"Kevin is a thought leader you can trust. Recognizing our industry's need for experts who do more than identify strategic gaps, he offers the practical guidance to fix them by openly detailing his entire approach to more effective branding. I'm among his biggest supporters because he's honest and willing-qualities I look for in the people who I listen to and learn from."-- "Flavia Barbat, Editor-in-Chief at Brandingmag"

"Perlmutter's Brand Desire insightfully catapults brand strategy into a new era-one that evolves from persuasion-based approaches to creating meaningful connections rooted in the emotional drivers of customer decisions."-- "Stephan Gans, SVP, Chief Consumer Insights and Analytics Officer at PepsiCo"

"Perlmutter's focus on aligning the emotional motivations of customers and brands is a great reminder of what really drives successful branding. His Focus-Connect-Evolve model adds structure to emotion-centric branding, echoing key principles in behavioral science. Reading it was a joy and even made me reflect on how emotion shows up in my own work."-- "Michelle Niedziela PhD, Neuroscientist and Behavioral Science Consultant at Nerdoscientist"

"Perlmutter's Limbic Sparks approach is unique, and helped my company evolve our branding to better connect with the underlying emotions of our most important stakeholders. Whether you're a branding veteran steeped in marketing and behavioral science, or an executive looking to strengthen brand credibility and relevance to your customers, Brand Desire simplifies the process with real world examples that translate to practical application in organizations."-- "Craig Albright, Chief Executive Officer at Valera Health"

"The smart, new way to spark brand desire. Perlmutter reveals exactly how any brand, big or small, B2B or B2C, can identify and implement emotional insights to refine their strategy for attracting customers. Brand Desire is an indispensable compass for marketers, as well as brand and business leaders."-- "Nancy Harhut, Co-Founder & Chief Creative Officer at HBT Marketing, and Author of Using Behavioral Science in Marketing"

"This book is a masterclass in unlocking the emotional drivers of consumer behavior-offering insight and inspiration far beyond any textbook. Perlmutter blends human understanding and real-world application with clarity and heart. He outlines an intuitive and practical guide for creating emotionally intelligent brand strategies. Brand Desire is now on my consumer behavior class reading list because it captures what students need to understand most."-- "Barry Martin, Branding Consultant and Adjunct Professor of Consumer Behavior at New York University"

"This book shines a light on one of the most powerful (and most overlooked) principles in marketing: Only if you truly understand what moves people and their behavior can you be a builder of great brands and businesses. Brand Desire reveals precisely how to act on this simple and timeless human truth."-- "Dominik Prinz-Barley, Head of Brand at Google"

About the Author

Kevin Perlmutter is Chief Strategist and Founder of Limbic Brand Evolution, a brand strategy consultancy which puts emotional insight at the center of how brands attract and retain customers. Based near New York City, NY he works with business and brand leaders to create stronger connections between their brand and the people they want to reach. Throughout Kevin's 30+ year career, including his time as Senior Director of Brand Strategy at Interbrand, he's worked with dozens of top global and regional brands in various roles and has consistently guided the development of more effective methods for brand evolution and engagement.