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Brand Desire

Spark Customer Interest Using Emotional Insights

Turn emotional insight into a competitive advantage to develop a brand strategy that deepens brand engagement and loyalty.
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EAN: 9781398621046
Edition: 1
Published:
Format: 234 x 156
264 pages

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About the book

How can leaders use emotional insight to deliver lasting brand growth?

Brand Desire is a strategic playbook for senior executives who want proven tools for building brands that achieve measurable results by putting emotional intelligence at the center of decision-making. Written by brand strategy expert Kevin Perlmutter, it combines data-led insight, behavioral science and practical frameworks to help leaders design strategies that outperform traditional approaches.

Drawing on interviews and examples from diverse organizations including AT&T Performing Arts Center, Sundless, Rise, Scratch Event DJs, ServiceByte, and Blue Ridge, as well as emotionally intelligent brands like Lemonade Insurance, Trader Joe's, Zappos, Cutco, Bose, and Ben & Jerry's, it offers evidence-backed models for creating stronger customer connections and unlocking sustainable growth.

You will learn how to:
- Align brand strategy with emotional drivers that influence buying decisions
- Apply behavioural science to strengthen brand positioning and differentiation
- Build governance models that ensure consistent, customer-focused execution
- Measure ROI and track impact through data-led performance metrics

With strategic models, real-world examples and actionable tools, Brand Desire equips leaders to inspire loyalty, safeguard brand equity and deliver growth in an evolving market.

Themes include: brand strategy, emotional intelligence, governance, behavioural science, ROI, leadership in marketing

About the authors

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.
  • 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

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