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Full Description
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.
Contents
Section - ONE: Feel
Chapter - 01: Evolving Brand Strategy
Chapter - 02: Shifting from "About Us" to "For You": AT&T Performing Arts Center Case Study
Section - TWO: Focus
Chapter - 03: Discovering Emotional Insights
Chapter - 04: Finding a Durable Competitive Advantage: Sundless Case Study
Section - THREE: Connect
Chapter - 05: Developing Brand Benefits & Invitations
Chapter - 06: Turning Customers into Heroes: Blue Ridge Case Study
Section - FOUR: Evolve
Chapter - 07: Designing Brand Expression & Experiences
Chapter - 08: Amplifying the Most Compelling Brand Benefits: Scratch Event DJs Case Study
Chapter - 09: Differentiating on Brand Experience: ServiceByte Case Study
Section - FIVE: Lead
Chapter - 10: Revealing Emotional Insights with Research
Chapter - 11: Championing Customer Centricity
Chapter - 12: Sustaining Ongoing Brand Evolution: Rise Case Study
Chapter - 13: Embracing Your Limbic Sparks Mindset
Section - SIX: Glossary
