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Full Description
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
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
