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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.
List of contents
Chapter - 00: Introduction: The Next Frontier of Brand Strategy Section - ONE: Feel Chapter - 01: Evolving Brand Strategy Chapter - 02: AT&T Performing Arts Center: From "About Us" to "For You" Section - TWO: Focus Chapter - 03: Discovering Emotional Drivers Chapter - 04: Sundless: Finding a Durable Competitive Advantage Section - THREE: Connect Chapter - 05: Developing Brand Benefits & Invitations Chapter - 06: Blue Ridge: Turning Customers into Heroes Section - FOUR: Evolve Chapter - 07: Designing Brand Expression & Experiences Chapter - 08: Scratch Event DJs: Amplifying the Most Compelling Brand Benefits Chapter - 09: ServiceByte: Differentiating on Brand Experience Section - FIVE: Lead Chapter - 10: Revealing Emotional Insights with Research Chapter - 11: Championing Customer Centricity Chapter - 12: Rise: Sustaining Ongoing Brand Evolution Chapter - 13: Embracing Your Limbic Sparks Mindset Section - SIX: Additional Materials
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 spark desire. 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. Previously, he was Senior Director of Brand Strategy at Interbrand. For over a decade has been a writer and speaker on the intersection of brand strategy, emotion and customer engagement, including as a podcast host and contributing writer for Brandingmag.
