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.
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.
Über den Autor
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.
Inhaltsverzeichnis
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
