Brand Desire
Kogan Page Ltd (Verlag)
978-1-3986-2109-1 (ISBN)
- Noch nicht erschienen - erscheint am 03.07.2025
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Inspire customer enthusiasm for your brand and open new opportunities for business growth by discovering and tapping into your customer's emotional drivers.
Written by leading expert Kevin Perlmutter, this book gives you the tools to accelerate your brand growth by developing a brand strategy that is emotionally intelligent. With a wealth of evidence showing us that emotion drives people's purchasing behavior, it is now more important than ever for brand leaders to bake emotional intelligence into their brand strategy in order to deliver messaging, offerings and experiences that deepen customers' brand engagement and loyalty.
Featuring real-world examples from brands such as Smartlinx, Triumph Financial and Noom, as well as insights from leaders of brands such as Deloitte, Audible and PepsiCo, Sparking Brand Desire provides a practical guide to help businesses and brand leaders at companies of all sizes discover the emotional drivers that will make their brand more relevant. It covers in detail how they can put emotional intelligence at the center of their strategy to spark brand desire and strengthen their customer-brand connection.
Kevin Perlmutter is the Chief Strategist and Founder of Limbic Brand Evolution a brand strategy and neuromarketing consultancy. Based in New York City, NY he works with CMOs, brands and businesses to create stronger connections between their brand and the people they want to reach. Prior to this he worked as Chief Strategist and Innovation Officer at Made Music Studio creating an award-winning, neuroscience-based research capability and for over a decade has been a writer and speaker on the intersection of brand strategy, neuromarketing, and emotional intelligence, including as a contributing writer for Brandingmag.
Chapter - 00: Introduction: The Next Frontier of Brand Strategy
Section - ONE: In Search of Brand Desire
Chapter - 01: Becoming an Emotionally Intelligent Brand
Chapter - 02: AT&T Performing Arts Center: From "About Us" to "For You"
Section - TWO: Focus
Chapter - 03: Discovering Emotional Drivers
Chapter - 04: Sundless: Challenging Kevlar
Chapter - 05: Using Research to Increase Customer Understanding
Section - THREE: Connect
Chapter - 06: Developing Brand Benefits and Invitations
Chapter - 07: Blue Ridge: Turning Customers into Heroes
Chapter - 08: Fostering Internal Brand Alignment and Enthusiasm
Section - FOUR: Evolve
Chapter - 09: Creating Brand Expression and Experiences
Chapter - 10: Scratch Event DJs: Reassuring Anxious Event Planners
Chapter - 11: Valera Health: Connecting Heart to Heart
Section - FIVE: Everyday Applications
Chapter - 12: Keeping a Brand Human in the Age of AI
Chapter - 13: Takeaway Lessons from Today’s Brand Leaders
Chapter - 14: Rise: Applying the Methodology to a Nonprofit
Section - SIX: Additional Materials
Chapter - 15: Quick-Start Project Plan and Checklist
Chapter - 16: Frequently Asked Questions
| Erscheint lt. Verlag | 29.7.2025 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Volkswirtschaftslehre ► Mikroökonomie | |
| ISBN-10 | 1-3986-2109-9 / 1398621099 |
| ISBN-13 | 978-1-3986-2109-1 / 9781398621091 |
| Zustand | Neuware |
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