Brand Desire

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 provides you with the tools to accelerate your brand growth through a detailed strategy playbook that places emotional insight at the centre of how brands spark desire. At the heart of this work lies a simple yet powerful theory: brands that understand and address the emotional motivations of their customers are the brands that thrive.

Drawing on insights from behavioural science that rarely feature in brand leadership initiatives, this practical guide aids businesses and brand leaders in moving beyond the limitations of traditional brand strategy. Brand Desire shares real-world examples of this approach in practice, illustrated through the experiences of brand leaders 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 highlights 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 to put emotional intelligence at the centre of your strategy to ignite brand desire and strengthen customer-brand connections.