How can brands attract and retain customers more effectively by understanding people's emotional motivations?
Brand Desire is a strategic playbook for business leaders, branding professionals and students who want proven techniques to achieve measurable results through emotionally intelligent decision-making. Written by pioneering brand strategist
Kevin Perlmutter, this modern-day approach combines behavioral science, data-led customer insight and practical frameworks to help you develop brand strategies, marketing and experiences that outperform traditional approaches.
This book draws on interviews and behind-the-scenes details from diverse organizations, including AT&T Performing Arts Center, Sundless, Rise, Scratch Event DJs, ServiceByte and Blue Ridge.
Brand Desire also features evidence-backed tactics from emotionally intelligent brands such as Lemonade Insurance, Trader Joe's, Zappos, Cutco, Bose and Ben & Jerry's that create strong customer connections and unlock sustainable growth.
You will learn how to:
- Align brand strategy with emotional drivers that influence buying decisions
- Apply behavioral science to strengthen brand positioning and differentiation
- Ensure consistent and customer-focused execution through the Limbic Sparks model
- Provides insights from neuroscientists, analysts and leaders at brands such as Gartner, Google and PepsiCo
With real-world examples, actionable tools and introducing a groundbreaking strategic model,
Brand Desire equips you to earn brand loyalty, increase brand equity and deliver growth in an evolving market.
Themes include: brand strategy, emotional intelligence, behavioral science, consumer behavior, leadership in marketingPaperback / softback | 264 pages | Published July 2025
