Brand Desire

How can leaders use emotional insight to deliver lasting brand growth?

Brand Desire is a strategic playbook for senior executives who want proven tools for building brands that achieve measurable results by putting emotional intelligence at the center of decision-making. Written by brand strategy expert Kevin Perlmutter, it combines data-led insight, behavioral science and practical frameworks to help leaders design strategies that outperform traditional approaches.

Drawing on interviews and examples from diverse organizations including AT&T Performing Arts Center, Sundless, Rise, Scratch Event DJs, ServiceByte, and Blue Ridge, as well as emotionally intelligent brands like Lemonade Insurance, Trader Joe's, Zappos, Cutco, Bose, and Ben & Jerry's, it offers evidence-backed models for creating stronger customer connections and unlocking sustainable growth.

You will learn how to:

- Align brand strategy with emotional drivers that influence buying decisions
- Apply behavioural science to strengthen brand positioning and differentiation
- Build governance models that ensure consistent, customer-focused execution
- Measure ROI and track impact through data-led performance metrics

With strategic models, real-world examples and actionable tools, Brand Desire equips leaders to inspire loyalty, safeguard brand equity and deliver growth in an evolving market.

Themes include: brand strategy, emotional intelligence, governance, behavioural science, ROI, leadership in marketing