Embrace Your Limbic Sparks Mindset

BRAND DESIRE reveals how to get more people interested in the brand you’re responsible for.

 

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  • Brand Desire is for anyone who is responsible for a company's brand — how it presents itself and the experiences it delivers. Whether you’re a CEO, CMO, Brand Manager, Consultant, or Student, you’ll learn how to spark brand desire with emotional insights using Limbic Sparks® Brand Strategy.

  • Each chapter will inspire you and teach you how to move beyond the limitations of traditional brand strategy. You’ll learn about the three steps to sparking brand desire – Focus, Connect, and Evolve – and you will become a believer and practitioner of the idea that understanding and addressing how people want to feel, will be what sets your brand apart. Whether you’re doing the work yourself or guiding your team, you’ll be able to put this emotion-centric mindset into practice every day, even when a big brand evolution is not underway.

  • "We buy on emotion but justify with logic." This inextricable link between emotion and desire is fundamental in human behavior, but it's not an insight that most business or brand leaders apply to their work, and it's a big, missed opportunity for all kinds of companies. Too much "what's your why?" Not enough "who's your who?” Despite good intentions, so much brand activity lacks deep customer understanding and relevance. BRAND DESIRE will help you embrace a Limbic Sparks Mindset, so you can address how people want to feel, and evolve your brand to ignite interest and spark desire.

Ignite customer enthusiasm for your brand and open new opportunities for business growth, by discovering and addressing what matters most to your customers.

BRAND DESIRE 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 spark desire. At the heart of this book 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 behavioral science that rarely feature in brand leadership initiatives, this practical guide will help businesses and brand leaders move beyond the limitations of traditional brand strategy. This book shares real-world examples of how this approach has been put into practice through the eyes of brand 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.