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 marketing "Branding, like Retail, is in a constant evolution- Kevin Perlmutter gives us 21st century coaching." ― Paco Underhill, Global Best-Selling Author of Why We Buy " Kevin is a thought leader you can trust. Recognizing our industry's need for experts who do more than identify strategic gaps, he offers the practical guidance to fix them by openly detailing his entire approach to more effective branding. I'm among his biggest supporters because he's honest and willing-qualities I look for in the people who I listen to and learn from." ― Flavia Barbat, Editor-in-Chief at Brandingmag "This book shines a light on one of the most powerful (and most overlooked) principles in marketing: Only if you truly understand what moves people and their behavior can you be a builder of great brands and businesses . Brand Desire reveals precisely how to act on this simple and timeless human truth." ― Dominik Prinz-Barley, Head of Brand at Google " Perlmutter's Brand Desire insightfully catapults brand strategy into a new era-one that evolves from persuasion-based approaches to creating meaningful connections rooted in the emotional drivers of customer decisions." ― Stephan Gans, SVP, Chief Consumer Insights and Analytics Officer at PepsiCo "The smart, new way to spark brand desire. Perlmutter reveals exactly how any brand, big or small, B2B or B2C, can identify and implement emotional insights to refine their strategy for attracting customers. Brand Desire is an indispensable compass for marketers, as well as brand and business leaders." ― Nancy Harhut, Co-Founder & Chief Creative Officer at HBT Marketing, and Author of Using Behavioral Science in Marketing "This book is a masterclass in unlocking the emotional drivers of consumer behavior-offering insight and inspiration far beyond any textbook. Perlmutter blends human understanding and real-world application with clarity and heart. He outlines an intuitive and practical guide for creating emotionally intelligent brand strategies. Brand Desire is now on my consumer behavior class reading list because it captures what students need to understand most." ― Barry Martin, Branding Consultant and Adjunct Professor of Consumer Behavior at New York University " Perlmutter ' s Limbic Sparks approach is unique, and helped my company evolve our branding to better connect with the underlying emotions of our most important stakeholders. Whether you're a branding veteran steeped in marketing and behavioral science, or an executive looking to strengthen brand credibility and relevance to your customers, Brand Desire simplifies the process with real world examples that translate to practical application in organizations." ― Craig Albright, Chief Executive Officer at Valera Health "In an age of influencers and exponential messaging, brand clarity and emotional resonance is ever more important. Great brands have always captured our hearts and Perlmutter ' s approach forces us to seek deep customer insights, while embracing the science of emotion, to accelerate sparks of connection." ― Dr. Jez Frampton, Adjunct Professor at University of Westminster London Business School, and Former Global Chief Executive Officer at Interbrand " Brand Desire shares clear direction th