It’s a popular cliché in branding: “Surprise and Delight Customers.” However, the research shows that consumers value other emotions more. Instead of prioritizing surprise and delight, focus on making customers feel valued, appreciated, and respected - the more powerful drivers of brand loyalty.

How can you improve Brand Messaging, to be sure it attracts people to your brand? First, find out what will make them stop in their tracks. Understand what they care about, and how your brand can capture their attention.

How can your marketing budget be used most effectively? Start by elevating the importance of brand strategy before marketing tactics. Always remember, tactics before strategy is a bad idea for your brand.

When working on brand development, be sure not to miss a crucial step in the process. Brand Strategy is crucial, no matter how fast you want answers. To avoid wasted brand and marketing efforts, be sure to set the right strategic foundation.

How can brand strategy be more effective? In 2019, I created Limbic Sparks Brand Strategy to help brand leaders overcome the limitations of traditional brand strategy. This is how...

Consumer insight is what CMOs can uniquely bring to the table and where they gain their greatest influence. Being a champion of consumer insights is how CMOs can earn trust and foster support for novel paths forward….

The value of curiosity is a broader perspective, a deeper understanding, and the opportunity to develop more effective brand strategies. Aren’t you curious about what being more curious can do for you?…

Why is it that so many B2B brands struggle to differentiate themselves? My theory: they have yet to get real. Learn here how to set your brand apart and attract the real people decision-makers who you are selling to…

Go Solo interviewed Kevin Perlmutter to hear about his entrepreneurial journey. He reveals what inspires his Limbic Sparks® neuromarketing approach to brand strategy and three things to consider when starting, running and growing a business…

Are you in search of the perfect creative brief? While there is no end-all-be-all solution, here is how creative briefs can be greatly improved to become more inspiring and to lead to more effective creative work, by applying a neuromarketing orientation…

Have you ever noticed that the most successful brands always seem to know exactly what people want? They serve customer needs and discover unmet needs that no other brand is addressing…

As you think ahead about brand development and growing your business, here are some approaches that you can apply to gain a competitive advantage…

Here’s what would happen if emotional intelligence was applied to brands: Leaders of these Emotionally Intelligent brands would be more successful attracting customer & prospects, because...

The ability for brands to have a competitive advantage these days is getting slimmer and slimmer. When it comes to attracting and retaining customers, small details have a big impact…

Going forward, leaders of strong brands will be more successful because they understand and address what people care about most. There’s never been a more opportune time for them to act in this way, given the convergence of three factors…

Early on, Predictably Irrational – The Hidden Forces that Shape Our Decisions, by Dan Ariely, changed how I think about branding and marketing. Aline is co-Principle with Dan at The Center for Advanced Hindsight at Duke University. Here’s what Aline thinks Brand Leaders should know about motivation & brand loyalty…

In 2020, the global pandemic caused many businesses to rethink how they will survive and grow. Going forward, we can look back to understand how some brands remained strong despite these disruptive challenges. It comes down to two things…

In a wake-up call for CMOs, brands, and business leaders everywhere, McKinsey reported that “Consumers are switching brands at unprecedented rates”. All of a sudden, long-standing customer loyalty, for many brands, was exposed as an illusion…

In this podcast, Kevin has a fun and lively conversation with host Jasmine Moradi about the power of emotion in our lives’ - from deep childhood memories to the best and worst brand experiences…

Enlightened brand leaders are wrapping their heads around methods to understand how instinctive emotion influences the behavior of their desired consumers. This interview reveals things brand leaders should know about what makes people tick…