Connecting Emotionally – Kevin Perlmutter featured in Investor’s Business Daily
How Can Branding Be More Effective Using Emotion?
That’s the question that writer Michael Mink from Investor’s Business Daily had for Kevin Perlmutter.
Kevin shared:
“Traditional brand strategy often misses the mark. There isn’t enough emphasis on customer insights and reasons for them to care about what you’re offering. As a result, most brand messages get lost among product features. Marketing often fails to address the emotional motivations of customers.”
Throughout the article, Kevin shares the challenges with traditional brand strategy, and he goes on to say:
“Many brand leaders are unaware of, undervalue, or ignore the power of emotional insights, and most brand development efforts are done without an understanding of people’s emotional motivation.”
Kevin explains that customers’ emotional motivations are the drivers behind their decisions and behavior, and brand leaders who understand the importance of emotional insights will have better success in developing effective brand strategies.
Effective Branding is All About the Customer and Answering Three Questions
Kevin shares the three questions that brand leaders should answer when striving for effective branding:
What are people's frustrations, unmet needs, and motivations?
How do people want to feel?
What should your brand say and do to make people's lives better?
This is all part of embracing what Kevin calls a Limbic Sparks Mindset – an approach to brand leadership that uses emotional insight to address how people want to feel, so your brand ignites interest and sparks desire.
“People care about their own motivations, not a brand’s “why”, he says.
You can check out the full article online, Effective Branding Calls for Emotional Approach - or see the in-print versions below.
Go Deeper: Preview Kevin’s Book: BRAND DESIRE
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