Why Logic Doesn’t Sell and Emotion Always Will – FutureProof Podcast

Jul 22

“Desirable brands feel like they were designed with you in mind.” -Kevin Perlmutter

In this podcast conversation between host Jeremy Goldman and Kevin Perlmutter, we discuss why emotional intelligence is the competitive edge that most brands ignore, how to future proof your relevance in a cluttered world, and what Neuroscience tells us about sparking loyalty and desire.

We explore the fact that emotional intelligence is the most underused tool in a marketer’s toolkit. Kevin highlights the shift from outdated persuasion era strategies to modern, emotionally-driven brand strategies. He also stresses the importance of continuous evolution, leveraging customer insights to guide brand development and enhance customer experiences.

Here are some brand strategy topics that we discussed:

Common mistakes that limit brand desire
How brands can differentiate through emotional connection – not just function
Why emotional intelligence the so important to create brand relevance
How Limbic Sparks® Brand Strategy can help you identify emotional drivers
The neuroscience behind customer behavior and loyalty
Lessons from emotionally intelligent brands
Why “giving people reasons to care” is the most future-proof strategy of all

Here are some soundbites from the FutureProof discussion:

“There's an inextricable between our emotions and our desire that brand leaders should know about.”

“It's a missed opportunity for brand leaders who don't understand the science of how our brain works and apply that to the methods they use to attract people to their brand.”

“The Shared Emotional Motivation is a key element of brand strategy that I developed – it identifies the shared mission between the brand and the people it’s for, what are they both trying to achieve in this world.”

“What separates a forgettable brand from a desirable brand is that the desirable brand captures your instinctive, emotional desire to be a part of it – like it feels like it was designed with you in mind.”

“It's important for brand leaders to recognize that they are the epicenter in their company for customer insight, and they can use customer insight for the advantage of both their customers and their entire organization.”

I encourage you to listen to the full interview here.