80: Brand Desire: Why Emotional Insight Is the Future of Brand Strategy

80: Brand Desire: Why Emotional Insight Is the Future of Brand Strategy

From Marketing, Demystified The Podcast by Growgetter

November 12, 2025 · 52 min

About this episode

Kevin Perlmutter discusses the importance of emotional insight in modern brand strategy.

Is your brand strategy stuck in the past? On this episode, host Jenn Mancusi sits down with Kevin Perlmutter, Chief Strategist at Limbic Brand Evolution and author of "Brand Desire: Spark Customer Interest Using Emotional Insights." With over 30 years of brand strategy experience, including his time as Senior Director of Brand Strategy at Interbrand, Kevin reveals why traditional brand strategy focuses too much on "what's your why?" and not enough on "who's your who?" Learn about his Limbic Sparks® Brand Strategy framework, how emotional motivation drives customer behavior, and practical steps to stop focusing on persuasion and start focusing on connection. If you want to ignite interest, spark desire, and create ongoing brand loyalty, this episode is for you. "Marketing, Demystified" is brought to you by Growgetter, your growth marketing partner. Learn more here: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://growgetter.io

People in this episode

Host: Jenn Mancusi

Guest: Kevin Perlmutter

Topics covered

  • brand strategy
  • emotional insight
  • customer behavior
  • brand loyalty
  • connection over persuasion

Keywords

  • brand desire
  • emotional motivation
  • Limbic Sparks
  • customer interest
  • brand loyalty

Sponsors

Growgetter

Mentioned in this episode

Organizations: Limbic Brand Evolution, Interbrand

Books & works: Brand Desire: Spark Customer Interest Using Emotional Insights

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