2495 - Why Emotional Insight Beats Feature Lists in Brand Strategy with Limbic Brand Evolution's Kevin Perlmutter

Kevin Perlmutter, founder and Chief Strategist of Limbic Brand Evolution, joins Josh Elledge on The Thoughtful Entrepreneur to talk about building brands on emotional insight. Kevin Perlmutter, author of Brand Desire, says customer insight is a brand's greatest competitive advantage, and a why without a who is half the equation. In this episode Lead with emotional insight. Kevin wrote Brand Desire to put what customers feel at the center of how companies attract and keep them. Find what people want to feel. For a divorce specialist's clients, Kevin says, it came down to one line: everything will be okay. A why needs a who. Kevin calls "what's your why" half baked as a brand strategy framework when it ignores the customer. Ask your customers. Conversations and reviews show why people choose you, and Kevin says it won't be what you think. Questions this episode answers What is the book Brand Desire about? Kevin wrote Brand Desire as a modern brand strategy playbook for company leaders, founders and brand leaders. It puts emotional insight at the center of how companies attract and retain customers, instead of proof points and feature lists. What's wrong with starting with why? Kevin says it may be a great leadership principle, but as a brand strategy framework it's half baked. Without knowing who your customer is, talking about your why is like talking about yourself all night at a bar without asking the other person a single question. How do you find out what your customers care about? Kevin points to customer conversations and reviews. Ask how they found you, what they would miss most if your brand disappeared, and what one reason they would give a friend for checking you out. A standout quote “So your customer insight is your greatest competitive advantage.” Kevin Perlmutter About Kevin Perlmutter Kevin created Limbic Sparks Brand Strategy and launched Limbic Brand Evolution in 2019. His site lists more than 25 years helping brands evolve, including work with Interbrand, Made Music Studio, Publicis, McCann and Hampel Stefanides. His book is Brand Desire: Spark Customer Interest Using Emotional Insights. Links Limbic Brand Evolution website Kevin Perlmutter on LinkedIn Full article and transcript on podverified.com About The Thoughtful Entrepreneur The Thoughtful Entrepreneur is a daily podcast where Josh Elledge talks with founders and business leaders about what is working right now. Want to be a guest? Apply at podverified.com/podcast . Curious how podcast hosts see you as a guest? Get your free PodVerified Score .