Do you know that customers who are highly emotionally connected to your brand are 53% more loyal than those who are merely satisfied with your products and services?

Today I’m talking with Kevin Perlmutter. We explore why traditional brand strategies often miss the mark, how branding has evolved beyond surface-level connections, and Kevin’s concept of Limbic Sparks—those moments when emotional motivation meets brand desire. You’ll learn the three steps to spark brand desire and how even B2B brands can connect emotionally. Kevin shares why talking directly to customers beats cold data alone and staying in the thick of the details will make you more successful than just relying on AI. And we chat about marketing ethics and the crucial difference between being a customer habit versus gaining their loyalty.

Finally, Kevin shares the one big lesson he wants every leader to take away from his book. We could have talked forever about one of my favorite topics, so enjoy the insights and take a listen!

To access the episode transcript, go to www.TheEmpathyEdge.com, search by episode title.

Listen in for…

• Maintaining ethical behavior when deploying and evolving the brand.
• How to spark customer interest using emotional insights.
• Why the difference between habits and loyalty is important to understand.
• How to balance AI and humans to better serve your customers.
• The three steps for embracing a limbic spark mindset.

"Limbic sparks are what you feel when emotional motivation meets brand desire. It's that moment when you encounter a brand, and it feels like it was designed with you in mind." —  Kevin Perlmutter

Episode References: 

• The Empathy Edge podcast: 
• Kevin Perlmutter: When Emotional Motivation Meets Brand Desire
• Melina Palmer: What Your Employees Need But Can’t Tell You
• Melina Palmer: Why Your Customers Can’t Tell You What They Want
• MIT Article on human skills that complement AI shortcomings: https://mitsloan.mit.edu/ideas-made-to-matter/these-human-capabilities-complement-ais-shortcomings 

About Kevin Perlmutter, Chief Strategist & Founder, Limbic Brand Evolution:

Kevin Perlmutter is Chief Strategist and Founder of Limbic Brand Evolution, a brand strategy and neuromarketing consultancy that puts emotional insight at the center of how brands attract and retain customers. He is also the Author of BRAND DESIRE: Spark Customer Interest Using Emotional Insights. Based near New York City, he works with business and brand leaders to create stronger connections between their brand and the people they want to reach – as a consultant, speaker, and workshop facilitator – to guide the development of more effective methods for brand evolution and customer engagement.

Connect with Kevin Perlmutter:

Limbic Brand Evolution: https://www.limbicbrandevolution.com/ 

LinkedIn: https://www.linkedin.com/in/kevinperlmutter/ 

Book: BRAND DESIRE: Spark Customer Interest Using Emotional Insights www.BrandDesireBook.com 

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