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Most brands are trying to persuade people instead of understanding what actually makes them care. Kevin Perlmutter shows why the real competitive advantage is emotional insight—and how the brands that win are designed around how people want to feel. Carol Schultz sits down with Kevin, founder and chief brand strategist at Limbic Brand Evolution and author of Brand Desire, to unpack why traditional brand strategy often misses the mark. Kevin explains how his work in neuroscience and behavioral science reshaped the way he thinks about customer motivation, loyalty, and messaging—and why survey-based research and old-school “proof points” can keep companies stuck in their own assumptions. You’ll discover:
- Why emotion, not logic, is the biggest driver of brand loyalty
- How implicit association testing reveals subconscious responses that traditional surveys miss
- The difference between smart emotional marketing and manipulation
- Why brand strategy must be built from customer insight, not internal opinion
- How to create a brand idea that acts as a benefit and invitation, not an “about us” statement
Kevin shares the story of helping the ATT Performing Arts Center shift from “staging the amazing” to “yours to discover,” a simple change that opened the door to a broader audience and still guides the organization today. He also breaks down how B2B brands can shorten the sales cycle by speaking to human motivations, not just business features. This conversation also tackles the bigger picture: why brand strategy and business strategy need to work together, why product quality still matters, and why the best positioning comes from what your customers already feel, say, and return for. If you’re an entrepreneur, marketer, or leader trying to attract the right customers without sounding generic, manipulative, or forgettable, this episode gives you a sharper way to think about brand strategy—and a better way to build something people actually want.
Connect With Host Carol Schultz
Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, YouTube, and Instagram.
Connect With Guest Kevin Perlmutter
Find out more about Kevin at Limbic Brand Evolution and LinkedIn, and find his book Brand Desire
Want to be our next guest? Email cat.gloria@verticalelevation.com with your information.
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