Everyday MBA The Branding Power of Neuroscience and Emotional Insights
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Oct 21, 2025 Kevin Perlmutter, founder of Limbic Brand Evolution and author of Brand Desire, dives into the transformative power of neuroscience in branding. He highlights why traditional strategies often neglect emotional connections and introduces the concept of shared emotional motivation. Kevin shares innovative approaches to gather emotional insights beyond typical surveys and outlines three steps—Focus, Connect, Evolve—that spark brand desire. He emphasizes asking key questions to truly understand customer emotions and leveraging unique strengths for impactful brand strategy.
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Career-Defining Neuroscience Revelation
- Kevin Perlmutter describes his shift from traditional brand strategy after partnering with a neuroscience research firm and meeting behavioral science mentors.
- That revelation led him to build a brand approach rooted in how the brain's instinctive emotional responses drive decisions.
Shared Emotional Motivation Defined
- Shared emotional motivation is the common goal both brand and customers seek to achieve together.
- Discovering that mutual aim lets a brand craft invites and benefits that resonate instinctively with prospects.
Use Behavioral Research Over Standard Surveys
- Use behavioral-science research techniques instead of relying only on surveys or sliders to uncover true emotional drivers.
- Mine customer reviews, design questions that evoke volunteered emotion, and avoid social conformity bias in interviews.
