Have you ever had someone at “Hello”? Someone that understood your branding and service offering and wanted to work with you? I discuss how to do that with my guest, Kevin Perlmutter. Kevin is the Chief Strategist and Founder of Limbic Brand Evolution - a brand strategy and neuromarketing consultancy, and creator of Limbic Sparks Brand Strategy, which taps into emotional insight to strengthen connections between brands and people. Kevin has been working in brand strategy for many years. When he started his career, he was in advertising but quickly realized that he wanted to be in the customer experience part of the business. He learned different ways to bring brand strategy together. The Gap with Traditional Brand Strategy It wasn’t until he was at his next job working in a studio that creates sound and music for brands and entertainment companies that he got introduced to emotional insight and neuroscience-based thinking. Kevin created a research capability rooted in neuroscience where he learned about the limbic part of our brain and how people make instinctive emotional decisions that guide how they act, feel, and consume products and services as they relate to brands. He was on his way. Traditional brand strategy doesn’t address how to put emotional insight at the center of branding endeavors. Emotional insight is what guides us; it guides what we think and how we behave. Yet it’s often overlooked with most brand strategy campaigns. Kevin decided to create an approach to brand strategy that puts emotional insight at the center of campaigns. How and Why People Make Decisions Based on Emotion There’s a behavioral science truism which is “We buy on emotion and justify with logic”. Our brains are operating all the time at the subconscious level. We are deciding what we choose to think about and what we choose let go, moving on to the next thing that grabs our attention. We are emotional beings at heart and our brains are trained to guide us based on emotional instincts. If you’re interacting with a brand and it has a negative impact on you, that experience is going to be encoded in your memory longer than another generic, unemotional experience. We’re highly attuned to something positive, highly attuned to something negative, or we’re indifferent to the situation. You want your brand to create positive experiences and emotions with your target audience. We discuss how to do that. In this episode we also dive into: How to create instinctive positive responses that Kevin calls “Limbic Sparks” to have your customers at hello and keep them coming back for more. How to tap into peoples’ positive emotions instead of turning them off. The problems and pitfalls with traditional brand strategy and how to avoid them. How to have conversations that allow your brand to be relevant to your target audience. How to create shared emotional motivation. How to create a brand benefit and invitation rooted in what your potential clients are looking for. How to create “Limbic Sparks” and emotional attachment with a new service. How to create a meaningful benefit for potential clients and then a well-crafted invitation to bring them into your world. What type of people to reach out to and what research questions to ask them when you’re launching a new service offering. The fastest way for a brand to fail. How to build and maintain a successful reputation. How to keep people’s attention when you get it and how to stay top of mind. …and more golden nuggets of advice! You can get my book here: “Idea Climbing: How to Create a Support System for Your Next Big Idea” About the Guest Kevin Perlmutter, Chief Strategist and Founder of Limbic Brand Evolution - a brand strategy and neuromarketing consultancy, and creator of Limbic Sparks® Brand Strategy, which taps into emotional insight to strengthen conn...
