Episoder
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Joanna Hutchins, EVP, Marketing, Innovation & Sustainability at Royal Greenland, the world's largest wild caught seafood company, reveals how to ensure that your brand is culturally relevant. We talk about her decades of experience leading global and local brands in Asia and other parts of the world, and how she helped fuel their success with deep understanding of local customers. Joanna shares lessoned learned from conducting customer insights research before launching the Dove brand in China that revealed the need for cultural adaptations to ensure both product and marketing relevance. She talks about the imperatives to create emotional connections with customers, and the perils of focusing too much on performance marketing. She shares details about her book, Chinafy, that includes 10 repeatable models for innovation that business leaders all over the world can learn from the Chinese market.
Contact Info:
Joanna Hutchins - https://www.linkedin.com/in/joanna-hutchins-aa10772/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Eric Fernandez, Co-Founder & Partner of Brazos Innovation Partners, a tech commercialization company that invigorates the potential of marketplace ideas, reveals how understanding underlying emotions is a game changer for brands. We talk about the importance of looking below the surface of people's actions to determine the emotional motivations causing their behavior, and that it's not always what you would expect. Eric also discusses his comfort with leveraging emotion in brand development thanks to his career-long experience in sports marketing and media. He shares similarities between connecting teams with fans, and connecting brands with their audiences, and why marketers should pay more attention to behavioral science approaches that get to the why behind the what.
Contact Info:
Eric Fernandez - https://www.linkedin.com/in/ericfernandez1/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Marcy Ullom, CEO of VitaGlide, the manufacturer & distributor of the VitaGlide exercise and rehab machine for people with limited lower body movement, reveals how helping people starts with meeting them where they are. We talk about why it's so important to listen to customers, to understand to their goals, and to embrace their ideas. She shares that you not only need to hear what they are saying, but that you need to listen for the emotional undertone, which is even more telling about what they are striving to achieve. Marcy describes both the ambition and challenges she and her husband Hugh have navigated since purchasing VitaGlide, revitalizing the brand, and improving the product's functionality for users. We also discuss marketing for VitaGlide, which prioritizes emotional benefits over product features, so that potential customers feel like it's designed with them in mind.
Contact Info:
Marcy Ullom - https://www.linkedin.com/in/marcy-ullom/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Brian Reed is Co-Founder and CEO at Ascendco Health, the first surgical asset management platform built for operational efficiency and quality across every hospital department, reveals the value of focusing you brand on people over product technology. He shares details about how the Ascendco brand has evolved, incorporating the discipline of resisting the urge dwell on tech-speak in favor of being people-centric. We talk about the impact this shift has on brand messaging, marketing and customer experiences. Brian describes his team's commitment to supporting their community of Sterile Processing Leaders by arming them with data and insights that elevate their skills and influence. We discuss the value of conversations with users and creating community. Brian gives examples of how being people-centric is transforming the way his internal team approaches their work and how it empowers and lifts up the people who the brand serves.
Contact Info:
Brian Reed - https://www.linkedin.com/in/brian-reed-34289522/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Travis Tyson, Director of Planning at Cleveland Clinic, an academic nonprofit medical center consistently ranked as one of the best hospitals in the world, reveals how to design healthcare spaces to balance emotions and accelerate healing. We talk about ways to gather insights from patients and caregivers that inform architectural projects. He describes examples of spaces that he helps create across the 39 million square feet of Cleveland Clinic's properties, which are designed to balance emotions. Travis shares how important it is to gather insights for design plans from a variety of perspectives, so that you can accommodate the various needs that people have as everyone is going through something individual. We talk ideas such as calming staff lounges and daylighting, to quick wins like artwork, noise reduction and paint colors. Travis emphasizes the value of investing in healthcare built environments in ways that help caregivers to calm their emotions during a stressful day, and that help patients heal faster.
Contact Info:
Travis Tyson - https://www.linkedin.com/in/travis-tyson-aia-acha-ncarb-a2353b2b/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Jess Kessler, Head of Content & Creator Marketing at Audible, the leading producer and provider of audio storytelling, reveals how anticipating what audiences will want creates brand value. She shares details about her role developing marketing campaigns and supporting works by creators, including steps taken to gather insights to inform marketing activity and evaluate campaigns to inform future ones. We discuss the importance of recognizing how fast audiences change and the benefits of staying ahead. Jess also shares how emotional connections with creators are formed and strengthened, especially when they show up authentically and give audiences more behind-the-scenes access to what they are all about. We talk about the value that comes from people having more opportunities to engage with creators through their work, social media, and up-close experiences that go deeper than a polished persona.
Contact Info:
Jess Kessler - https://www.linkedin.com/in/jessmcneill/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Kate Venne, Senior Director of Corporate Communications and Social Responsibility at Brady Corporation, a global leader in safety, identification and compliance solutions for a diverse range of workplaces, reveals why inclusivity is a business imperative. She shares details of her role representing the company externally and rolling out messaging internally to a global workforce of approximately 5,700 employees. We talk about why seeking input and understanding various viewpoints in the planning process is crucial, and the value of having a nuanced approach for communicating to best represent the perspectives of individual audiences. We discuss why a one-size-fits-all broad-brush approach doesn't work when it comes to communicating leadership initiatives. Kate emphasizes the importance of anticipating and addressing the range of concerns and emotional responses individuals may have, and that, no matter what the message, honesty, transparency and clarity is what people value most.
Contact Info:
Kate Venne - https://www.linkedin.com/in/kvenne/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Esther-Mireya Tejeda, Chief Marketing Officer of Anywhere Real Estate, a global leader in residential real estate, with a portfolio of brands that includes Sotheby’s International Realty, Corcoran, Coldwell Banker, CENTURY21, Better Homes & Gardens, and ERA, reveals why a precise understanding of consumer emotional drivers is essential for effective marketing today. She describes what she calls Emographics, the nuanced emotional profile of a consumer you get from neuroscience-based research, that is key to unlocking the consumer relationships marketers want to build. Esther-Mireya talks about why it's a false assumption that consumer behavior is mostly rational, and how we need to go deeper to understand the layers of truth and the diversity of emotional profiles of our consumers. She shares that the most successful brands are not selling the value proposition of their product or service, they are the brands that are eliciting an irrational emotional response in a human beings, inspiring them to desire things when they may not even understand why.
Contact Info:
Esther-Mireya Tejeda - https://www.linkedin.com/in/esthermireya/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Lisa Richner, Vice President of Product at Extend, a fintech company that turns your business credit card into a spend management platform. In this episode of Let's Talk Limbic Sparks, Lisa reveals how talking with users helps you iterate digital product improvements that really matter. She shares how wonderful it is to be part of a culture rooted customer obsession and curiosity, as it leads ongoing listening and ongoing improvements, so that the digital product can best serve those who use it. Lisa talks about the specific research methods she relies on, from interviewing clients to quantitative research, for user experience understanding, feature validation and prototyping. She explains the value of empathy, and listening closely to understand the underlying need that are often deeper than what respondents ask for. She also shared the joy of letting a client know that a feature was created with them in mind.
Contact Info:
Lisa Richner - https://www.linkedin.com/in/lisamrichner/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Steve Keller, Sonic Strategy Director at SXM Media's Studio Resonate, supporting advertisers on SiriusXM, Pandora, and Soundcloud, reveals how sound informs brand perception and connection. He shares behavioral science expertise and the results of fascinating experiments with sonic stimulus to demonstrate its impact on what people convey and feel. We discuss how our instinctive emotional responses play an outsized role in our conscious thoughts and behavior. Steve shares research insight around the use of AI voice versus human voice and how each affects trustworthiness of the message, as well as research on diversity in voice casting. We also talk about how our brain interprets multi-sensory stimulus, and ways brand experiences can become more engaging when they go beyond visuals, into experiences that include sound, taste, smell and touch.
Contact Info:
Steve Keller - https://www.linkedin.com/in/stevekeller1/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Gretchen Reinheimer, Principal Interior Designer of Gretchen Reinheimer Design, who brings behavioral science to creating spaces, reveals how to uncover the way people want to feel as input to design. She shares many stories of designing spaces and the process that she goes through to envision the perfect environment for the people who will use it. We talk about bringing an evidence based design approach and an understanding of scientific research, to ensure that spaces are designed for comfort, utility and enjoyment. She details how she works with clients to create plans for the space, and how she works with contractors throughout construction to overcome obstacles, so that the environment evokes the personality and feelings people desire.
Contact Info:
Gretchen Reinheimer - https://www.linkedin.com/in/gretchenreinheimer/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Joe Sauer, EVP of Marketing at Songtradr, the world's largest B2B music company, reveals how better understanding emotional and rational drivers of consumer behavior leads to brand preference. We talk about the importance of identifying both and why focusing on one without the other is insufficient, as so many of our decisions are a blend of the two. Joe shares why he became a relentless observer of human behavior and how behavioral science research has become accessible for any brand leader to bring into their work. We also discuss the importance of multi-sensory marketing, including music and sound, and why connecting emotionally through brand storytelling is the most effective way to spark brand desire.
Contact Info:
Joe Sauer -https://www.linkedin.com/in/joe-sauer-410724/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Leslie Koppel, Executive Director of Rise, a social services nonprofit in central New Jersey on a mission to assist local families and individuals in recovering from setbacks and achieving their full potential, reveals how inspirational it is to bring joy to others. She talks about why it's so emotionally motivating to help people feel relief and happiness, and how the one-on-one connections between the families in need, and Rise staff, volunteers and corporate sponsors, fuel an ever-increasing amount of community support. Leslie shares how the Rise brand has evolved in recent years by simplifying how it conveys its impact. We discuss how Rise has shifted from focusing on facts, figures and long explanations, to using imagery and words designed to spark emotional responses for the joy and connection people feel when they're helping others and showing kindness. For Leslie, it’s all about inspiring other people who just want to be a part of something that's intrinsically good.
Contact Info:
Leslie Koppel - https://www.linkedin.com/in/leslie-koppel-29347728/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Jonathan Rosen, Founder of Collaberex, a heart-centered peer advisory and professional development community, reveals why it's worth the effort for businesses to act with a relational mindset. We talk about how being nice, kind and empathetic is a competitive advantage, and why relationships matter no matter what size business you call on. Jonathan shares details about how he's evolved Collaberex over the years from being a transactionally-focused networking group, to being relationship-focused to help members achieve both emotional and transactional benefits. He points to leaning into his mission and values, combined with ongoing member feedback on they type of experience they want most, to guide how Collaberex has evolved to be a very different kind of business community.
Contact Info:
Jonathan Rosen - https://www.linkedin.com/in/jonathanrosencollaberex/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Rob Principe, Founder and CEO of Scratch Music Group, which includes the Scratch DJ Academy and Scratch Event DJs, the largest corporate DJ booking company, reveals how better understanding why people buy your brand is key to stronger relationships and growth. We talk about the recent Scratch Event DJs brand evolution and Rob reflects on emotional insights that gave him a new way to think about the brand benefits that his clients care about the most. Rob shares behind-the-scenes details about the brand evolution process, including the biggest surprises from customer interviews, discussions that were happening among his team, and how the brand has evolved to better reflect what makes it distinct and desirable. He describes his values and approach that prioritizes giving people your best and treating every transaction as if it were the only one.
Contact Info:
Rob Principe - https://www.linkedin.com/in/rob-principe-96a134/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Maxine Cunningham, CEO and Creator of Pick My Brain, the world's first knowledge sharing marketplace where smart, interesting and passionate people buy, sell and gift knowledge, reveals why conversations are energy and the beginning of anything that's possible. She shares how she was inspired to create Pick My Brain, and how it's become a platform and marketplace for people from anywhere to make their knowledge more available and accessible to anyone worldwide. We talk about the incredible things that can come from just a 30-minute conversation, and why heart-led emotion-based human connection is at the root of why we are all here.
Contact Info:
Maxine Cunningham - https://www.linkedin.com/in/maxinecunningham/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Abby West, VP Editorial Director at Amistad Books, the most respected and storied African-American imprint in publishing, reveals why respecting deep cultural nuances is crucial for brands to authentically connect with diverse audiences. She shares her personal journey from reporter to editorial director, and how she is increasingly aligning her work with her personal values. We talk about the responsibility that brands leaders have when depicting a culture that they do not have direct experience with, and the impact of making someone feel like a transaction. Abby shares that people want to be seen, and how they will avoid brands that rely on a surface-level stereotypes, and are more invested in brands that demonstrate true understanding of their lived experiences.
Contact Info:
Abby West - https://www.linkedin.com/in/abby-west/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Flavia Barbat, CEO & Editor-in-Chief of Brandingmag, an independent journal narrating the discussion around branding among thought leaders from across the globe, reveals what it takes to be a true thought leader. She shares how the core values and high standards that she sets for Brandingmag continuously elevates the publication's ability to provide insightful and useful how-to content to brand leaders. We talk about how Brandingmag editorial and marketing sets itself apart from others by providing long-form content, avoiding click-bait headlines, and not chasing vanity metrics, sacrificing fleeting transaction volume, for deeper readership relationships. We draw parallels between this approach, and how brands and thought leaders can create increased value for themselves.
Contact Info:
Flavia Barbat - https://www.linkedin.com/in/flaviabarbat/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Karen Moffitt, Founder of Little Miss Moffitt Baked Goods, an online seller of homemade cookies, brownies, cake bars where kindness is baked into every bite, reveals how genuinely caring leads to a brand experience that is heartfelt and desirable to others. She shares how following her personal values and listening to customer feedback enables her to keep it fresh as the business grows. We talk about how Karen transitioned from her prior career to becoming a professional baker, and how the Little Miss Moffitt brand came to life - from the original logo design, to brilliantly written brand language. Karen shares what all business and brand leaders should know about empathy and emotional connection.
Contact Info:
Karen Moffitt - https://www.linkedin.com/in/moffittkaren/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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Kim Caviness, Co-Founder & Editor-in-Chief of Familia Kitchen, a leading Latino recipes and food stories website on a mission to gather, celebrate and create the largest treasury of Latino family-famous recipes. Kim reveals how respect and authenticity creates enduring emotional connections, and how she's bringing these values into Familia Kitchen to preserve and share generational Latino family recipes, or what she calls Abuela recipes. We talk about the importance of seeking out and appreciating cultural nuances that reflect unique and genuine life experiences. Kim applies this to brands, sharing why marketing rooted in insight and instinct will be more effective at connecting with consumers than marketing that is massaged into corporate perfection, expressing that it's the realness that consumers feel connected to.
Contact Info:
Kim Caviness - https://www.linkedin.com/in/kimcaviness/
Kevin Perlmutter - https://www.limbicbrandevolution.com/
Limbic Sparks® is a registered trademark of Limbic Brand Evolution, LLC
Hosted on Acast. See acast.com/privacy for more information.
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