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.

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.

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.