Why Most B2B Branding Fails: The 86% Correlation Most Brand Ignore

Why Most B2B Branding Fails: The 86% Correlation Most Brand Ignore

Author: Howie Chan, Influence Strategist @ The Behavioring Company May 19, 2026 Duration: 58:32
Brand strategist and author of Brand Desire, Kevin Perlmutter, joins Howie Chan to reveal why the strongest brands don’t just communicate value. They create emotional connection. Drawing from behavioral science, customer psychology, and years of brand strategy experience, Kevin explains how brands can move beyond corporate jargon and surface-level messaging to uncover the emotional motivations that truly drive human behavior. From “limbic sparks” and subconscious associations to brand messaging and customer experience design, this conversation breaks down how great brands become unforgettable. You’ll learn why emotional insight matters more than demographics, how subconscious associations influence decision-making, and why most B2B brands fail to connect with the people they’re trying to reach. Kevin also shares practical frameworks any business can use to create stronger customer relationships, more resonant messaging, and brand experiences people actually want to return to. Episode Breakdown: 00:00:00 The 3 Pillars of Brand Desire 00:09:21 “Limbic Sparks” in Brand Strategy 00:14:33 The Behavioral Science Discovery That Changed Kevin’s Career 00:16:44 The 86% Correlation Most Brands Ignore 00:24:36 AI & the Missing Emotional Connection 00:28:26 The Biggest Mistake B2B Brands Make 00:34:35 Fear-Based Marketing vs. Positive Emotional Connection 00:40:49 Brand Expression (Sonic Branding, Visual Identity & Brand Messaging) 00:44:27 Identifying Shared Emotional Motivation Between Stakeholders 00:46:13 Aligning Customer Experience With Brand Promise 00:51:54 The 3 Question Framework Every Business Should Ask Want to make influencing human behavior your company's superpower? Connect with me at howiechan.com/speaking and let's talk! What’s Your Influence Style? What do you do when you need someone to do something? This quiz will help you discover what is your most natural influence style, so you can use that strength more effectively (and know your blind spots). → https://www.influencestylequiz.com/ Join 700+ leaders who've already uncovered what their style is. Episode Resources: Check out my episode with  David Aaker here — or just go to episode 79. From Our Guest: Website LinkedIn YouTube Instagram Brand Desire by Kevin Perlmutter — Produced by Ideablossoms

Howie Chan hosts Influence Anyone, a conversation that digs into the practical mechanics of persuasion and personal change. Rather than abstract theory, this podcast focuses on applied influence psychology, translating research and real-world experience into actionable strategies. Episodes feature dialogues with leading experts and practitioners, dissecting the subtle psychological forces that shape both internal motivation and external agreement. You’ll hear discussions on mastering your own mindset and habits alongside concrete methods for branding, storytelling, and negotiation. The aim is to move from insight to implementation, turning behavioral science into reliable playbooks for leadership and persuasion. Covering intersections of science, business, marketing, and social dynamics, the podcast provides a nuanced look at how influence operates in various arenas of life. Listeners gain a deeper understanding of the principles that drive decision-making, equipping them to navigate professional challenges and personal goals with greater clarity. The tone is exploratory and detailed, prioritizing depth over quick fixes. By examining the hidden architecture of influence, Howie Chan creates a resource for anyone looking to understand the why behind effective action and communication. This is a place where academic findings meet street-level practice, all dedicated to creating more meaningful and effective outcomes.
Author: Language: English Episodes: 83

Influence Anyone
Podcast Episodes
Introducing: Influence Anyone with Howie Chan [not-audio_url] [/not-audio_url]

Duration: 3:05
Influence Anyone is a show about the science of influencing human behavior — ethically, strategically, and at scale. Each episode features conversations with world-class thinkers and practitioners in psychology, persuasi…