How can you design experiences to drive customer loyalty? Kevin Budelmann is an Experience Design expert, a professor at both Michigan State and Northwestern Universities, and authored Brand Identity Essentials. He brings over a quarter-century shaping design, strategy, and brand experience. We explore the converging paths of behavioral economics, design thinking, and customer experience—all through the lens of his extensive expertise. On this episode of the Delighted Customers Podcast. ? **3 Key Takeaways**:  **Trust & Emotion in Branding**: Kevin illuminates the critical role of emotional connection and trust in shaping the brand experience - imperative in an era where customers' decisions are heavily influenced by both.  **Understanding Beyond Surveys**: We explore they why and how of recognizing customers’ deeper needs and desires, which often go unspoken, to excel in tailoring your product offerings.  **Impactful Design Decisions**: Discover how design touches our everyday experiences, sometimes subtly, other times overtly, but always with the potential to create a strong impression – and why this matters to your brand. Resources The Delighted Customers podcast website: https://www.empoweredcx.com/podcast Sign up for The Trusted Guide newsletter here: https://www.empoweredcx.com/newsletter Get the latest news and updates on LinkedIn here: https://www.linkedin.com/in/markslatin/ Register for the next Trusted Guide Roadmap™ Master Class here: https://www.empoweredcx.com/ The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company