Jeffrey Perlman Turned Zumba Into a Global Sensation With These Branding Secrets—Here’s What They Are

Chances are, you’ve heard of Zumba. And perhaps even the Luis Fonzi song that’s often played along with it, “Despacito.” 

It’s all thanks, in part, to this man: Jeffrey Perlman, the former chief marketing officer of the global dance-ercize. And it’s now practiced by some 15 million people around the world. 

That’s the magic of branding—and Jeffrey is a maestro at it.

The thing is, most people think branding is logos, pictures, graphics. Great brands, as he explains, “give permission for...