The best brands evoke the emotions of their customers by tapping into their hearts and minds. Individuals connect with brands the same way they connect with people. As a marketer, it's your responsibility to cultivate that relationship with your consumers. But how? In this book, marketing and brand strategist Lydia Michael breaks down the process of building culturally inclusive, long-lasting consumer-brand relationships. Brand Love describes how brands appeal to the emotions of their consumers and why everybody benefits when brands earn the hearts, minds, and love of their customers. Lydia Michael explains what marketers need to do to make consumers fall for their brands. The book builds on in-depth interviews with brands in addition to what she has learned through client work and her observations as a consumer in multicultural settings. She offers insight into the use of emotional and rational drivers by introducing a "brand love" model designed to inspire brand loyalty. With emotional elements such as humanization, personalization, and trust alongside rational elements like relevance, differentiation, and innovation, Lydia Michael highlights the best ways to create or reinforce brand love to help your brand remain profitable and a source of inspiration for consumers - even during challenging times. Whether you're a marketer for a big or small brand, Brand Love will show you how to capture the hearts of your consumers.
The best brands evoke the emotions of their customers by tapping into their hearts and minds. Individuals connect with brands the same way they connect with people. As a marketer, it's your responsibility to cultivate that relationship with your consumers. But how? In this book, marketing and brand strategist Lydia Michael breaks down the process of building culturally inclusive, long-lasting consumer-brand relationships. Brand Love describes how brands appeal to the emotions of their consumers and why everybody benefits when brands earn the hearts, minds, and love of their customers. Lydia Michael explains what marketers need to do to make consumers fall for their brands. The book builds on in-depth interviews with brands in addition to what she has learned through client work and her observations as a consumer in multicultural settings. She offers insight into the use of emotional and rational drivers by introducing a "brand love" model designed to inspire brand loyalty. With emotional elements such as humanization, personalization, and trust alongside rational elements like relevance, differentiation, and innovation, Lydia Michael highlights the best ways to create or reinforce brand love to help your brand remain profitable and a source of inspiration for consumers - even during challenging times. Whether you're a marketer for a big or small brand, Brand Love will show you how to capture the hearts of your consumers.
Über den Autor
Lydia Michael is the owner of Blended Collective, a marketing and brand consultancy at the intersection of strategy, positioning, and growth. She also serves as an adjunct professor and speaker dedicated to helping brands and organizations uncover who they are and bring their story to life through human-centered, emotionally resonant marketing.
Based in Detroit, Michigan, the author has worked across industries, from global brands like Deloitte and L'Oréal to Grammy-winning musicians, managing operations, marketing, and brand development internationally. Her work has received numerous marketing awards. She holds a B.S. in Marketing from Wayne State University and an M.B.A. in International Management from Pforzheim University in Germany. She's also an alumna of the Goldman Sachs 10,000 Small Businesses program.
Inhaltsverzeichnis
Section - 00: Introduction; Section - ONE: The brand love foundation; Chapter - 01: Why brand love?; Chapter - 02: Brand desire and intimacy; Chapter - 03: Fostering self-identification and belonging; Section - TWO: Emotional drivers; Chapter - 04: Living brand authenticity; Chapter - 05: Embracing purpose and sustainability; Chapter - 06: Building trust and encouraging inclusion; Chapter - 07: Personalizing the customer experience; Chapter - 08: Being human and nostalgic; Section - THREE: Rational drivers; Chapter - 09: Relevance, differentiation and consistency; Chapter - 10: Experience, innovation and convenience; Section - FOUR: Love reinforced; Chapter - 11: Love brand lockdown; Chapter - 12: Conclusion;
