Brand Love: Building Strong Consumer-Brand Connections
- 3h 50m
- Lydia Michael
- Kogan Page
- 2023
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. 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 love of their customers. The author explains what marketers need to do to make consumers fall for their brands. The book builds on in-depth brand interviews and insights from companies such as Huda Beauty, LEGO and Toyota. She also shares what she has learned through client work and her observations in multicultural settings. Offering insight into the use of emotional and rational drivers, she introduces a "brand love" model designed to inspire brand loyalty and advocacy. With emotional elements such as humanization, personalization and trust alongside rational elements like relevance, differentiation and innovation, the author highlights the best ways to create or reinforce brand love to help your organization remain profitable and a source of inspiration, 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 customers.
About the Author
Lydia Michael is a speaker, consultant and owner of Blended Collective, a multicultural marketing and brand consultancy based in Detroit, Michigan. She works with companies to develop inclusive brands and marketing strategies. Her work has been recognized with several diversity and marketing awards.
In this Book
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Author’s Note
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Introduction
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Why Brand Love?
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Brand Desire and Intimacy
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Fostering Self-Identification and Belonging
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Living Brand Authenticity
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Embracing Purpose and Sustainability
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Building Trust and Encouraging Inclusion
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Personalizing The Customer Experience
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Being Human and Nostalgic
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Relevance, Differentiation, and Consistency
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Experience, Innovation, and Convenience
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Love Brand Lockdown
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Conclusion
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Notes
