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Brand love
Hardback
€94.25
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- Book Synopsis
- 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 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.
- Product Details
-
- ISBN
- 9781398611306
- Format
- Hardback
- Publisher
- KoganPage, (03 July 2023)
- Number of Pages
- 232
- Weight
- 595 grams
- Language
- English
- Dimensions
- 240 x 164 x 20 mm
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