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Building Strong Consumer-Brand Connections
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About the book
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 authors
- There are many books about marketing, but Brand Love is unique. It not only puts on a pedestal the importance of emotional engagement in brand building, but it does so by emphasizing the critical need of addressing the multicultural perspective when doing so. With the world becoming more diverse every day, that is now an imperative for brand growth. And I love all the practical examples!
- Bill Duggan, Group EVP, Association of National Advertisers (ANA)