Brand Love - Building Strong Consumer-Brand Connections

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 "bran