Lydia Michael: Brand Love | Taschenbuch

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Sprache: Englisch

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Beschreibung

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 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.

The author serves as a regular provider to educate organizations on marketing and branding through one-on-one consulting sessions, workshops and webinars. Her work has been recognized with several diversity and marketing-centered awards, including the Best of MichBusiness Marketing & PR Prophets Award and Diversity Business Leader Award from Corp! Magazine. She holds a B.S. in Marketing from Wayne State University and an M.B.A. in International Management from Pforzheim University, Germany. During her time there, she worked on projects with Deloitte and L'Oréal.

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;

Erscheinungsjahr:	2023
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9781398611276
ISBN-10:	1398611271
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Michael, Lydia
Hersteller:	Kogan Page Kogan Page Ltd
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	234 x 156 x 15 mm
Von/Mit:	Lydia Michael
Erscheinungsdatum:	25.07.2023
Gewicht:	0,529 kg