What makes brands like Apple and Nike not just recognized, but truly loved.
Dr. Ahuvia’s book, The Things We Love, explains the psychology behind brand love, and it has been named by Amazon as a “best business book.” He conducted the first scientific studies of brand love some 30 years ago and continues to lead research on this topic. His research on dating sites led to an appearance on the Oprah Winfrey show.
On this episode of 🎙🎙🎙The Delighted Customers Podcast we explore the science behind “brand love” and strategies companies can use to drive customer advocacy.
Highlights of this episode include:
👉 Understanding Brand Love**: Learn how ‘brand love’ evolves from mere satisfaction to deep emotional connections, much like human relationships. It’s not just about the quality of products but how brands make consumers *feel* that determines loyalty and advocacy.
👉 Strategies to Cultivate Brand Love**: Discover actionable strategies such as anthropomorphism (think Siri or Alexa), connecting brands to relatable personalities, and aligning with universal values to foster a closer bond with your audience.
👉 Impact on Financial Performance**: Grasp the clear correlation between brand love and profitability. Brands that achieve emotional resonance with their consumers typically see enhanced financial outcomes.
👉 Warnings of reaching too far** – when deploying brand love strategies
About Aaron Ahuvia
Dr. Aaron Ahuvia is the Czarnecki Endowed Professor of Marketing at the University of Michigan-Dearborn and a popular keynote speaker. Phillip Kotler has called him the world’s leading expert on brand love, a topic of rapidly growing interest among companies looking for long-term customer relationships. His new book, The Things We Love, explains the psychology behind brand love, and it has been named by Amazon as a “best business book.” Dr. Ahuvia conducted the first scientific studies of brand love some 30 years ago and continues to lead research on this topic. A Stanford University study ranked him in the top 2% of all scientists worldwide, and he has been a guest on the Oprah Winfrey Show. Dr. Ahuvia works regularly with Google and has spoken about brand love at leading companies, including Amazon L’Oréal, Samsung, Maybelline, Procter & Gamble, Audi, General Motors, Microsoft, Ford, GfK Market Research, and many others.
Resources
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Dr. Aaron Ahuvia, Czarnecki Endowed Professor of Marketing, University of Michigan-Dearborn
