Discover what marketers need to do to evoke the emotions of their customers and create long-lasting consumer-brand relationships.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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.
Inhaltsangabe
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;
