Brand Love: Why It Matters and How to Grow It

THE CX GOALKEEPER - Business Transformation, Customer Experience, and Leadership

In this episode of the CX Goalkeeper Podcast, Gregorio Uglioni dives deep into the world of brand love with Professor Aaron Ahuvia, a leading expert in the field. If you're curious about how emotional connections with brands are formed and why they matter for your business, this episode is a must-listen. Discover the science behind brand love, top companies' strategies to create loyal customers, and how to apply these insights to elevate your brand.

About the Guest

Dr. Aaron Ahuvia is the Czarnecki Professor of Marketing at the University of Michigan-Dearborn, the world’s leading expert on brand love, and the winner of the Stetik Group Brand Relationship Award for research with the greatest impact on marketing practice. His popular book, The Things We Love, has been named by Amazon as a “best business book.” A Stanford University study ranked him in the top 2% of all scientists worldwide. He has been on the Oprah Winfrey Show and consulted for Google, Amazon, L'Oréal, Samsung, Maybelline, Procter & Gamble, Audi, General Motors, Microsoft, Ford, GfK Market Research, and others.

Relevant Links

https://www.BrandLoveCentral.com

https://www.linkedin.com/in/aaronahuvia/

The Top 3 Key Learnings

Personification is Powerful: Humanizing or linking your brand to a beloved individual can significantly enhance customer emotional connections.

Customer Experience is Crucial: High-quality products alone aren't enough; the customer experience must be enjoyable to spark emotional attachment.

Brand Love Equals Loyalty: Whether mild or intense, emotional connections lead to greater brand loyalty and can significantly impact your bottom line.

Chapters

00:00 Introduction and Guest Presentation

01:00 Introduction of Aaron Ahuvia

02:39 Values and Research Focus

03:58 Experience with Oprah Winfrey

06:30 Explanation of Brand Love

09:32 Ways to Create Brand Love

17:44 Case Studies and Examples

24:37 Measuring and Improving Brand Love

26:55 Future of Brand Love

31:34 Conclusion and Contact Information

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