What Is Brand Love? with Tom Finn and Dr. Aaron Ahuvia

Talent Empowerment with Tom Finn

Oct 5 2023 • 42 mins

What does the term "Brand Love" actually mean? Dr. Aaron Ahuvia is a Professor of Marketing at the University of Michigan and the most widely published academic expert on brand love. In this episode, he shares his insights on the best practices to make your customers fall in love with your brand, how brand characters can dictate how a person feels about your product or service, and the secret ingredients for brand love.

🎙️Talking Points:

(1:41) Can people love their jobs?

(5:58) Is it possible to love an object?

(11:22) The impact of brand characters

(15:42) The 3 strategies of brand love

(19:55) The #1 thing large companies are trying to figure out

(37:08) What's next in the research on brand love?

🌟About Aaron Ahuvia:

Dr. Aaron Ahuvia is the Czarnecki Endowed Professor of Marketing at the University of Michigan-Dearborn and 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 one of the best 20 business books for 2022.

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’s even been a guest on the Oprah Winfrey Show. Dr. Ahuvia has spoken about brand love at leading companies including Google, L'Oréal, Samsung, Maybelline, Procter & Gamble, Audi, General Motors, Microsoft, Ford, GfK Market Research, and Herman Miller.

đź”—Connect with Dr. Aaron:

đź”—Connect with Tom: