The Psychology Behind Brand Love with Dr. Aaron Ahuvia | Ep 64

Branding Deep Dive with Ahmed Cheema

Today we’re talking to Dr. Aaron Ahuvia. Dr. Ahuvia is the brand love guy. He’s is the Czarnecki Endowed Professor of Marketing at the University of Michigan-Dearborn and a popular keynote speaker. He is the world’s leading expert on brand love, a topic of rapidly growing interest among companies looking for long-term customer relationships. His 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 has hundreds of press appearances, including being a guest on the Oprah Winfrey Show. Dr. Ahuvia works regularly with Google and has spoken about brand love at leading companies, including L'Oréal, Samsung, Maybelline, Procter & Gamble, Audi, General Motors, Microsoft, Ford, GfK Market Research, and many others.

In this episode we dive deep into why we love brands, techniques for actually making people love our brand, his perspective on how Apple develops brand love, and much more.

If you want your customers to fall in love with your brand, this episode is a must listen.
Key Lessons:

1. If you want to get people to love your brand, you need to employ personification
2. If you want to develop brand love, you have to get serious about it. Start measuring it.

Links:

• Website: https://brandlovecentral.com/
• Book: https://brandlovecentral.com/book/
• U of M Dearborn Marketing Program: https://umdearborn.edu/cob/graduate-programs/degree-programs/ms-marketing