Chris Holman welcomes Lydia Michael, Speaker, Author, Founder & Owner, Blended Collective, Detroit, MI. MBN met her recently at the Michigan Inventors Coalition's 11th Annual Expo in East Lansing.

[https:/lydiamichael.com/brand-love-book/]lydiamichael.com/brand-love-book]

Watch Lydia and Chris discuss her career, company, marketing trends and her new book in the YouTube video shared below:

In their conversation, Chris looked to find out several things from Lydia:

1. Tell us what you’re working on right now.?

2. What are some current and upcoming trends in the marketing industry?

3. How’s your book “Brand Love” different than other ones in the market?

4. You introduce “The Eight Brand Love Stages” model in your book. How can companies and brands use this to build loyalty with customers?

--“The Eight Brand Love Stages”

Brand love is a powerful concept in marketing that represents the deep emotional connection consumers can form with certain brands. While there isn’t a universally agreed-upon framework for the stages of brand love, many experts have identified various phases in this process. Lydia’s “Brand Love Drivers” and “The Eight Brand Love Stages” model illustrate how consumers’ relationships with brands can develop and evolve over time using both rational and emotional elements in the journey.

Awareness: The journey toward brand love often begins with simple awareness. At this stage, consumers become familiar with a brand’s existence and may recognize its name or logo. This basic recognition is the foundation upon which all subsequent stages are built.

Familiarity: After becoming aware of a brand, consumers may start to develop a sense of familiarity. They’ve seen the brand’s products or advertisements more than once, and they might have some knowledge of what the brand represents or offers.

Interest: In this stage, consumers actively evaluate the brand as a potential choice. They weigh the brand’s attributes, benefits, and values against their own needs and preferences. It is the time for brands to listen to the consumer and ensure their needs are being met. A brand centers around your audience.

Likeness: Once consumers have considered a brand and its offerings, they may develop a preference for it. This means that the brand stands out as a favored choice among the options available, and consumers are more likely to choose it when making a purchase decision.

Trust: This is the stage where brand intimacy begins to form. Consistency is key at this point. Once trust is broken, it is very difficult to rebuild.

Attachment: Beyond satisfaction, some consumers form deep emotional connections with a brand. They develop a sense of attachment, feeling a genuine fondness and affection for the brand. This emotional bond often extends beyond mere product usage and can lead to advocacy and loyalty.

Love: The ultimate stage in the brand love journey is, of course, brand love itself. At this point, consumers have a passionate, enduring affection for the brand.

Loyalty and Advocacy: At this point, consumers are not only loyal customers but also vocal advocates who enthusiastically promote the brand to others. Brand love is a testament to the brand’s ability to inspire deep emotional connections and long-lasting relationships with its customers.

Understanding these stages of brand love can help marketers develop strategies to nurture and strengthen these connections, leading to greater customer loyalty, advocacy, brand success and profit.

Lydia's recently released book “Brand Love”, hit the #1 Amazon Hot New Release in Global Marketing. Feel free to take a look at her website(s) including blendedcollective.com

For those who may have missed the earlier conversation: Lydia shares a bit about her business while at the Michigan Inventors Coalition's 11th Annual Expo held recently in East Lansing in the YouTube video shared below:

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