The (Brand) Love Doctor Aaron Ahuvia

Strategy Sessions

Aaron Ahuvia PhD is the world’s leading scientific expert on brand love.

In this episode we discuss:

• How the brain works and what we know about love
• What it’s like working with Philip Kotler
• How we define love and why it matters to marketers
• How to build brand love
• What to do when brand love isn’t something you should aspire to
• Anthropomorphism and why brands talk to us
• Why stories matter
• Why the IKEA effect works (but not for me!)
• What Lisa Marie Presley can teach us about B2B marketing (really)
• What to do if people fall out of love with your brand

Aaron Ahuvia

Dr. Aaron Ahuvia is a Professor of Marketing at the University of Michigan-Dearborn and holds an appointment in the College of Engineering’s program on Human Centered Design as well as at the UM-Ann Arbor’s Penny W. Stamps School of Art and Design.

He completed his Ph.D. in Marketing at Northwestern University’s Kellogg Graduate School of Management, where he worked with Professor Philip Kotler (‘the father of modern marketing’).

Strategy Sessions Host - Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram.

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Recommendations

• Aaron’s book, The Things We Love
• Creating Superfans by Brittany Hodak
• Lidia Infante on the Strategy Sessions talking about using data on dating apps