As part of the U.S. Department of State's Young Transatlantic Innovation Leaders Initiative (YTILI), we had the opportunity to lead a Brand Love in Action workshop for a cohort of international fellows hosted by Global Ties Detroit.
The group included six entrepreneurial leaders from Estonia, Finland, Montenegro, Czech Republic, Croatia, and Azerbaijan, all actively shaping startup ecosystems and innovation in their home countries.
Our workshop explored how cultural values, norms, and nuances shape emotional connections with brands, a key pillar of our Brand Love philosophy. Drawing from our founder’s book Brand Love, we introduced frameworks such as “The Eight Brand Love Stages” and “Brand Love Drivers,” and invited discussion on how these could be adapted across industries like AI, e-commerce, and economic development.
While the emotional principles of brand loyalty and affinity are universal, the way people experience and express those emotions is deeply influenced by culture. Fellows left with tools and strategies to deepen brand connections in their unique markets, and we left inspired by their perspectives.
“Brought key branding concepts to life for our professional international fellow cohort. Her content provided both inspiration and actionable strategies for their professional growth.”