Harvey Carroll, CEO, IPG MB, Canada

Technology, despite its emotional limitations, has enabled brands to interact more closely with consumers and create brand love, according to Harvey Carroll, IPG Mediabrands, chief executive officer, Canada.

Speaking as part of Oath’s Brand Love series, Carroll explained that the “degree a consumer will go out of their way to a brand” is a clear display of brand love.

“If a consumer is willing to do something out of the ordinary to either engage with, or purchase, or interact with your brand, that shows they truly have love for that brand,” said Caroll, adding repeat purchases and freely promoting brands to others is also a show of love and trust.

Watch the video above for more insights from Carroll about brand love.

Brand love stories is a video series by Oath, home to 50+ media technology brands, exploring the nuanced aspects that connect customers to brands they love, with keys insights and perspectives from some of the best minds in the industry.