Understanding the Emotions That Drive Action at Engineering Brand Love Summit

Two weeks ago, at the Engineering Brand Love Summit with Brand Innovators and The Shipyard, I was reminded why I love what I do: helping brands understand the emotions that drive action and helping them activate with precision at scale.

Across panels and conversations, one theme stood out — brand love isn’t luck; it’s marketing with intention, and making brands relevant by focusing on what matters to the consumer. Features and benefits are just table stakes. The most beloved brands earn brand love by showing up with empathy, cultural relevance, and creativity that feels human.

I had the privilege of moderating a session with William “Skip” Hidlay (OSU Wexner Medical Center) and Josephine Severe (Abbott) where we explored how wellness brands balance head + heart. The key takeaway for me was that impact happens when brands stop being the “cure” and start enabling people to live longer, fuller lives. That can apply to categories beyond Health and Wellness because ultimately the brand becomes the enabler to create joy, safety, creativity, sophistication and so on.

Our president and co-founder, Josh Rosen, led two inspiring panels that day. The first on how brands like HOMAGE, Nationwide, and Columbus Fury fuel brand love and loyalty by shaping culture, and a second with Condado Tacos, Jeni’s Ice Cream, and Airstream, where Josh discussed how authentic creativity can turn marketing into experiences people actually love.

What became clear throughout the day and all of the amazing content was that the strongest brands don’t just sell, they create memories, foster belonging, and inspire lasting connections. You can have the best and newest and most sophisticated brand but if you are not connecting with your consumers, you are setting yourself up for short term wins at the expense of longer term brand love and advocacy. As categories become more competitive than ever, how a consumer feels about your brand is just as important as how well the product or service performs.

Big thanks to Brand Innovators, The Shipyard, and all the amazing marketers who made this summit one to remember.

Read more from Reticle here.