From Germany to Detroit and back again, Wayne State University alumna and 2018 recipient of the Mike Ilitch School of Business Emerging Business Leader Award Lydia Michael has made an impact everywhere she’s been.
Inspired by her unique background, Michael started her own multicultural marketing and brand consultancy. Located in Detroit, Blended Collective is certified as a Women’s Business Enterprise through the Women’s Business Enterprise National Council. The award-winning consultancy was built on the core values of authenticity, culture and diversity.
And now, she’s used her diverse upbringing, education at Wayne State University and around the globe, business savvy, and passion for emotionally connecting to consumers to write a book. Her debut, Brand Love: Building Strong Consumer-Brand Connections, will publish in the U.S. and Canada July 25.
“It has been a pleasure to watch her grow into an important voice in the marketing community. For Lydia, writing her book is just the beginning,” said Kevin Ketels, assistant professor of global supply chain management in the Mike Ilitch School of Business, and a former professor and mentor to Michael.
Born and raised in Germany, Michael moved to the United States with her parents and sister so they could be closer to family. With cousins who attended Wayne State, the university seemed like the perfect fit. Michael didn’t apply to any other schools; she was so certain that WSU was where she wanted to be.
“Looking back, seeing how the school is so diverse and multicultural and the path I’m on now, I feel like it was meant to be for me to be there,” she said. “I love Detroit. I learned so much about the city going to school here, so I feel like it all worked out.”
While at Wayne State, Michael thrived on being in the heart of the city, educating herself and connecting with professors, many of whom she still considers mentors.
“Lydia was an undergraduate student here and proved herself to be an excellent student in all respects. She not only did the work, but she would go beyond the assignments to learn more,” said Jeffrey Stoltman, associate professor of marketing and director of entrepreneurship and innovation programs. “She followed her curiosity, asked really great questions and questioned the answers, which meant she was listening and thinking.”
According to Stoltman, Michael took advantage of several internship opportunities and was one of the first students to participate in an extracurricular project that, at the time, had just launched at the business school. As the only undergraduate student in the program, it exposed Michael to real-life work with small business and entrepreneurship, a taste she couldn’t get enough of.
“She not only held her own but emerged as a team leader and contributed in ways that set others at ease while getting them to do their very best work,” said Stoltman. “I don’t know for sure, but this may be when the seed was planted to start her own business one day.”
While at Wayne State, Michael also joined the Beta Gamma Sigma (BGS) international honor society. She was invited to rejoin as an international graduate student, which ultimately led her to establish the first BGS alumni chapter in Michigan and the 32nd alumni chapter globally. She led the group as president for four years before passing the torch Jan. 1, 2023.
Throughout the years, Michael has evolved professionally and personally. After graduating from WSU with a marketing degree in 2009 and going on to work in the entertainment and music industries for several years, she moved back to Germany to complete an international M.B.A. program and work at L’Oréal.
“Her drive and determination led her to pursue an M.B.A. in Europe, and I supported her fully, seeing that as another opportunity for her to grow as a professional and develop a wider lens with which to see what was possible,” said Stoltman.
Ketels echoed these sentiments, noting that Michael brings a unique perspective to her work through her Chaldean heritage, childhood in Germany, education at Wayne State, and her return to Germany for her M.B.A.
“She has a global, multicultural perspective that is unique and important for companies to consider in their branding and marketing strategies,” he said.
As fate, her work ethic and curiosity would have it, Michael realized she had the inspiration she needed for her book while finishing her master’s thesis at L’Oréal. Assigned to a project for the hair care brand Garnier Fructis, she was challenged with a rebrand — the company’s first in the German market. That’s when she was introduced to the concept of brand love. After that, she went on to speak about it at national conferences.
“I fell in love with the concept and strategy of it. That a corporation of that size could use this concept to emotionally connect with customers was new and inspiring to me,” said Michael, who made it a priority to incorporate the concepts of brand love into Blended Collective.
As a result, it’s a goal of Michael’s to help companies and organizations create connections with their customers. Her combined knowledge, support and experience — from being actively involved in community efforts and pursuing internships to saying “yes” to opportunities and learning as much as she can — motivated her to create a tangible, accessible space housing everything she knew — something that could help other business professionals prosper in a culturally inclusive, consumer-driven way.
“She decided to share her insights and advice for those looking to establish a positive relationship between customers and the products and services that are being offered,” said Stoltman. “I was thrilled to watch the book project unfold, and I’m very excited to see the book coming out.”
As someone who’s always been driven to understand the world, it’s no surprise that even with her business, book launch and other projects, Michael takes the time to mentor students, provide them with internship opportunities at Blended Collective and volunteer with Wayne State’s Multicultural Professional Readiness Education Program.
“I’ve gotten so much value from this network,” said Michael. “I tell all the students I work with, ‘Your brain needs to be a sponge, and you need to think of your professors as lifelong resources.’ I love Detroit and I learned so much about the city going to school here, establishing my business and being involved in the community. I feel like I’m exactly where I’m meant to be.”
Advancing knowledge, positively impacting local and global communities, and preparing a diverse student body to thrive, Michael is the true embodiment of a Warrior.
“Lydia is a great role model for Wayne State students,” said Stoltman, “because she not only made the most of the opportunities here, but she ventured out, explored the world, believed in her vision, and coupled that with an open mind, a desire to learn, and a respect for others.”
Connect with Lydia on social media or visit www.blendedcollective.com and www.lydiamichael.com.
By Katheryn Kutil