D.R.
My cat hated being brushed, but he had long hair and it was getting everywhere. I started giving him a treat after each brushing. Eventually he started associating brushings with treats. He would go to the brush and meow (asking me to brush him so he could get a treat afterwards). After a while he started enjoying the brushings and didn't need the treats anymore. In the beginning the brushings lasted only a few moments, but as he started to enjoy them they got longer and longer. I should warn you though that I ended up having to brush my cat several times a day...it ended up being his favorite thing to do.