I had the same problem with Oscar - and one day he just stopped fussing - resigned to the fact that it was going to happen regardless of what he did I guess. He stands still while I brush him and lets me put his hair up - I've even gotten a french braid in his hair a couple times.
Nobella gave some good advice - I didn't use treats or anything - I just did it and didn't let him get his way. When he tried to get away, I wouldn't let him - and if he got away I would go get him and return to the brushing spot. A few times I had to put his harness and leash on just so he couldn't run away. Just stay in control - don't baby talk him and soothe him - I think that just reinforces the behavior and makes him think that there is a legitimate reason for him to act up.
Keep at it - dont let him get the best of you - he'll come around!
