Experienced marketers have long known that there is a deep emotional connection between world-class brands and consumers. The fact is, emotion plays a huge role in determining just how much a consumer engages with, forms a bond, or even "loves" a brand.
MBLM, an agency specializing in "brand intimacy," has issued its 2017 Brand Intimacy Report, which builds on the largest study of brands based on emotion. The agency uses intelligence gained from 54,000 brand evaluations and 6,000 consumers, analyzing 386 brands in fifteen industries across three geographic regions.
The study reveals that the top five most intimate brands in the U.S. in 2017 are (in descending order) Apple, Disney, Amazon, Harley Davidson, and Netflix.
Some of the observations made in the report are fascinating. For example:
- "The Top 10 Most Intimate Brands continue to outperform established financial indices for both revenue and profit growth over the last 10 years."
- "Escapist brands (largely within media & entertainment) did extremely well this year. From Netflix and Nintendo to Xbox and HBO, consumers seem to connect strongly with brands that let them entertain themselves on demand."
- "Apple is our top-ranked brand overall. It is also the highest rated across several considerations, helping explain its dominance. For archetypes, Apple scored highest for enhancement (just edging out Google), ritual and identity. Apple also ranks #1 for 'can't live without,' meaning it would be very difficult to live without this brand. It also ranks highest for frequency of use (where Facebook also took 2nd place)."
Read more about brand intimacy here: http://mblm.com/brandintimacy/
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