Tech & Telecom
Tech & telecom ranks as the top industry in this year’s study. Apple leads the category, maintaining its consistent year-on-year success. Google and Samsung follow closely, in second and third place.
Intimacy Interrupted: Can Tech Brands Still Inspire Awe in an AI-Everywhere Era?
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With an average Brand Intimacy Quotient of 37.3, the category sits well above the cross-industry average. Despite economic headwinds, market saturation, and the AI boom’s affecting growth expectations and brand valuations, tech & telecom brands outperformed, with four brands landing in the study’s top ten.
Archetypes & Stages
Enhancement is the dominant archetype. The category ranks first in our study for enhancement and third for fulfillment. Compared to other industries, tech & telecom places fifth in the percentage of users in sharing, the first stage of Brand Intimacy, but has the second lowest percentage of users in fusing.
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Billions of data points. 475 brands. 15 years of research.
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Select two brands from this industry to compare. You might choose the top- and bottom-ranking brands for contrast, or two brands within the same category for a more direct comparison.