BFF Glossary

ARCHETYPES

Identified in qualitative research and validated in quantitative research, these are six patterns or markers that are consistently present, in part or in whole, among intimate brands that identify the character and nature of ultimate brand relationships.



INDULGENCE

Makes me feel rewarded and indulged

NOSTALGIA

Reminds me of my past and/or the fond memories I associate with it

IDENTITY

Has values I strongly identify with

FULFILLMENT

Exceeds my expectations

ENHANCEMENT

Makes me more capable and connected

RITUAL

Is an important part of my routine or daily life


BONDING

One of the three stages of Brand Intimacy. Bonding describes a deeper connection where you actively follow, watch and listen to a person whenever you can. You trust them and have strong positive feelings toward them.

BRAND INTIMACY

A new paradigm that leverages and strengthens the emotional bonds between people and brands.

BRAND INTIMACY MODEL

Quantitative research helped determine our Brand Intimacy Model, which comprises key components that each contribute toward building ultimate brand relationships. The model culminates in a Brand Intimacy Quotient, a score each brand receives indicating its performance.



CONSUMER WITH STRONG EMOTIONAL CONNECTION

A key belief in having an intimate relationship with any brand (person or product) is the degree of positive feelings a consumer has toward the brand. We believe the greater the emotional connection between a brand and celebrity, the more powerful the relationship. A strong emotional connection is determined by the degree of overall positive feelings a consumer has toward a famous figure, and the extent to which a person associates the brand with key attributes.

ARCHETYPES

Identified in qualitative research and validated in quantitative research, these are six patterns or markers that are consistently present, in part or in whole, among intimate brands that identify the character and nature of ultimate brand relationships.

STAGES

Stages identify the depth and degree of intensity in the relationship between a consumer and a celebrity brand. There are three stages of intimacy with criteria for each progression.

BRAND INTIMACY QUOTIENT

The score assigned to each brand from 1 to 100. The Quotient score is based on prevalence (the percentage of people who are intimate), popularity (the percentage of people who pick a celebrity) and intensity (where the relationship is on the spectrum of the Brand Intimacy stages). The score let’s you compare performance against others as well as year over year.


CONSUMER WITH STRONG EMOTIONAL CONNECTION

Intimate relationships with any personal brand are determined by the degree of positive feelings consumers have toward a brand and the number of consumers that identify that person as their favorite. We believe the greater the emotional connection between a brand and celebrity, the more powerful the relationship.

CAN’T LIVE WITHOUT

This is a measure based on a ten point scale that determines how essential a celebrity is to our lives. One on this scale means “I could easily live without this brand,” while 10 equals “I would find it extremely difficult to live without this brand.” 

ENHANCEMENT

One of the six Intimacy archetypes, enhancement is when a consumer becomes more capable and connected through their relationship with a famous figure.

ERIKSON, ERIK (D. 1994)

A German-born American psychologist known for his theory on psychosocial development of human beings.

FAMOUS FIGURES:

A mix of entertainers, athletes, politicians, spiritual leaders and impresarios that comprise our celebrity rankings.

FULFILLMENT

One of the six intimacy archetypes, fulfillment is when a consumer feels a celebrity exceeds their expectations.

FREQUENCY

Measures how frequently consumers watch or buy products or services or donate to causes associated with a celebrity.

FUSING

One of the three stages of intimacy. Fusing details a more enhanced group of feelings, including: this person reflects who I aspire to be, this person is an extension of my own personality and the feelings I have for this person give me joy.

IDENTITY

One of the six intimacy archetypes, identity is when a consumer feels a celebrity reflects alues. they strongly identify with.

INDULGENCE

One of the six intimacy archetypes, indulgence is when a consumer feels a celebrity makes them rewarded and indulged.

INTIMACY

A psychological articulation of establishing a close connection. The ability to fuse your identity with someone else’s without the fear that you are going to lose yourself is the commonly accepted definition by Erik Erikson.

KAHNEMAN, DANIEL

An Israeli-American psychologist and winner of the 2002 Nobel Prize in Economic Sciences. Kahneman is known for work on the psychology of judgment and decision making. His book “Thinking, Fast and Slow” addresses the dichotomy between two modes of thought: System 1 is fast, instinctive and emotional; System 2 is slower, more deliberate, and more logical. He believes most decisions are based on emotion and rationalized later as judgment.

NOSTALGIA

One of the six intimacy archetypes, nostalgia is when a consumer feels a celebrity reminds them of their past and/or the fond memories associated with it.

RITUAL

One of the six intimacy archetypes, ritual is when a consumer feels a celebrity has become an important part of their routine or daily life.

SHARING

One of the three stages of intimacy. Sharing is an early stage of Brand Intimacy. It is when you know what the person is all about, feel they are speaking directly to you and you enjoy watching, seeing, listening to and learning about this person.

STAGES

Stages identify the depth and degree of intensity in the relationship between a consumer and a celebrity brand. There are three stages of intimacy with criteria for each progression:



SHARING

Sharing is an early stage of Brand Intimacy. It is when you know what the person is all about, feel they are speaking directly to you and you enjoy watching, seeing, listening to and learning about this person.

BONDING

Bonding describes a deeper connection where you actively follow, watch and listen to a person whenever you can. You trust them and have strong positive feelings toward them.

FUSING

Fusing details a more enhanced group of feelings, including:this  person reflects who I aspire to be, this person is an extension of my own personality and the feelings I have for this person give me joy.