Glossary

Archetypes

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. Archetype scores can vary, with average scores generally being between 25-30.

Arrows

Green and red arrows are found on the profile pages of brands which have been included in our study in prior years. The arrows indicate whether a brand has declined (red) or improved (green) from its previous performance.

Behavioral Science

The study of human behavior and actions. This includes a variety of disciplines like sociology, anthropology, psychology and behavioral aspects of biology, economics, geography and political science.

Bonding

Bonding is when an attachment is created and the relationship between a person and a brand becomes more significant and committed. This is a stage of acceptance and the establishment of trust. Should this stage advance, it would move to fusing.

Brand Intimacy

The emotional science that measures the bonds we form with the brands we use and love.

Brand Intimacy Model

Quantitative research helped determine our Brand Intimacy Model, which comprises five 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.

Brand Intimacy Quotient

The score assigned to each brand from 1-100. The Quotient is based on prevalence (the percent of users who are intimate), intensity (where the relationship is on the spectrum of three stages, sharing, bonding, fusing) and character (performance on key archetypes). It is a shorthand score that demonstrates how a brand is performing relative to its ability to create ultimate brand relationships and enables comparisons to other brands in the same category or to the industry average.

Can't Live Without

This is a measure based on a ten-point scale that determines how essential a brand 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.” The results are a top-two box score.

Character

A summary measure of the archetype ratings where the archetypes are weighted according to their influence in the category.

Damasio, Antonio

Prominent neuroscientist and author of several books that explore the relationship between the brain and consciousness. His prominent research has highlighted the central role emotions play in social cognition and decision making.

Dual System Theory

Dual-system models of the human mind contrast automatic, fast, and non-conscious (System 1) with controlled, slow, and conscious (System 2) thinking.

Emotional Bonds

It is through emotion that we make decisions. We form meaningful relationships with people, things, and even brands. The depth and degree of these bonds between consumers and brands are measured in the stages of Brand Intimacy.

Enhancement

Customers become better through use of the brand—smarter, more capable, and more connected.

Erikson, Erik (D. 1994)

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

Essence

Part of MBLM’s branding framework. Essence is the foundation of your brand, architected for greater impact by creating an ownable force of attraction and connection.

Experience

Part of MBLM’s branding framework. Experience is orchestrating elevated, personalized, memorable brand experiences, in more places, across more devices.

Frequency

How often a person uses a brand. We measure this across daily usage, weekly, several times a month, once a month or less than once a month.

Fulfillment

Exceeds expectations, delivering superior service, quality and efficacy.

Fusing

Fusing is when a person and a brand are inexorably linked and co-identified. In this stage the identities of the person and the brand begin to merge and become a form of mutual realization and expression.

Heuristics

Cognitive shortcuts that make decision making or problem solving easier.

Identity

Reflects an aspirational image or admired values and beliefs that resonate deeply.

Indifference

The opposing state to intimacy. Indifference is irrelevance and detachment. Indifference can happen along any stage of the journey toward intimacy and is a risk that needs to be considered at all times.

Indulgence

Creates a close relationship centered around moments of pampering and gratification that can be occasional or frequent.

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.

Model

A construct or framework developed to showcase specific marketing ideas or approaches.

Net Promoter Score

Is a well-known index that is traditionally used to measure loyalty of one’s customers. Net Promoter Scores range from -100 to 100 and measure a customer’s willingness to recommend a company to others.

New Paradigm

The way we think about Brand Intimacy. It offers a new approach to marketing today versus traditional models and approaches developed decades ago. Brand Intimacy is a new paradigm because it leverages advances in neuroscience and behavioral science, leverages technology, and takes into account changing consumer behavior.

Nostalgia

Focuses on memories of the past and the warm, poignant feelings associated with them. These are often brands a customer has grown up with.

Price Resilience

This is a measure that indicates what percentage of total users would be willing to pay 20 percent more for a brand’s products and services. We find overall, the more intimate the brand, the more people are wiling to a pay premium.

Ritual

When a person ingrains a brand into his or her daily actions. It is more than just habitual behavior. The brand becomes a vitally important part of daily existence.

Stages

Stages identify the depth and degree of intensity in the relationship between a consumer and a brand. There are three stages of intimacy with criteria for each progression: sharing, bonding, and fusing. Typically scores decrease as you move from sharing to fusing. Sharing stages average 19 in the UAE and Mexico and 12 in the U.S. Bonding averages 7 in the UAE and Mexico, and 5 in the U.S. Fusing, the highest stage, averages 5 in the UAE and Mexico and is 4 in the U.S.

Story

Part of MBLM’s branding framework. Story helps shape a strong narrative and is becoming increasingly important as brands engage in more reciprocity and social marketing channels.

Strong Emotional Connection

A strong emotional connection is a key requirement and the foundation of intimacy. We believe the greater the emotional connection between a brand and consumer, the more powerful the relationship. A strong emotional connection is determined by the degree of overall positive feelings a customer has toward a brand, and the extent to which a person associates the brand with key attributes.

System 1

Quick, instinctive, emotional thinking. System 1 simplifies information resulting in fast and easy decisions.

System 2

More considered and deliberate thinking processes. System 2 is thought to merely “rubber stamp” System 1 decisions.

User

The user is the first part in our model because you cannot be intimate with a brand you have not engaged with or repeatedly tried. Think of this as similar to human relationships; you cannot be intimate with someone you are not already involved with.

Agency

Lab

Platform