Skip to main content
  • Agency

    Agency

    We are the Brand Intimacy Agency, dedicated to creating ultimate brand relationships.

    Learn more about us

    MBLM

    • About
    • Leadership
    • Careers
    • Industry Solutions
    • News
    • Blog

    Our Offices

    • New York
    • Toronto
    • Dubai
    • Seoul

    Latest News

    collage of look alike tarot cards: The Retreater, The App Obsessed, The Budget Splurger, The Gamer, The Seeker

    MBLM Unveils 2024 Trendcasts

    Harnessing Brand Intimacy Data to Dimension New Behavioral Profiles

  • Services

    Services

    We deliver branding, marketing and digital services that create brand intimacy.

    View all services

    Essence

    • Research & Insights
    • Naming
    • Brand Strategy
    • Brand Architecture
    • Brand Identity
    • Design Systems
    • Brand Management

    Story

    • Messaging
    • Campaigns
    • Social Media
    • Content Creation
    • Brand Launch
    • Merchandised Content
    • Presentations
    • Videos
    • Infographics

    Experience

    • Web Design
    • Web Development
    • Digital Marketing
    • SEO
    • Analytics / Measurement
    • Technology & Integration
    • Platform
    • Events & Environments

    Featured Service

    tone and manner service icon

    Tone and Manner

    A brand’s tone conveys its personality, semiotics and style.

  • Work

    Work

    We create intimate brands that engage and endure.

    View all cases

    Featured Work

    Symplr - 100 Days to Multiply Impact case study

    Symplr—100 Days to Multiply Impact

     

    3Pillar - Make incredible case study

    3Pillar—Breaking Through the Noise

     

    NFL - Total Wellness case study

    NFL—Strong Minds, Stronger Playersg

  • Brand Intimacy

    Brand Intimacy

    MBLM’s Brand Intimacy Study uses artificial intelligence to assess how the world’s leading brands perform based on the emotional connections they form with consumers.

    Explore the study

    Study

    • Brand Intimacy Study
    • Report
    • Rankings
    • Industry Rankings
    • Features

    Resources

    • Articles
    • Book
    • Overview
    • Model & Methodology
    • Glossary
    • Sources

    Featured

    Brand Intimacy feature Trendcasting

    Trendcasting

    See how we forecasted new consumer trends for 2024 based on our latest Brand Intimacy findings.

  • Platform

    Platform

    Modern marketing and sales software for the world's leading brands.

    More about our Platform

    Software Tools

    • BrandOS
    • PresentationOS

    Resources

    • Specifications
    • FAQs

    Featured Platform Case

    Championing Brand Central PayPal Case Study

    PayPal—Championing Brand Central

Get in touch
  • Agency

    Agency

    We are the Brand Intimacy Agency, dedicated to creating ultimate brand relationships.

    Learn more about us

    MBLM

    • About
    • Leadership
    • Careers
    • Industry Solutions
    • News
    • Blog

    Our Offices

    • New York
    • Toronto
    • Dubai
    • Seoul

    Latest News

    MBLM Unveils 2024 Trendcasts

    Harnessing Brand Intimacy Data to Dimension New Behavioral Profiles

  • Services

    Services

    We deliver branding, marketing and digital services that create brand intimacy.

    View all services

    Essence

    • Research & Insights
    • Naming
    • Brand Strategy
    • Brand Architecture
    • Brand Identity
    • Design Systems
    • Brand Management

    Story

    • Messaging
    • Campaigns
    • Social Media
    • Content Creation
    • Brand Launch
    • Merchandised Content
    • Presentations
    • Videos
    • Infographics

    Experience

    • Web Design
    • Web Development
    • Digital Marketing
    • SEO
    • Analytics / Measurement
    • Technology & Integration
    • Platform
    • Events & Environments

    Featured Service

    Tone and Manner

    A brand’s tone conveys its personality, semiotics and style.

  • Work

    Work

    We create intimate brands that engage and endure.

    View all cases

    Featured Work

    Symplr—100 Days to Multiply Impact

    3Pillar—Breaking Through the Noise

    NFL—Strong Minds, Stronger Playersg

  • Brand Intimacy

    Brand Intimacy

    MBLM’s Brand Intimacy Study uses artificial intelligence to assess how the world’s leading brands perform based on the emotional connections they form with consumers.

    Explore the study

    Study

    • Brand Intimacy Study
    • Report
    • Rankings
    • Industry Rankings
    • Features

    Resources

    • Articles
    • Book
    • Overview
    • Model & Methodology
    • Glossary
    • Sources

    Featured

    Trendcasting

    See how we forecasted new consumer trends for 2024 based on our latest Brand Intimacy findings.

  • Platform

    Platform

    Modern marketing and sales software for the world's leading brands.

    More about our Platform

    Software Tools

    • BrandOS
    • PresentationOS

    Resources

    • Specifications
    • FAQs

    Featured Platform Case

    PayPal—Championing Brand Central

Get in touch
Press Releases - April 6, 2016

MBLM’s Report Finds PayPal, Fidelity and Chase are Top Three Most Intimate Financial Services Brands

A purple and magenta background with a pixelated image of a Stock market ticker digital display

MBLM, the Brand Intimacy Agency focused on strategy, design, creative and technology, announced today that the financial services industry ranked below average in creating and building intimate brand relationships. PayPal was the top most intimate brand in the industry, according to the agency’s extensive Brand Intimacy 2015 Report, and four out of the top 10 brands are retail banks.

Brand intimacy describes an essential relationship between a person and brand that transcends usage, purchase and loyalty. According to the report, intimate brands create enhanced business performance.

The remaining brands part of the top 10 are: Fidelity, Chase, Charles Schwab, Wells Fargo, Citi, GEICO, MetLife, American Express and Bank of America.

“Financial services brands generally suffer from mostly indistinguishable marketing,” stated Mario Natarelli, MBLM’s managing partner. “Companies in this category face the challenge that people want a relationship with their money more than the institutions managing it. Compounding the challenge, financial institutions now face more stringent regulations and skeptical consumers.”

Additional findings of the report include:

  • Visa and MasterCard placed 11th and 12th, respectively
  • Fidelity is the strongest brand in the category for those with an income of $100,000-$150,000 and also is the #1 brand for men
  • Chase and Citi are relatively close competitors, with Chase having a slight edge, notably in relation to intensity of relationships customers have with the brand
  • PayPal comes in a strong #1, suggesting consumers are looking for a relationship with a new kind of financial services brand. PayPal dominates across the strongest category archetype, enhancement, becoming better through the use of the brand—smarter, more capable and more connected

MBLM’s 2015 report contains one of the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,000 consumers and 52,000 brand evaluations across nine industries in the U.S., Mexico and UAE. MBLM’s reports and interactive Brand Ranking Tool showcase the performance of almost 400 brands, revealing the characteristics and intensity of the consumer bonds.

Share

Facebook X LinkedIn Mail

Press Release

Download PDF

Related News

collage of look alike tarot cards: The Retreater, The App Obsessed, The Budget Splurger, The Gamer, The Seeker MBLM Unveils 2024 Trendcasts
The cover of 'brand indifference' magazine with the headline 'Sensational scoops on sad splits'. MBLM Unveils New Research on Brand Indifference
Agency
  • About
  • Leadership
  • Services
  • Industry Solutions
  • Work
  • Careers
  • News
  • Blog
  • Contact Us
Brand Intimacy
  • Report
  • Rankings
  • Industries
  • Features
  • Book
  • Articles
  • Resources
Platform
  • BrandOS
  • PresentationOS
  • Technical Specs
  • Platform FAQs
Offices
  • New York
  • Dubai
  • Toronto
  • Seoul
Facebook
X
LinkedIn

© EMBLEM LLC

22 West 27th Street, #4 New York, NY 10001 USA

T: +1 212 979 8200
PRIVACY POLICY

ALL RIGHTS RESERVED