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 - July 6, 2022

Technology & Telecommunications Ranks as the Second Most Intimate Industry in MBLM’s Brand Intimacy 2022 Study

Technology & Telecommunications Ranks as the Second Most Intimate Industry in MBLM’s Brand Intimacy 2022 Study

AI and Big Data-Enhanced Study Reveals Apple is #1 in Tech & Telecom, Followed by Sony and Android

NEW YORK, July 6, 2022 – Technology & telecommunications ranked as the second most intimate industry in MBLM’s Brand Intimacy 2022 Study, the largest study of brands based on emotions, now in its 12th year. The enhanced study combines MBLM’s proven Brand Intimacy model with the power of AI and big data to analyze over 600 brands, assessing how consumers bond with the brands they use and love. Apple placed first in the industry, followed by Sony and Android. These three brands were also in the top 10 in the overall study, with Apple ranking third. Through its tech-powered research methodology, MBLM found that the top keyword for Apple on Twitter was the emoji “🥺” Sony’s top keyword was “Emotional” and Android’s was “Excitement.”

The remaining brands in the top 10 for tech & telecom are: Microsoft, Nvidia, HTC, HP, Adobe, IBM, and Dell. Consistent with previous years, MBLM also found that top intimate brands outperformed Fortune 500 top brands across profit, revenue, and stock performance.

“Tech & telecom has gradually moved up in our Brand Intimacy study over the years, which demonstrates the category’s growing importance in our daily lives,” stated Mario Natarelli, managing partner at MBLM. “This trend was accelerated by COVID, which caused us to rely heavily on technology to communicate, work, inform, entertain, socialize, and maintain our wellbeing. Brands leveraged this shift and have enhanced their services to become more ingrained in consumers’ lives, a trend we see continuing, even as we have gradually returned to a new normal.”

Tech & telecom has an average Brand Intimacy Quotient of 49.2, well above the cross-industry average of 36.8. The category has improved since MBLM’s last study, where it ranked in fourth place, and improved its Quotient score performance by eight percent. Enhancement, which means that customers become better through use of the brand, is the dominant archetype for the industry.

In addition to the findings, MBLM also examined the industry and its #1 ranking brand Apple in an article entitled, “Ahead of the Curve: How Apple’s Products and Services Consistently Help Build Emotional Connections.” The article analyzes the top five brands and further explores Apple and how its focus on personalization helps it connect with consumers.

The Brand Intimacy 2022 Study contains the most comprehensive rankings of brands based on emotion. The scale of the study included more than 600 brands and more than 1.4 billion words analyzed over 2021.

To download the Brand Intimacy 2022 Study or explore the rankings click here.

 

Methodology

To read the study methodology, click here.

 

About MBLM

MBLM invented Brand Intimacy, the emotional science behind the brands we use and love. For our clients, we deliver expertise and value through our agency insights, services, and software offerings.

With offices in five countries, our multidisciplinary teams invent, transform, and enhance brands for businesses of every kind. We deliver marketing that creates stronger emotional connections with stakeholders. These bonds create better performance and long-term returns. To learn more about how we can help you create and sustain ultimate brand relationships, visit mblm.com.

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