Independent marketing agency MBLM (pronounced “emblem”) today announced the release of its annual Brand Intimacy Study that features rankings for the first time. In the United States, top-performing intimate brands by industry include Apple in High Tech (ranked 1st), Nike in Apparel (ranked 3rd), Starbucks in Retail (ranked 4th), Ford in Automotive (ranked 7th), and Clorox in Household (ranked 8th).
The brand rankings comprise six universal truths (archetypes) consistently present among intimate brand relationships. They explain the character and nature of ultimate brand relationships. Additionally, the rankings reveal the prevalence and degree of intensity between the consumer and brand (stages). With behavioral science demonstrating that how we feel about a brand is the single best predictor of behavior, it is notable that intimate brands outperform brands measured by other means such as the S&P 500, Fortune 500, and Interbrand’s Top 100.
“We believe that brand intimacy defines a new paradigm between consumers, brands, and technology,” says Mario Natarelli, managing partner at MBLM. “Anyone in the business of creating products, services or marketing and communications can gain critical new insights from a study such as this one. Companies of all sizes looking to compete more effectively either by attracting more customers or making existing customers more valuable will also find brand intimacy a tremendous asset.”
Other key findings include:
A newly launched interactive brand ranking tool enables people to examine the top 20 intimate brands across three countries and features consumer quotes. Users can compare brands of their choosing to gain additional insight and information.
MBLM’s brand intimacy rankings are based on a unique evaluation system that takes into account the ubiquity, character, and depth of a brand’s intimate relationships with consumers. The rankings incorporate research findings of a two-month, online “insight community” conducted in partnership with Brain Juicer with more than 350 men and women, 25 to 65 years old in Germany, Japan, and the United States, resulting in more than 20,000 brand-specific stories.