Everyone knows that new Moms and babies build a bond — and that it’s crucial. But now comes news that this bond-building is best for brands and their customers, too.
In fact, the top ranked “intimate” brands (brands that build close ties with consumers) continued to outperform the S&P and Fortune 500 indices in revenue and profit over the past 10 years.
This news comes from MBLM’s Brand Intimacy 2017 Report, the largest study of brands based on emotions. “Brand intimacy” is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand.
“If top S&P and Fortune 500 brands performed at the same growth rate as the top intimate brands, an average S&P company would have earned an additional $7.7 billion in revenue and $5.3 billion in profit,” reads an announcement emailed to MAW. “An average Fortune 500 company would have generated an additional $20.3 billion in revenue and $2.9 billion in profit.”
Obviously, brand intimacy matters.
What are the most intimate brands in the U.S.? At the top is Apple, followed by Disney and Amazon. The Top 10 include Harley Davidson, Netflix, Nintendo, Samsung, Whole Foods, BMW, and Toyota.
“Our report once again reveals that the bonds created between a brand and a consumer deliver greater economic growth,” explained MBLM managing partner Mario Natarelli. “Brand growth starts and ends with emotion and the quantity, quality, and character of the bonds formed with customers.”
Interestingly, it looks like there’s a reason Netflix (routinely dissed as doom to fail) is holding on and welcoming binge watchers every day.
“We found that escapist brands performed especially well – mostly in the media and entertainment industry – due to the melancholy mood of the past year and the need for distraction, control, and enjoyment,” noted the report.
Natarelli seconds that notion.
“Netflix is the new Amazon,” said Natarelli. “The brand, which ranked 25th in our previous study, has quickly risen to this year’s top five and we believe still has untapped potential.”
Highlights from the report include:
- Automotive retained its number one position from the 2015 report and is the strongest industry.
- Apple is the highest-rated brand across several considerations. It scored highest for enhancement, ritual, identity, and frequency of use. It also ranked #1 for can’t live without, meaning it would be difficult to live without this brand.
- Disney ranked highest for the archetype of nostalgia.
- Hershey’s is seen as the most indulgent brand.
- Amazon and Apple are more successful than most in crossing age groups and income levels.
The full ‘Brand Intimacy 2017 Report’ and Ranking Tool can be downloaded here.