This new business environment has given MBLM<\/a>\u2014a\u00a0self-proclaimed “brand intimacy\u00a0agency” that\u00a0ranks brands based on their numbers of users and the intensity of their customer relationships\u2014the tools to study and determine\u00a0this new paradigm in marketing,\u00a0which is becoming\u00a0key to branding\u00a0success.<\/p>\n In\u00a0their\u00a02018 Brand Intimacy Report on the top-performing brands in the U.S., data shows that the Cupertino, California-headquartered Apple is the most “intimate” brand in the U.S., considerably ahead of all other brands,\u00a0and also ranks\u00a0#1 in the MBLM Mexico and UAE findings.<\/p>\n The company, founded by Steve Jobs, is strongly\u00a0associated with\u00a0lifestyle enhancement, making users\u00a0feel\u00a0smarter and more connected.\u00a0Meanwhile,\u00a0Amazon climbed to #2, improving its ranking from last year\u2019s 3rd place;\u00a0BMW is #3; Jeep seals #4\u00a0with a 42% intimate relationship with customers; Disney is #5 while Youtube, Target, Netflix, Whole Foods and Google complete the top-ten.<\/p>\n Brand relations with customers\u00a0are also impacted by gender, age and income.<\/p>\n According to the index, both women and men in the U.S. feel most emotionally attached to Apple. Both genders also share the same industries among their top 5 brands: technology & telecommunications, retail, entertainment and automotive, although women favored the retail sector.<\/p>\n Apple, Amazon and Target build\u00a0emotional\u00a0bonds<\/a> across all age groups (18-54), however, industries such as entertainment and retail appear to be popular among both young and older consumers.<\/p>\n As for income, only Apple and Amazon are intimate across all segments ($35-$150K).<\/p>\n The study of these emotional connections we form with our brands and services has become a\u00a0crucial tool for marketing executives.<\/p>\n On June 6th, 2018,\u00a0Claude Salzberger, founder and President of MBLM<\/a>, and Rodrigo Diez, Director of MBLM Mexico, presented the book\u00a0“<\/a>Brand Intimacy: A New Paradigm in Marketing”, by Mario Natarelli and Rina Plapler, which\u00a0talks about\u00a0the\u00a0fast-paced, constantly-changing world of the modern marketplace and how brands must\u00a0constantly\u00a0reinvent themselves to remain relevant.<\/span><\/p>\n At the event,\u00a0Claude, who has personally directed some of the most highly acclaimed branding programs over the last three decades, spoke on the\u00a0challenge\u00a0of branding and\u00a0how companies can fashion\u00a0a message of empathy that helps\u00a0them reach their customers.<\/p>\n “Companies have to be creative.\u00a0To form\u00a0a\u00a0strategy, they have to identify the characteristics their customers\u00a0are looking for,\u00a0hone\u00a0them and deliver a clear and intended message.<\/p>\n The great obstacle is\u00a0finding the right creative\u00a0message for the company‘<\/span>s\u00a0<\/span>image. All the elements have to be used, because at the\u00a0end\u00a0of the day, it‘<\/span>s the\u00a0competitive edge many\u00a0brands rely on.”<\/p>\n Brands will\u00a0remain\u00a0important in\u00a0forming\u00a0consumer habits.\u00a0Nevertheless, the market continues to be open to shifts and transformations that could place any company of any industry at the top of the world\u2019s most intimate brands.<\/p>\nIntimate relationships by demographics<\/b><\/b><\/h2>\n
Presenting a new paradigm in marketing<\/b><\/b><\/h2>\n
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