According to an MBLM survey of 3,000 consumers, brand intimacy has risen significantly across industries since the pandemic began.
The report scored 100 brands on the intensity and emotional connection it shared with consumers. Media & Entertainment was the most successful industry, followed by Automatic, Retail and Tech & Telecom.
While Disney was the top brand in Media and Entertainment, Amazon topped Retail. Amongst Tech, Apple ranked first, with Samsung and Google tied at the second position.. One major factor common to all brands valued by customers in the survey is language.
For instance, leading tech brands like Apple, Google, and Microsoft used their messaging strategies to target specific concerns of their audiences. Each brand used words like “continue”, “free”, and “soon” in an attempt to concern users battling uncertainty and financial pressure.
[3 minute read]
