Why Amazon Tops the Charts in MBLM's Brand Intimacy Study

According to John Bishop president of The Myers Report at MediaVillage ritual and nostalgia are two of the biggest influences on brand intimacy It is the aspect of ritual he believes that played into the online retail giant dethroning Disney and Apple quotBrands that have become a ritual in consumers39 lives are familiar and automatic choicesquot Bishop says quotand less likely to be displaced by less familiar optionsquot That sense of familiarity helps build emotional connections inspires consumers to return and results in habitforming brands such as Amazon outperforming their competitorsHuman behavior expert David Allison founder of Valuegraphics reacted with a note of caution quotAmazon dominating a metric like brand intimacy is unsurprising when you look at the vast array of functionality it has createdquot he says quotThe company pushes so many buttons for so many people it can39t help but trigger all kinds of emotions such as intimacy joy relief gratitude and so onquotAllison points out that despite its current popularity the ecommerce giant needs to be very very careful quotAs more and more people come to rely on a company it becomes more susceptible to fickle emotional whimsquot he asserts quotA company must dig deeper and align itself with the fundamental values of its customers to reduce risk How people feel will change whereas what they care about will remain the samequotThose valuesbased emotional connections are integral to the pull of Disney and Apple which rank second and third in 2020 respectively These two giants of media and technology have maintained a surefire way to capture the hearts and eyes of consumers everywhere nostalgia Bishop emphasizes the importance of nostalgic brands quotNostalgia plays a significant role in brand selection given the strong positive feelings that they tend to conjurequot While Disney takes full advantage of its nostalgia factor through its streaming platform offerings Apple has steadily built and maintained a positive reputation over the years sparking an emotional connection with longterm usersThe Myers Report recently uncovered similar findings through its Brand Equity Study Q4 2019 which assessed 100 media publishers to determine their Media Brand Reputation Score From this study Bishop explains MediaVillage was able to determine the two most important factors in driving consumers39 love of media brands an ability to thrive in the future and a strong emotional connection with those brands quotConsumers want to know that the brands they invest their time energy and money in will be around in the longrunquot says Bishop quotLikewise a positive emotional association with a brand confirms a good choice on the part of consumersquotWith both studies in mind Bishop thinks that longterm consistency will make a world of a difference for brands looking to forge emotional connections with consumers quotWhether planting seeds of nostalgia over time or becoming a part of consumers39 daily routine brand building is a longterm cultivation rather than a shortterm sproutquot It39ll be fascinating to see which brands will continue to be perennial favoritesDon39t stop now Stay in the know with coverage of conferences studies and more from Hayley VirgilClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Why Amazon Tops the Charts in MBLM's Brand Intimacy Study

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Hayley Virgil

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Why Amazon Tops the Charts in MBLM's Brand Intimacy Study

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