The Brand IntimacY StudY

A COMPREHENSIVE EXAMINATION OF HOW TO CREATE, SUSTAIN AND MEASURE ULTIMATE BRAND RELATIONSHIPS

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BRAND INTIMACY STUDY

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IN SEARCH OF A NEW PARADiGM

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08 14
This study explores the changing world around us and the need to understand a marketplace that evolves and adapts quickly. The way we choose products, access information and make decisions has rendered a new landscape before us that requires a different perspective and new tools to effectively navigate.

MARKET DYNAMICS
A REAL POWER SHIFT

DEFINING BRAND INTIMACY

INSIGHTS REVEAL A NEW MARKETING ORIENTATION

26 34 48 56

BUILDING BRAND INTIMACY

FUELING THE RELATIONSHIP BETWEEN PEOPLE AND BRANDS

BRAND INTIMACY ARCHETYPES

IDENTIFYING THE MARKERS

BRAND INTIMACY GAP

BENCHMARKING MARKETING EXECUTIVES

SCIENCE OF INTIMACY
SHAPING OUR CONTEXT AND APPROACH

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Brand, technology and the science of decision making are at the core of an emerging power shift. Few marketers today would argue against the idea that the world of marketing has been profoundly altered. Technology has transformed the way brands thrive, resulting in pervasive, information-rich and on-demand experiences. Brands are also increasingly dened and shaped by their users. How a brand interfaces, inuences and stays relevant nowadays requires an altogether new approach and a different makeup. And advancements in neuroscience and psychology have fundamentally changed our understanding of how human beings interpret, judge and make decisions.

MARKET DYNAMICS

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BRAND TODAY
BRANDS HAVE CHANGED DRASTICALLY. THE RULES OF THE PAST THE ONE-WAY PUSH APPROACH FROM PRODUCT TO USER AND tHE ROLE OF A CATCHY NAME, LOGO OR TAGLINE DEFINE ONLY PART OF THE CHALLENGE FOR MARKETERS TODAY.
Users play an increasing role in establishing the makeup, priorities and behavior of brands. At an ever-accelerating pace, the feedback loop between what a company promises and how a brand performs is shortening, and both the collective and individual voices of the consumer are clearly resonating.

TECHNOLOGY TOMORROW
IN OUR INTERCONNECTED AND INCREASINGLY GLOBALIZED LIVES, EXPECTATIONS HAVE BECOME ELEVATED, DEMANDING AND IMMEDIATE.

A prime example is the device inside our pockets that provides access to our entire ecosystem. Personalized and localized features lter our preferences for how we interface with information, entertainment, work, family and friends. We consume differently, more frequently and more broadly, and we know that we are inuenced in new and meaningful ways.

3,500 MARKETING MESSAGES A DAY ARE WHAT AN AVERAGE PERSON RECEIVES 1

70% OF CONSUMERS TRUST RECOMMENDATIONS FROM FRIENDS BUT ONLY 10% TRUST ADVERTISING 2

#1 BIGGEST CHALLENGE FOR CMOS IS DATA EXPLOSION 3

CONNECTED MOBILE DEVICES WILL EXCEED THE WORLDS POPULATION  BY 4 THE END OF 2013

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BRAIN NOW
We know more about how we think and process information than ever before.

Science is revealing more details about how the brain functions and, specically, about how we make decisions. In Thinking Fast and Slow, Nobel Prize winner Daniel Kahneman described how most human decisions are made emotionally, and the role of reason is primarily to justify those decisions after the fact.

Market dynamics have created a new reality, yet many marketers use the same constructs and approaches developed decades ago. With the seismic shifts in brand, technology and neuroscience underway, we need to nd better, smarter ways to respond to our evolving world.

70,000 NUMBER OF THOUGHTS THE HUMAN BRAIN PRODUCES ON AN  AVERAGE DAY 5

UP TO 90% OF THE DECISIONS WE MAKE ARE BASED ON EMOTION 6

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Market dynamics are occurring at a dizzying pace and

DEFINING bRAND iNtiMACy

can be quite disorienting and overwhelming to keep pace with. Luckily, however, some things remain exactly the same. A fundamental truth is that our relationships continue to dene us and we desire to create enduring tangible and intangible connections. We seek intimacy that feeling of being in a close, personal association and belonging together. It is an essential, familiar and affective connection with others that results in a bond formed through knowledge and experience of the other.

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Detailing brand intimacy requires a broad investigation of theories, approaches, models and doctrines from psychologists, scientists and marketers who have published on topics related to intimacy, decision making and brand engagement. From psychologists Erik Erikson and Kahneman to Kevin Roberts and his Lovemarks, all were crucial to our understanding before we could venture further with our study.

Brand intimacy: WHEN A PERSON AND A bRAND

WHO

ACHiEvE A FuSED iDENtity,

WHAT

This explanation was heavily inuenced by the understanding that intimacy is the ability to fuse your identity with someone elses without the fear that youre going to lose something yourself. 7 Eriksons articulation of intimacy is signicant because it identies the two elements that are essential to understanding brand intimacy. SENSE OF SECURITY This describes the lack of fear the sense of security people develop in a relationship through experiences over time that enables them to let down their guard and be more open to sharing. SENSE OF FULFILLMENT The idea of fused identities describes a relationship in which there is a close personal connection and a feeling of belonging together. The ability to fuse with another person or with a brand is a potent goal that offers a high degree of marketing risk and substantial reward. This is a profound concept for brands to strive for, but we wanted to rst understand whether it was even possible.

CREAtiNG FulFillMENt, DRiviNG

WHY

PERFORMANCE AND lAStiNG vAluE.

WHY WHY

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1.

BRAND INTIMACY PARALLELS HUMAN INTIMACY

A key insight revealed in our research is that intimate brand relationships appear to closely mirror intimate human relationships. This suggests that people have a standard way they develop signicant relationships, be it with another person or a brand, and that people form real and deep attachments to brands the way they do with people.

2.

BRAND INTIMACY HAPPENS IN STAGES

There are specic and distinct stages one must progress through when forming brand intimacy. While the amount of time it takes to reach brand intimacy may vary, the stages are the same regardless of brand, culture or geography. Similar to human relationships, there is risk at every stage that the relationship could end; however, the deeper the relationship and the higher the stage it progresses to, the greater the potential for forgiveness.

KEY RESEARCH FINDINGS

The real core of MBLMs insights comes from more than 250 global consumers participating in both moderated and unmoderated forums for 10 weeks. Approximately 750 hours of discussion and direct involvement creating more than 20,000 stories helped us form the foundation of brand intimacy. (See Methodology in the Science of Intimacy for more details.) Primary research revealed ve essential ndings that have helped shape our understanding of brand intimacy:

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FIVE MAIN ARCHETYPES DELIVER BRAND INTIMACY

We have discovered ve common archetypes that manifest or best dimension brand intimacy: indulgence, nostalgia, image, enhancement and ritual. These archetypes are based on the way or ways a brand best meets important human needs/wants. Interestingly, a brand can be intimate across more than one archetype, and global brands can be associated with different archetypes in different countries.

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BRAND INTIMACY IS RARE

Today, brand intimacy appears to occur among a minority of consumers. Brand intimacy, although attainable, is raried. During our screening process to nd appropriate research respondents, nearly 4,000 consumers were considered. Among them, approximately 24% of people demonstrated the potential of having brand-intimate relationships.

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TECHNOLOGY ENABLES BUT ALSO CAN DIMINISH BRAND INTIMACY

Technology facilitates brand intimacy but can also help harm or end the relationship. Most consumers seem to take it for granted that brands use technology to reach them. However, technology can also be depersonalizing or misused to overcommunicate or diminish trust.

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BRAND INTIMACY PERFORMANCE

Next, we wanted to understand whether brand intimacy results in better, more protable returns. After reviewing our research, we selected the most exemplary intimate brands. We then calculated the protability of these brands over a three-year period, 20102012, as the percentage of net income over net sales. And we did the same for the S&P 500, the Fortune 500 and Interbrands Top 100 Brands. Over the past three years, the most intimate brands exceeded the protability of the Interbrand Top 100 Brands by 7%,8 the S&P 500 by 17% 9 and the Fortune 500 by 71%.10 We are planning to further dimension and track brand intimacy with an annual global quantitative survey. The survey will cover additional countries to provide a projectable global sample, while also enabling us to more deeply explore the impact of different national cultures on the ways people form relationships with brands. At a base level, the research will identify how common brand intimacy is, detailing both its incidence and the average number of intimate brand relationships people have. Our goal is to quantify the business impact of brand intimacy, substantiate the stages of brand intimacy development, determine the prevalence and impact of the brand intimacy archetypes, identify the worlds most intimate brands, and distinguish the key drivers of each brands intimate relationships.

3-YEAR PROFITABILITY BRAND INTIMACY INDEX PERFORMANCE ADVANTAGE

0 BRAND INTIMACY INDEX INTERBRAND TOP 100 BRANDS (VALUE) S&P 500 FORTUNE 500

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+7% +17% +71%

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CONSUMER PERCEPTIONS ON BRAND INTIMACY

Southwest has earned mY trust, earned mY loYaltY and is deserving of both. Even with a negative experience that happened last Year, I feel no Qualms about continuing to do business with them. The situation was handled in a manner that, even though I did not like the outcome, was explained in a waY that I understood whY theY were taking the stance theY did. TheY continued to ask for mY business even during that time, and I feel that theY have more than earned it. There is reallY nothing theY can do that would make me feel more loYal to them than I alreadY am, short of doing ridiculous things like free flights for no reason. - U.S. consumer

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I love the Nabisco brand fullY, and Nabisco loves me back bY making me feel good with each bite I take! It returns its love to me through goodness of taste. - U.S. consumer

Im a fan of Borussia Mnchengladbach (a soccer team in the German Football Association), and new technologies offer me completelY new and better waYs to keep in contact with the club to let me know to order tickets, etc. - German consumer

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BUILDING BRAND INTIMACY

Brand relationships, like human relationships, are never static. They are in a constant state of ux, moving closer together or further apart based on every experience. Yet, most existing models and frameworks focus on the opportunities and benets of progress and achieving a heightened or improved state. Few, if any, marketing constructs effectively dene the drivers of growth and the risks of decline with equal attention and balance.

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THE i2i MODEL

The i2i Model is a simplied depiction of the mature stages of development in a relationship between a person and a brand. Intimacy (fusing of identities and lack of fear) and indifference (irrelevance and total disinterest) operate as conditions that act on the relationship. They create a polarity in the model: positive experiences pull the relationship closer toward intimacy, while negative experiences push the relationship down toward indifference. The model builds on the fact that anyone who reaches the stage of sharing has already passed through a series of earlier stages, including awareness, consideration, preference and purchase.

INTIMACY
FuSiNG bONDiNG SHARiNG

INDIFFERENCE

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FUSING
Fusing is when a person and a brand are inexorably linked and CO-IDENTIFIED. In this stage, the identities of the person and the brand begin to merge and become a form of mutual FULFILLMENT and expression. This is the stage where brand intimacy is achieved.

StAGES
While a person and a brand can advance or decline through the stages, we believe the deeper the relationship and the higher the stage of progression, the greater the potential for forgiveness.

BONDING
Bonding is when an attachment is created and the relationship between a person and a brand becomes more signicant and COMMITTED. This is a stage of acceptance and the establishment of TRUST. Should this stage advance, it would move to fusing.

SHARING
Sharing is when the person and the brand engage and interact. There is a knowledge being shared and the person is INFORMED about what the brand is all about, and vice versa. At this stage, attraction occurs through reciprocity and ASSURANCE. Should the relationship advance, it would evolve to bonding. Should it decline, it would likely cause disengagement fueled by indifference.

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A CONDitiON
Brand intimacy isnt something you automatically arrive at; its a condition that is fostered and nurtured. Each of our stages is based on the way people form intimate attachments and is designed to further someone up the journey toward intimacy. However, even when one arrives at intimacy, it can continue to be deepened and made more meaningful throughout the entirety of the relationship. At the same time, we acknowledge at any step along the process, a person can become indifferent.

ADVANTAGES
Brand intimacy offers many advantages as a new paradigm. In addition to addressing changing market needs and considering the way people make decisions today, it is also created to integrate with existing marketing approaches and provide a new platform for understanding the relationship between people and brands on a deeper level. Other core factors related to brand intimacy include:

NiCHE
The i2i Model focuses on three stages where we feel we are most able to impact the creation of brand intimacy. The rst stage, sharing, already assumes a relationship with the brand. This allows for the traditional measures of brand performance and value that offer a range of essential and specic diagnostics. These can remain part of a marketers arsenal for assessing and planning.

ElEvAtED
The goal of brand intimacy is higher order. It is fusing and becoming co-identied. It results in a meaningful and reciprocal relationship. This is a more advanced, holistic ambition than most other branding approaches that foster loyalty or some form of preferred usage. It elevates the marketing conversation beyond behaviors to root causes.

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BRAND INTIMACY ARCHETYPES

As we investigated brand intimacy more deeply, we wanted to nd consistencies that were underlying or contributing toward creating it. Our research revealed an interesting nding: ve markers were consistently present and realized among brands that achieved intimacy with consumers most often. We call these archetypes, and they may be key to effectively strengthening a brands ability to deliver intimacy.

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ARCHETYPES:
INDulGENCE NOSTALGIA IMAGE ENHANCEMENT RITUAL

The archetypes appear to link at the most essential level with individual psyches and to foster patterns and connections that can lead to intimacy. As we continued to explore their role and better understand the range of archetypes, we discovered that the brands most successful at delivering intimate relationships with consumers mastered at least one, and sometimes all, of these archetypes. For that reason alone, they merit further understanding. We explored brands that were most effective at establishing intimacy and focused on what consumers described in detail.

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INDulGENCE
Indulgence creates a close relationship centered around pampering and gratication. Indulgence can be occasional or frequent and is based on the physical and emotional forms of intimacy.

When Im at home, mY Bose headphones are often right next to mY PC. When I want to hear mY music, I will connect mY headphones to mY personal computer. It is a delight for mY ears. - Japanese consumer

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NOSTALGIA
Nostalgia builds on the emotional and cognitive forms of intimacy in order to establish a bond between the person and the brand that is focused on memories of the past and the warm, poignant feelings associated with them. These are often brands a person has grown up with.

MY father was mY idol, and I alwaYs wanted to do everYthing just like him. It was his choice waY back when to get a 4Runner, so I loved the car even more. But when I got older and it was still running, it was a no-brainer that a ToYota would be mY first car. Then, when I was old enough to buY mY own car, it was again without a thought that ToYota was the onlY waY to go. When I met mY husband, he was driving a ToYota. When I got pregnant and needed a bigger car, ToYota was the onlY thought in our minds. When we needed a commuter car for mY husband because of gas prices, ToYota. - Japanese consumer

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IMAGE
Image builds on the emotional and experiential forms of intimacy in order to create a relationship where the person uses the brand to project a specic lifestyle aspiration.

ManY companies build excellent timepieces, but I happen to love Rolex watches the best Rolex is THE epitome of a luxurY watch around the world whether in Dubai, New York or Baden-Baden. - German consumer

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ENHANCEMENT
Enhancement enables improvement and makes life easier and more convenient. People become better through use of the brand smarter, more attractive, more effective, etc. This is primarily a cognitive form of intimacy but can also involve physical and emotional considerations.

I love JimmY Choo shoes; theY represent a bit of an achievement to me. I alwaYs dreamed of having reallY great high-end designer shoes, but I could never afford them. Over the past few Years I finallY got to a point where I could, and I bought a few pairs of JimmY Choos that make me feel great when I wear them. TheYre good-looking, feel good and make me feel like I did well bY buYing them. - U.S. consumer

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RITUAL
Ritual is when a person ingrains a brand into his or her daily actions. This form of intimate relationship is more than just habitual behavior ritualization is when the person mindfully and purposefully makes brand use a vitally important part of his or her daily existence. It aligns to the experiential and emotional types of intimacy.

I am an iPhone addict. MY iPhone is a dailY part of mY life. I use it for everYthing from maps to price-checking to email and text messaging. I use it for both business and personal reasons. I dont have Internet service at mY house, so I even use it as a Wi-Fi hotspot when I want to use mY laptop. This is mY third iPhone, and I will almost surelY get one for mY next smartphone as well. - U.S. consumer

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BRAND INTIMACY GAP

We surveyed more than 75 senior marketing executives (CMOs, SVPs and VPs of marketing) representing a range of mostly large and midsize companies both B2B- and B2C-focused in order to get their opinions regarding the importance of brand intimacy. Few marketing executives feel they are effectively leveraging brand intimacy.

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MARKETERS SEE INTIMACY AS IMPORTANT BUT DIFFICULT

Building intimate relationships with customers is extremely important, but most marketers dont think they are doing a good job at creating them.

THERE ARE MULTIPLE CHALLENGES IN ESTABLISHING INTIMACY

Although considered important, brand intimacy presents many challenges today for marketers.

We have a horrible track record at creating intimacY. We need to improve in all aspects in the coming Years. - Senior marketing executive

KeY challenges are Resources needed to customize content and manage individual communications/ interactions. - Senior marketing executive BIGGEST CHALLENGES FOR CREATING INTIMACY

RESOURCES KNOW-HOW

35% 11% 11% 10%

87
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DELIVERY CUSTOMER RESISTANCE

feel that customer intimacY is either verY important or extremelY important.

feel theY are doing a verY good job at creating brand intimacY.

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COMMUNICATIONS PROFESSIONALS BELIEVE DIGITAL IS KEY

Within marketing, digital tactics are seen as the most effective at building intimacy with customers.

IN THE FUTURE, CREATING INTIMACY WILL BE DIFFERENT

There is widespread belief that the ways in which companies create intimacy in the future will change, with more than half seeing technology playing an increasingly important role.

The new growth is in social media. - Senior marketing executive

Without a crYstal ball, understanding our future relationships is the biggest challenge. At this point, we believe this will continue to grow through social media and other digital platforms, but what these will be is anYones guess. - Senior marketing executive

TechnologY is continuallY evolving in new waYs to help marketing executives build and maintain intimate relationships without the funding reQuired to support personal engagement. Among the marketing tactics available, digital tools such as social media, websites and digital advertising are seen as the most effective at building customer intimacY.

the one aspect of technologY most effective in building customer intimacY

38% 20% 13%

SOCIAL MEDIA

WEBSITES

EMAIL/DIGITAL NEWSLETTERS

83

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MOST believe that the waYs intimacY is created will change in the future.

Almost half OF THOSE BELIEVE that analYtics and social media will be the primarY waYs IT WILL CHANGE.

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MEASURING SUCCESS REMAINS THE SAME

Most marketing executives believe that traditional metrics provide the best way to measure intimacy, which may be because they dont have alternate tools or solutions.

MARkEtERS ARE MiSSiNG A kEy OPPORtuNity

The vast majority of marketers today dont see the direct or immediate business impact of intimacy. This may be due to conventional wisdom as initial brand performance results demonstrate the strength of brand intimacy in impacting protability.

We will use satisfaction and net promoter scores. - Senior marketing executive

I associate intimacY more with loYaltY than ROI. - Senior marketing executive

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92

would use the same measures to determine their EFFECTIVENESS IN BUILDING CUSTOMER INTIMACY.

dont see the direct or immediate business impact of intimacY.

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SCIENCE OF INTIMACY

This section provides further details on materials we reviewed to help shape our understanding and development of brand intimacy. It includes the four key manifestations of intimacy as well as a variety of features and articles and MBLMs detailed methodology. The Science of Intimacy provides more specics and specialized insights.

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COGNitivE
DESCRIPTION An exchange of ideas and exploration of similarities or differences in them brand intimacY manifestation Stimulating passionate agreement and dedication to a distinctive and compelling idea, sense of purpose or ethos

FOUR TYPES OF INTIMACY

Our research with consumers shows that they do not initially recognize or think about the relationships they have with brands as being intimate. However, once they begin to talk about the brands they love, the parallels become apparent. In fact, brand intimacy closely mirrors human intimacy. Intimate brand relationships mirror intimate human relationships in that both have four basic forms: cognitive, emotional, physical and experiential. These represent aspects of intimate brand relationships. To a marketer, these forms can also be used as levers to bring people progressively closer to the brand.

EMOTIONAL
DESCRIPTION The mutual sharing of innermost feelings brand intimacY manifestation Eliciting feelings of being understood and accepted as an individual through personalized engagement

PHYSICAL
DESCRIPTION A sensual or sexual connection brand intimacY manifestation Sensual stimulation that provides pleasurable and gratifying feelings

ExPERiENtiAl
DESCRIPTION Involvement in an activity that produces shared experiences brand intimacY manifestation Engaging people socially, including them in an exclusive group to create feelings of togetherness, camaraderie and belonging

Source: Golden, Beverly, The Four Faces of Intimacy, Healthy Living, Relationships, February 8, 2012, http://intentblog.com/the-four-faces-of-intimacy/

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METHODOLOGY
To gain an in-depth understanding of intimacy and its relevance to brands, we undertook multiple investigations and research. We worked with Brain Juicer and conducted in-depth qualitative research through online insight communities in Germany, Japan and the United States. These communities were composed of 252 consumers in total (which qualies as a quantitative sample, with a +/-8.8% margin of error at the 95% condence level). The interactive community discussions lasted two months, were elded during the fourth quarter of 2012 and allowed us to explore the underlying psychology of how and why brand intimacy manifests. In addition to our insight communities, content analysis was conducted through automated mass web ethnography in order to build a detailed picture of the brand-intimate consumer. Specically, a web search robot was programmed to conduct search queries for 110 keywords, identied in the insight communities, across three contexts: personal, social and environmental. The search robot collected a vast pool of relevant stories, features, tweets, articles and blogs in order to create a composite prole. Analysis was then performed to identify key patterns and enable us to draw conclusions about how people are relating to, using and talking about the brands with which they have intimate relationships. We developed an online quantitative survey of marketing executives from around the world. Conducted during the rst quarter of 2013, this research was designed to better understand the client-side perspective on brand intimacy and complement learning from our consumer research. The sample included 78 senior marketing executives from both B2B and B2C companies. MBLM audited top-performing brands from a marketing and nancial performance perspective across Standard and Poors S&P 500 and the Fortune 500. We researched the works of leading psychologists in order to better understand human intimacy and the stages of psychosocial development. We also read works from Professors Antonio Damasio and Daniel Kahneman in order to integrate the latest thinking about decision making and emotions into our analysis.

CITATIONS
1

2012 Norton Study: Consumer Cybercrime Estimated at $110 Billion Annually, Press Release, September 5, 2012, Web: October 12, 2012, http://www.symantec.com/about/news/release/article. jsp?prid=20120905_02 Report: 70% of Consumers Trust Brand Recommendations from Friends, March 21, 2013, http:// mashable.com/2013/03/21/70-percent-brand-recommendations-friends/ IBM Institute for Business Value, CMOS and CIOS, 2011, http://public.dhe.ibm.com/common/ssi/ecm/ en/gbe03513usen/GBE03513USEN.PDF Cisco Visual Networking Index: Global Mobile Data Trafc Forecast Update, 2002-2017, February 6, 2013, http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_ c11-520862.html The average human experiences about 70,000 thoughts a day, http://www.information-facts.com/ health/the-average-human-experiences-about-70000-thoughts-a-day Carnegie, D., The Rule of Balance Logical Mind vs. Emotional Heart, Westside Toastmasters, http:// westsidetoastmasters.com/resources/laws_persuasion/chap14.html Evans, Richard I., Dialogue with Erik Erikson, p. 48, Harper & Row, New York, 1967. Best Global Brands, Interbrand, 2013, http://www.interbrand.com/it/best-global-brands/2012/BestGlobal-Brands-2012-Brand-View.aspx Financial Statement Analysis S&P 500 Index, Bloomberg, April 18, 2013. Fortune 500, CNN Money, 2013, http://money.cnn.com/magazines/fortune/fortune500/2012/ companies/

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PHOTOS
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Interior of commercial airliner by Derrick Coetzee. Retrieved from Flickr, September 26, 2013, used under a Creative Commons Attribution 2.0 Generic license: http://creativecommons.org/licenses/ by/2.0/deed.en Oreo. by Maria Fernanda Sosa. Retrieved from Flickr, September 26, 2013, used under a Creative Commons Attribution 2.0 Generic license: http://creativecommons.org/licenses/by/2.0/deed.en IMG_8027 by funky1opti. Retrieved from Flickr, September 26, 2013, used under a Creative Commons Attribution 2.0 Generic license: http://creativecommons.org/licenses/by/2.0/deed.en Bose headphones on a piano by Niki Odolphie. Retrieved from Flickr, September 26, 2013, used under a Creative Commons Attribution 2.0 Generic license: http://creativecommons.org/licenses/by/2.0/ deed.en My Toyota ready for Nevada by brewbooks. Retrieved from Flickr, September 26, 2013, used under a Creative Commons Attribution 2.0 Generic license: http://creativecommons.org/licenses/by/2.0/deed. en Rolex Milgauss by Manuel Rebic. Retrieved from Flickr, September 26, 2013, used under a Creative Commons Attribution 2.0 Generic license: http://creativecommons.org/licenses/by/2.0/deed.en Jimmy Choo by Yuya Saito. Retrieved from Flickr, September 26, 2013, used under a Creative Commons Attribution 2.0 Generic license: http://creativecommons.org/licenses/by/2.0/deed.en iPhone 5 camera and ash by Simon Yeo. Retrieved from Flickr, September 26, 2013, used under a Creative Commons Attribution 2.0 Generic license: http://creativecommons.org/licenses/by/2.0/deed. en P.61

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ABOUT MBLM
WE CREATE GREATER INTIMACY BETWEEN PEOPLE, BRANDS AND TECHNOLOGY.
MBLM (pronounced emblem) is an international, multidisciplinary agency that is focused on brand building and activation, software solutions, thought leadership and content. For more information, visit mblm.com.

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BRAND INTIMACY STUDY