The Story of Brand Attachment and Technology
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These are slides from a presentation I gave at International CES 2014. They highlight findings from a recent quantitative study of 5,000 US consumers, fielded by UTA Brand Studio and uSamp.
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The Story of Brand Attachment and Technology
- 1. January 7, 2014 The Story of Attachment Making tech brands more a part of consumer identity presented at International CES #BrandDependence @TheBrandStudio
- 2. The Story of Attachment Why I wrote Brand Real: Too much emphasis on brand identity; Not enough emphasis on brand behavior. @lvincent 2
- 3. The Story of Attachment Positions vs. Promises Position Promise Claims Behavior EXPERIENCES EXPECTATIONS Consumer @lvincent Brand 3
- 5. The Story of Attachment Conventional wisdom Awareness @lvincent Consideration Purchase Preference 5
- 6. The Story of Attachment What it does not address… Brand value to employees Brand value to business partners Brand value to investors 6
- 7. The Story of Attachment The truth Sales is usually a lagging indicator of brand health. @lvincent 7
- 8. A BRAND IS A BLAST FURNACE Insight One @lvincent 8
- 9. Shifting Focus We need to look closer at relationships with brands 9
- 10. The Story of Attachment Relationships Attraction @lvincent 10
- 12. The Story of Attachment Relationships Infatuation @lvincent 12
- 13. The Story of Attachment Quote WOW!!! What more can I say! I've lusted over this camera for most of this year and finally pulled the trigger as an extravagant early holiday gift to myself. Amazon.com review of Fuji X100S @lvincent 13
- 14. The Story of Attachment Relationships Commitment @lvincent 14
- 16. The Story of Attachment Relationships Identity @lvincent 16
- 17. The Story of Attachment Connecting beliefs and brands BELIEF SYSTEM BRAND CULTURE BRAND NARRATIVE CYCLE BRAND AGENTS NARRATIVE @lvincent 17
- 18. 71% of US consumers agree: “I make it a point to buy brands from companies whose values are similar to my own.” — Young & Rubicam, 2010 @lvincent 18
- 19. The Story of Attachment Psychological underpinnings Self Actualization Ego Social Security Physical @lvincent 19
- 20. The Story of Attachment Relationships Identification @lvincent 20
- 21. The Story of Attachment NIKE’S PROMISE To bring inspiration and innovation to every athlete in the world. @lvincent 21
- 22. The Story of Attachment Brand Attachment High Prominence ATTACHED BRAND Low Prominence Ignored Brand A lot like me Respected Brand I never Now that think I think about it about it Disconnected @lvincent SIGNS OF ATTACHMENT Brand-Self Connection Averse Brand The opposite of me A LOT LIKE ME Connected People see the brand as being a lot like themselves; sharing their values. Prominence Thoughts and feelings about the brand come to mind automatically; requiring very little conscious effort.
- 23. @lvincent 23
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- 25. @lvincent 25
- 26. @lvincent 26
- 27. The Story of Attachment Attachment and brand value Awareness Familiarity Credibility Favorability High frequency Attachment High leverage • Recognition • Knowledge • Trustworthiness • Popularity • ID Affiliation • Recall • Understanding • Expertise • Positive attitudes & opinions • Love • Likeability • Evangelism • Differentiation @lvincent • Loyalty 27
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- 30. The Story of Attachment Let’s measure 5,000 US consumers 18+ 25 consumer technology brands Field work early December, 2013 Statistically representative of the general US adult population Each respondent was familiar with the brands evaluated @lvincent 30
- 31. The Story of Attachment Overall, low attachment AVERSION ATTACHMENT -100 +100 Mean score for corporate tech brands studied: @lvincent +15 31
- 32. The Story of Attachment Two Brand Dependence scores INTENSITY All things being equal, measures the relative attachment to a brand in terms of brand-self connection and prominence. @lvincent IMPACT Weighted attachment score that considers each brand’s level of familiarity in the population. 32
- 33. The Story of Attachment Brand Dependence™ Selected technology brands ranked by Intensity 1 2 3 4 5 Samsung Microsoft Google Sony Apple +21 +21 +19 +18 +18 6 7 8 9 10 Asus LG HP Dell Toshiba +18 +17 +16 +15 +15 @lvincent
- 34. The Story of Attachment Brand Dependence™ Selected technology brands ranked by Impact 1 2 3 4 5 Microsoft Google Samsung Sony Apple +20 +19 +18 +16 +15 6 7 8 9 10 HP LG Dell Toshiba Motorola +14 +14 +13 +11 +8 @lvincent
- 35. The Story of Attachment Range of dependence scores AVERSION ATTACHMENT -18 Apple 18 19 -12 Google -16 Dell 54 51 15 46 Microsoft -10 21 52 Samsung -10 21 52 -17 HTC Kyocera 13 -17 Sony 43 11 3 -16 45 15 -16 -23 44 17 -13 Nokia 46 16 -11 Toshiba 48 18 -12 LG @lvincent 18 -11 HP Motorola 43 -11 Asus Blackberry 44 13 38 30 10 36
- 36. Question One Why isn’t Apple’s Brand Dependence score higher? @lvincent 36
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- 38. The Story of Attachment Means matters Household Income Under $50,000 Baseline: All Incomes 1 2 3 4 5 Samsung Microsoft Google Sony Apple @lvincent +21 +21 +19 +19 +18 1 2 3 4 5 Microsoft Samsung Asus Google LG Household Income $50,000 or greater +22 +21 +19 +19 +18 1 2 3 4 5 Apple +22 Samsung +20 Google +20 Microsoft +20 Sony +19
- 39. The Story of Attachment A brand for cultural creatives @lvincent
- 40. Question Two Why isn’t Microsoft’s Brand Dependence score lower? @lvincent 40
- 41. The Story of Attachment Quote The Dowager Brand “ Despite the inroads made against its position, a dowager brand is likely to enjoy elevated, although perhaps slipping status among its competitors” Defending the Dowager: Communication Strategies for Declining Main Brands. Sidney J. Levy and Dennis W. Rook 41
- 43. The Story of Attachment On the horizon Brands to Watch @lvincent 43
- 47. The Story of Attachment Managing attachment Brand-Self Connection Enticement Enablement Sensory or aesthetic pleasure that results from brand experiences Sense that we have more control over our environment and are better able to achieve goals as a result of the brand. @lvincent Enrichment Symbolic and sometimes spiritual meaning of brand—a connection to our identity that can be privately enjoyed or publicly expressed 47
- 48. The Story of Attachment Drivers of top 5 brands 8% Samsung 2% Enablement Enticement Enrichment -10% 3% Microsoft 3% -6% 6% Google 4% -10% -0% Sony 7% -7% 1% Apple 8% -9% 48
- 49. The Story of Attachment Implications Brand Dependence has a big influence on many behaviors related to brands Brand Dependence is a leading indicator that can help managers develop a relationship with consumers beyond product introductions and innovation The technology category has more work to do in fostering strong brand attachment 49
- 50. @lvincent 50