36Ibid.
37Sharp, Byron, How Brands Grow. Oxford University Press, March, 2010, p. x1.
38Marsden, Paul, “How Brands Grow [Speed Summary] Brand Genetics, Nov, 2012 http://brandgenetics.com/how-brands-grow-speed-summary/.
39“BrandAsset Valuator” Young & Rubicam Group, 2003, http://www.yrbav.com/about_bav/bav%20blue%20book.pdf.
40Interbrand, “Methodology,” http://interbrand.com/best-brands/best-global-brands/methodology/.
41Treacy, Michael and Wiersema, Fred., “Customer Intimacy and Other Value Disciplines,” Harvard Business Review, January-February 1993, www.a3o.be/materialen-en-links/images/…/treacywiersema.pdf.
42Ibid.
43Ibid.
44Treacy, Michael and Wiersema, Fred, The Discipline of Market Leaders, Addison-Wesley, 1995.
45Ibid.
46Abramovich, Giselle, “How Brands De ne Engagement,” Digiday, August 29, 2012, http://www.digiday.com/brands/how-brands-define-engagement/.
47Gensler, “2013 Brand Engagement Survey: The Emotional Power of Brands,” 2013. http://www.gensler.com/uploads/document/354/le/2013_Brand_Engagement_Survey_10_21_2013.pdf.
48“How Do I Know a Lovemark?,” Saatchi & Saatchi, 2013, http://www.lovemarks.com/index.php?pageID=20020.
49“The Lovemark Pro ler,” Saatchi & Saatchi, 2013, http://www.lovemarks.com/index.php?pageID=20031.
50Ibid.
51“Apple,” Saatchi & Saatchi, 2013, http://www.lovemarks.com/index.php?pageID=20015&lovemarkid=135.
52Gobé, M. Emotional branding: The new paradigm for connecting brands to people. New York: Allworth Press, 2009.
53Scott, Andrea Diahann Gay, Relationship advertising: Investigating the strategic appeal of intimacy (disclosure) in services marketing. University of South Florida, 2004.
54Ibid.
55Ibid.
56Miller, Rowland & Perlman, Daniel, Intimate Relationships (5th ed.). McGraw-Hill, 2008.
57Ibid.
58James, W. (1890). “The Principles of Psychology”. http://psychclassics.yorku.ca/James/Principles/prin10.htm.
59Cardillo, M. (August 1998). “Intimate Relationships: Personality Development Through Interaction During Early Life”. http://www.personalityresearch.org/papers/cardillo.html.
60Ibid.
61Ibid.
62Cardillo, M. (1998). Intimate relationships: personality development through interaction during early life. Retrieved: http://www.personalityresearch.org/papers/cardillo.html.
63Sternberg, R. J. (1986) A triangular theory of love. Psychological Review, 93. https://en.wikipedia.org/wiki/Triangular_theory_of_love.
64Ibid.
6565McLeod, S. A., “Erik Erikson—Psychosocial Stages,” Simply Psychology, 2008, http://www.simplypsychology.org/Erik-Erikson.html.
66Ibid.
67Evans, Richard I., Dialogue with Erik Erikson, Harper & Row, New York, 1967, p.48.
68Maintenance of Relationships, 5-Stage George Levinger model, 1980, Integrated SocioPsychology, http://www.integratedsociopsychology.net/Relationship_Maintenance/5-stagemodel-GeorgeLevinger1980.html.
69Levinger, G. (1976), A Social Psychological Perspective on Marital Dissolution. Journal of Social Issues, 32: 21–47. doi:10.1111/j.1540-4560.1976. tb02478.x
70Scott, A. “Relationship advertising: Investigating the strategic appeal of intimacy (disclosure) in services marketing” (2004). Graduate Theses and Dissertations. scholarcommons.usf.edu/etd/124
71Ibid.
72Laurenceau, J. P., “Intimacy as Interpersonal Process: the Importance of Self-Disclosure, Partner Disclosure, and Perceived Partner Responsive in Interpersonal Exchanges,” Researchgate.net https://www.researchgate.net/publication/13685624_Intimacy_as_an_Interpersonal_Process_the_Importance_of_Self-Disclosure_Partner_Disclosure_and_Perceived_Partner_Responsiveness_in_Interpersonal_Exchanges.
73Ibid.
74Scott, A. “Relationship advertising: Investigating the strategic appeal of intimacy (disclosure) in services marketing” (2004). http://scholarcommons.usf.edu/cgi/viewcontent.cgi?article=2240&context=etd.
75Ibid.
76Scott, Andrea Diahann Gay, Relationship advertising: Investigating the strategic appeal of intimacy (disclosure) in services marketing. University of South Florida, 2004.
77Golden, Beverly, “The Four Faces of Intimacy,” Healthy Living, Relationships, February 8, 2012, http://intentblog.com/the-four-faces-of-intimacy/.
78Evans, Richard I., Dialogue with Erik Erikson, New York: Harper & Row, 1967, p. 48.
79Ibid.
80Booker, Christopher. The Seven Basic Plots: Why We Tell Stories. London: Bloomsbury, 2006.
81“Brand Finance Global 500 2016.” Brand Finance. Feb. 2015. Web. Dec. 5, 2016. http://brandfinance.com/images/upload/global_500_2016_for_print.pdf
82Smith, Craig. “Amazing Amazon Facts and Statistics,” DMR Stats/Gadgets, Aug 30, 2016.
83“Reinventing Retail: What Businesses Need to Know for 2015.” Walker Sands Communications. Web. Nov. 18, 2015 http://www.walkersands.com/pdf/2015-future-of-retail.pdf.
84“Financial Statements for Amazon.com, Inc.” Bloomberg Business. Web. Sept. 18, 2015. http://www.bloomberg.com/research/stocks/financials/financials.asp?ticker=AMZN.
85Kelleher, Kevin. “Amazon’s Secret Weapon is Making Money Like Crazy.” Time. Oct. 23, 2015. http://time.com/4084897/amazon-amzn-aws/.
86“Newsroom: Fast Facts.” WholeFoodsMarket.com. Web. Sept. 18, 2015. http://media.wholefoodsmarket.com/fast-facts/.
87Ibid.
88Jim Stengel, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies, New York: Crown Publishing, Dec, 2011.
89Gaille, Brandon, 20 Incredible Starbucks Statistics, Brandon Gaille.com, Nov 15, 2013.
90Huang, Xun (Irene) and Huang, Zhongqiang (Tak), Wyer, Robert S. “Slowing, Down in the Good Old Days: The E ects of Nostalgia on Consumer Patience,” Journal of Consumer Research, Vol. 43, Issue 3, October 1, 2016.
91“LEGO Consumer Insights,” InfoScout.
92“The Brick: Annual Magazine 2010,” LEGO, 2010.
93“Picking Up the Pieces,” The Economist, October 26, 2006.
94Ibid.
95Lindstrom, Martin. “LEGO engineered a remarkable turnaround of its business. How’d that happen?” LinkedIn, March 5, 2016.
96Ibid.
97Lutz, Ashley, “LEGO made 3 changes to become the world’s most powerful toy company,” Business Insider, May 12, 2015.
98Brand Finance, “LEGO overtakes Ferrari as World’s Most Valuable Brand,” 2015.
99About Us, Sephora.com.
100The Pink Report 2015: The Sephora Shopper Beauty Packaging, June 2015.
101Herich. Denis, “What is the Sephora Shopping Seeking?” Global Cosmetic Industry, September 20, 2015.
102Laurenjohnson. “Netflix’s Gilmore Girls Pop-up Coffee Shops Were a Massive Hit on Snapchat.” – Adweek. Adweek, 25 Oct. 2016. Web. 09 July 2017. http://www.adweek.com/digital/netflixs-gilmore-girls-pop-coffee-shops-were-massive-hit-snapchat-174248/
103Ibid.
104Gaskin, Caoimhe. “5 Creative Snapchat Campaigns to Learn From.” Digital Marketing Institute. Digital Marketing Institute, 05 July 2017. Web. 09 July 2017. https://digitalmarketinginstitute.com/blog/2017-5-23-5-snapchat-marketing-campaigns-to-learn-from
105Aguis, Aaron. “The 10 Best Social Media Campaigns of 2016 So Far,” Social Media Today, July 28, 2016.
106“BMW ULTIMATE BENEFITS™.” BMW Ultimate Benefits. N.p., n.d. Web. 09 July 2017. https://www.bmwusa.com/ultimate-benefits.html
107Exclusive Benefits For 2016 BMW 7 Series Owners - BMW North America. N.p., 10 May 2016. Web. 09 July 2017. http://www.bmwusa.com/Standard/Content/Owner/7Series_UltimateBenefits.aspx
108Tent Partners, Top 100 Most Powerful Brands of 2016. https://tenetpartners.com/top100/most-powerful-brands-list.html.
109“Welcome to the Mercedes-Benz Club of America.” MBCA. N.p., 12 Feb. 2016. Web. 09 July 2017. https://www.mbca.org/
about-us
110Ibid.
111Schultz, Jonathan. “Carmakers form partnerships with niche brands to stand out.” New York Times, March 11, 2016, p. 84.
112Michelle Drew, Steve Schmith, Candan Erenguc, Bharath Gangula, “2014 Global Automotive Consumer Study,” Auto News, https://www.autonews.com/assets/PDF/CA92618116.PDF.
113Rifkin, Glenn, “How Harley Davidson Revs Its Brand,” Strategy + Business, Oct 1, 1997, http://www.strategy-business.com/article/12878?gko=aa3
114Nudd, Tim. “Diet Coke Is Retweeting Its Biggest Fans in Suddenly Extravagant Ways” Adweek, September 2, 2015. http://www.adweek.com/adfreak/diet-coke-retweeting-its-biggest-fans-suddenly-extravagant-ways-166687
115Sarah Coppens, Coca-Cola, Share a Coke, The Art of Good Advertising, October 20, 2015 https://theartofgoodadvertising.wordpress.com/2015/10/20/coca-cola-share-a-coke/.
116Barrett, Rick. “Harley-Davidson cracks the millennials’ code with bikes, events” http://www.southbendtribune.com/news/business/harley-davidson-cracks-the-millennials-code-with-bikes-events/article_c9ab3abf-aa9a-58c2-9443-8ced6f39cd21.html.
117Hagerty, James. “Harley-Davidson’s Hurdle: Attracting Young Motorcycle Riders” http://www.wsj.com/articles/can-harley-davidson-spark-a-motorcycle-counterculture-1434706201
118“Top 10 Trusted Brands: What Brands to Male and Female Consumers Trust the Most?” Nielsen, Aug. 31, 2015.
119“Decoding the Female Consumer & Brand Loyalty,” Harbinger Communications, October 9, 2014.
120Apple Inc. (2017). Q4 FY16 Consolidated Financial Statements. Retrieved from http://images.apple.com/newsroom/pdfs/Q4FY16ConsolidatedFinancialStatements.pdf
121Reisinger, D. (2017, March 06). “Here’s How Many iPhones Are Currently Being Used Worldwide.” Forbes. Retrieved from http://fortune.com/2017/03/06/apple-iphone-use-worldwide/
122Weekly, David E., Be Yourself https://byrslf.co/dear-foursquare-c7c441fdf25e#.5a7uejrcx.
123Social Networking Fact Sheet, Pew Research Center, Dec 27, 2013, http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
REFERENCES
Image Sources
1 page 5 (top): UPS logo by Paul Rand
2 page 5 (top): UPS logo by FutureBrand
3 page 5 (bottom): Various UPS rebranded touchpoints
4 page 7 (left): Intel’s corporate brand and ingredient brand
5 page 7 (right): Intel’s new corporate identity
6 page 9: Various rebranding American Airlines touchpoints
7 page 11: Marketing materials, The Palm
8 page 34: NPS Fred Reichheld, Bain & Company, and Satmetrix Systems
9 page 37: Walker’s Loyalty Matrix, Walkerinfo.com
10 page 39: Interbrand’s Brand Valuation Model, Interbrand.com
11 page 50: Maintenance of Relationships, 5 Stage George Levinger model, 1980
12 page 53: Scott, Andrea Diahann Gay, Relationship advertising: Investigating the strategic appeal of intimacy (disclosure) in services marketing. University of South Florida, 2004
13 page 55: Golden, Beverly, The Four Faces of Intimacy, BeverlyGolden.com
14 page 137: Adweek, 2016
15 page 139: Make A Wish
16 page 146: KBS Advertising, Anna Yeager, Art Director, Behance.com
17 page 147: MBCAEF.org
18 page 153 (top): MororcycleUSA.com
19 page 153 (bottom): Adweek, 2015
20 page 185: Ryan Block, Comcastic service disconnection, soundcloud.com/ryan-block-10
21 page 186: DaveCarrolMusic.com
22 page 187: The Daily Banter, 2017
23 page 188: iTunes op out, Apple.com
24 page 189: David E. Weekly, byrslf.co
25 page 243: Mike Sheehan Photography
ACKNOWLEDGEMENTS
We have had the pleasure of working on some of the most significant, interesting and unusual brands in the world. Besides providing exceptional experiences and fulfillment, this also provided us with the opportunity to advance our passion, brand intimacy.
Brand intimacy at its core is about building stronger bonds between your brand’s stakeholders. We often like to say you can’t start to even consider brand intimacy unless you have built these bonds with your employees first —this sounds like maybe the focus of our next book. Until then, our profound thanks to the talented team in MBLM and those we’ve worked with through the decades.
Our partners at MBLM who have built the global business of Brand Intimacy and without whom this book wouldn’t be possible.
John Diefenbach
Claude Salzberger
William Shintani
Jae-yong Hwang
Eduardo Calderon Amy Weick
Sidney Blank
Maria Gabriela Pulido Kristiane Blomqvist
For his tireless design leadership, inspiration and production on the Annual Brand Intimacy Study and also the cover art of this book, layout design, direction and artwork of its contents.
Hui Min Lee
Our thanks to this brain trust that have invested their time, energy and passion to shepherd and advance the Brand Intimacy paradigm with us at different stages along our journey from inception to maturity.
Claude Salzberger
William Shintani
Jae-yong Hwang
Eduardo Calderon Sidney Blank
Demetri Mihalakakos Lyutha Al-Habsy
David Clover
Ziwar Majeed
Diego Kolsky
Steve Santangelo
Carrie Ruby
Thanks to our research partners Praxis Research led by Marcelo Nacht, Jay Allen and Adam Tomanelli. Sincere thanks as well to John Kearon and the team at Brain Juicer (System 1) for their efforts on the early qualitative findings.
To our colleagues that span over 15 plus years with MBLM and FutureBrand
Tess Abraham, Melisa Agúndez, Frank Alcock, Lyutha Al-Habsy, Juan Carlos Arias, Antonio Baglione, Elena Benítez, William Biondi, Kirt Blackwood, Roberto Bolaños, Renan Caguioa, Eduardo Calderón, Rena Capri, Stephanie Carroll, Rafael Carvalho, Allison Cavagnaro, Raymond Chan, Tini Chen, Joshua Choi, David Clover, Chris Connor, Kate Conrad, Emily Cottone, Michael A DaSilva, Anthony DeCosta, Oliver De La Rama, Rodrigo Díez, Larry Drury, Jean Louis Dumeu, Karim Abou El Fetouh, Jennifer Elliott, Thais Fonseca, Keith Foster, Martín García, Jeff Goldenberg, Youcef Haouatis, Kate Harvie, Anthony Herenda, Cheryl Hills, Deyan Iolov, Vera Kasper, Daniel Irizarry, Carol Jensen, Ramel Kabbani, Justin Kaczmar, Christina Kaufman, Mike Kennedy, Henry Kim, Stephanie Kim, Nadia Klein, Greg Kletsel, Ned Klezmer, Olaf Kreitz, Ashwin Kulothungun, Lynne LaCascia, John Lake, Cassandra Lane, Simon Lau, Tom Li, Regina Lomelí, Harka Lopchan, Ángel Lorenzo, Ziwar Majeed, Laverne Mars, Jillian Mascarenhas, Ryan McDonald, Scott McLean, Uzair Mohammad, Nermin Moufti, Johnny Okura, Brendan O’Neill, Tamara Petrovic, Heitor Piffer, Jason Pineres, Mallika Punwani, Frances Quirsfeld, Marco Raab, Marc Rabinowitz, Philip G Rojas, Carrie Ruby, Brendan Ryan, Prasanna Sagayaraj, Samar Samuel, Steve Santangelo, Michael Sheehan, Brian Shu, Elizabeth Sigal, Joshua Slaby, Aquiles Soledad, Juan Soto, Marc Stevenson, Saneesh Sukesan, Melisa Sumalabe, Joshua Swamy, Luke Swamy, Dimitri Theodoropoulos, Jinu Thomas, Mark Thwaites, Avrom Tobias, Andrea Vallarta, Thomas Weick, Jerome Whelan, Michael J Williams, Carol Wolf, Jeremy Yan, Carlson Yu, Joshua Yuzhe Zhao, Rony Zibara.
With profound thanks to our families and friends
Rina: To my biggest inspiration Larry Plapler, the best brander and adman in the business, Hadasa Plapler, Amelia Plapler, Dina Plapler, Earl McMahon, David McMahon, Steven McMahon, Benjamin Katz, Jackson Katz, Fran Gormley, Nigel Carr, Ann Swallow, Julie Fotos, Robert Condon, Ellen DeRiso and Jacky Grossman.
Mario: To my intimate brands: Laura Monardo, Isabella Natarelli, Olivia Natarelli, Vittoria Natarelli, Gentile Natarelli, Anna Provenzano, Cathie Evans, Fausto Natarelli, Lou Natarelli, Lucia Monardo, Egidio Monardo, Guspare Provenzano, John Evans, Luisa Natarelli, Joanne Natarelli, Anna Rossetti, John Rossetti, Carmen Lago, George Lag
o, Gabriel D’Andrea, Anna D’Andrea, Francesco Provenzano, Matthew Rossetti, Christina Natarelli, Joe Evans, Vittoria Natarelli, Sarah Rossetti, Jim Evans, Grace Natarelli, Rose Natarelli, Elisa Natarelli, Steve Evans, Mark Lago, Alex Lago, Leo D’Andrea, Lucio Zoppi and Family.
To our clients and business partners who have inspired us the most
Atif Abdulmalik, HE Mommad Alabbar, Wahid Attalla, Rashid Al Malik, Marwan Al Serkhal, Khalid Al Zarooni, Jonathan Bell, Kati Bergou, HE Sultan bin Sulayem, Tammy Burke, Paige Costigan, Juan Pablo De Valle, Danah Ditzig, Bill Hays, Jeff Hirsch, Simon Horgan, David Jackson, Elaine Jones, Peter Krauss, Suzanne Lavin, Jazia Mohammed, Hamza Mustafa, Andrea Prochniak, Richard Rubenstein, Saeed Ahmed Saeed, David Spencer, Paul Taubman.
Mario Natarelli
Mario is the Managing Partner at MBLM in New York and an established marketing leader to executives and their companies. Over the past 20 years, Mario has helped companies of every size and type, working across the globe to transform, align and manage their brands to deliver growth and value. Prior to MBLM, Mario was the CEO of FutureBrand North America and Middle East and was the co-founder of HyperMedia. Mario is a graduate architect with a degree from the University of Toronto.
Rina Plapler
Rina is a Partner at MBLM and has built brands for over 20 years. She leads strategy at MBLM in New York and has held executive positions at FutureBrand and Gormley & Partners. Rina has worked with B2B, B2C and B2G companies and has extensive strategy experience across a variety of industries including financial services, tourism, health care, technology and telecommunications. She was the creator of FutureBrand’s Country Brand Index and MBLM’s Brand Intimacy Study. Rina has degrees from McGill and Harvard Universities.
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