Passion brands don’t build community. They build cults, counter-cultures and crusades. The bar has been raised on customer satisfaction. Leading brands attain passionate fans who co-create the brand with online ratings, social media posting and irrational user-generated promotion. Beyond Net Promoter Scores and tracking consumers “likely to recommend,” the future will be built by companies who attain emotional brand equity. Our findings show this phenomenon does not happen by accident, and yet it’s not beyond the control of a good brand management team. New research findings and emotionally intelligent technology provide insight to quantify and optimize passionate brand relationships. KEY FINDINGS: 1. Purpose-driven branding drives the highest level of brand engagement: Brand love. 2. Brand love progresses in three achievable stages. 3. Brand communities are built on “why” rather than “what” a brand does to exist.

1. MASTER
CLASS
Daniel Cobb
CEO
DANIEL BRIAN ADVERTISING (DBA)
3 Stages of a Passion
Brand and How Purpose-
Driven Marketers Win
DETROIT, MI ~ JUNE 6 - 7, 2022
DIGIMARCONGREATLAKES.COM | #DigiMarConGreatLakes

2. © 2020 DBA
3
IRRATIONAL
ADVOCACY
©
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THE ABSURD SCIENCE OF BRAND LOVE

3. WILL CUSTOMERS
CAMP OUT FOR YOUR
PRODUCT LAUNCH?
4
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4. WILL FANS FLY
YOUR COLORS?

5. …
WHAT CAUSES
IRRATIONAL
ADVOCACY?
6
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6. …
WHAT CAUSES
IRRATIONAL
ADVOCACY?
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7. …
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RAVING FANS
DON’T START BY
DRESSING LIKE A COW

8. IRRATIONAL
CONSUMER
BEHAVIOR
STARTS WITH
IRRATIONAL
BUSINESS
BEHAVIOR
…
9
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PASSION BRANDS
DON’T BUILD
COMMUNITY.
THEY BUILD CULTS,
COUNTER-CULTURES
& CRUSADES.

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“THE MOST SUCCESSFUL CULT BRANDS CREATE
A SORT OF FLYWHEEL EFFECT, WHEREIN
CUSTOMER EVANGELISM ESSENTIALLY
CO-OPTS – OR ENTIRELY REPLACES –
TRADITIONAL SALES AND MARKETING.”
– Bloomberg BusinessWeek

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BLACK WAVE SURFERS RIDE
THE WAVE. THEY DON’T
CREATE IT OR CONTROL IT.
Brand movements are
powered by purpose
12

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INDEX
TM
According to 39,000 consumers tested by Forbes, “if you know where emotional engagement is in your category, you’ll not only know how consumers
will behave, but most importantly, you’ll know what will get them to behave more positively toward your brand versus your competitors.”
– Forbes Customer Loyalty Engagement Index (CLEI), 2013
IRRATIONAL
ADVOCACY

13. APPLE
NIKE
AMAZON
LEVI
S HUMAN
E
SOCIET
Y
KOHL
S
CHEV
Y
FORD
ADIDA
S
SAMSUN
G
COKE
GOOGLE
PEPSI
MEIJER
MICROSOFT
ST. JUDE
DISNEY
KOHLS
HUMANE SOCIETY
WALMART
STARBUCKS
LEVIS
NETFLIX
PASSION BRANDS 2020SM
© Daniel Brian Advertising, Traverse Bay Strategy Group, 2019 Irrational Advocacy IndexSM
“…Would travel farther, wait longer, or tell others about its benefits and
quality”

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HIGHEST
RANKED TECH
BRAND
15
IRRATIONAL
ADVOCACY RANK
Source: Daniel Brian Advertising with
Traverse Bay Strategy Group, 2020

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2ND HIGHEST
RANKED TECH
BRAND
16
IRRATIONAL
ADVOCACY RANK
Source: Daniel Brian Advertising with
Traverse Bay Strategy Group, 2020

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HIGHEST
RANKED SHOE
BRAND
17
IRRATIONAL
ADVOCACY RANK
Source: Daniel Brian Advertising with
Traverse Bay Strategy Group, 2020

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2ND HIGHEST
RANKED SHOE
BRAND
18
IRRATIONAL
ADVOCACY RANK
Source: Daniel Brian Advertising with
Traverse Bay Strategy Group, 2020

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HIGHEST RANKED
MORTGAGE BRAND
20
BRAND INTIMACY
RANK
Source: DBA Compendium study, MBLM with Praxis Research Partners, 2020

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2ND HIGHEST
RANKED
MORTGAGE BRAND
21
BRAND INTIMACY
RANK
Source: DBA Compendium study, MBLM with Praxis Research Partners, 2020

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AVG. INTIMACY BY INDUSTRY
22 Source: MBLM with Praxis Research Partners, 2020

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THREE
STEPS TO
IRRATIONAL
ADVOCACY

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PRIMAL
ATTRACTION

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“ALL MENTAL EVENTS, EMOTIONAL AND
OTHERWISE, ARE GENERATED AS
PREDICTIONS, NOT REACTIONS.
ANTICIPATING NEEDS… AND
ATTEMPTING TO MEET THOSE NEEDS
BEFORE THEY ARISE. THIS PROCESS IS
CALLED “ALLOSTASIS.”
– Hoemann, Gendron, Barrett
NIH.gov, Army Research Institute
for the Behavior and Social Sciences

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Moral intuition is makes snap judgements based on past experiences
EMOTIONS ARE
PREDICTIVE
ANALYTICS
THE BRAIN USES 60-80 PERCENT OF ITS ENERGY ON PREDICTION. Emotions act like a moral compass.
https://www.sciencefocus.com
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC566937
7/

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S
27

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BRAND ENERGY: CONSUMER DECISION-MAKING
28
SOURCE: Forrester Research, Emotions Fuel Your Brand Energy by Dipanjan Chatterjee, James L. McQuivey, and Juan Salazar November 19, 2018 – “For noncustomers, emotion accounts for roughly three-quarters of brand connection.”
Based on a Forrester Research study of 4,436 US online adults
Kantar Millward Brown: “‘More Complex’ campaigns (most of which combine rational with emotional elements) have the same ‘Effectiveness Success Rate’ as purely emotional campaigns.” – Marketing in the Era of Accountability study of IPA Effectiveness Awards.
PARTLY
ANALYTICAL
MOSTLY
EMOTIONAL
Emotion drives:
– Advocacy
– Preference
– Willingness to pay a premium
– Intent

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BEYOND BINARY STUDY
29
No Impact
Impact

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THE CONSUMER BRAIN
30
Competency
BENEFITS VALUES VISION
FEATURE
S
TRUS
T
(preference/advocacy)
ANALYTICAL30% 70%
Character
EMOTIONAL
SOURCE: The Engagement Matrix, 2019, DBA Consulting
Board certified for 20 years, accepts most insurance Has a vision to cure Covid-19 for every patient

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HIGH
INFLUENCE
LOW
INFLUENCE
Others-centered strategies for influence
Self-centered strategies for influence
HOPE/TRUST
Anticipation of pleasure
WORRY/FEA
R Anticipation of pain
CONFIDENCE
Freedom from moral distress
MORAL
DISTRESS
Punish self with guilt
SOURCE: 8 Dimensions of Brand
Advocacy: The Engagement Matrix,
Daniel Brian Cobb, 2019
ENGAGEMENT
MATRIX

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32
ENGAGEMENT
MATRIX
RELATIONSHIP TYPES
SOURCE: 8 Dimensions of Brand
Advocacy: The Engagement Matrix,
Daniel Brian Cobb, 2019
* NRC Relationships were used with the following
additions: Celebrated Innovator, Esteemed Hero

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33
ENGAGEMENT
MATRIX
24 EMOTIONS
SOURCE: 8 Dimensions of Brand
Advocacy: The Engagement Matrix,
Daniel Brian Cobb, 2019
* NRC Relationships were used with the following
additions: Celebrated Innovator, Esteemed Hero

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34
64%
72%
75%
65%
Would travel farther, wait longer, or tell
others about its benefits and quality
89%
EMOTIONAL
ENGAGEMENT
Most Loved
Source: DBA, Traverse Bay, 2020
 I’m an
mPerk
FANATIC
LOVE

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“MARKETING
IS ABOUT
VALUES”
– Steve Jobs
35

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“GREATER
HAPPINESS
COMES WITH
SIMPLICITY
THAN WITH
COMPLEXITY”
– Buddha
36
Prayascittika, 41: A healthy bhiks- huni may take a bath once every half month.

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A CULT OF DESIGN
37
APPLE VALUES: We believe that we’re on the face of the Earth to make great products
…with simple design, ownership and a significant contribution

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SIMPLE = PURE BEAUTY = GOOD
38

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“THERE IS ONE
WORD WHICH
MAY SERVE A
RULE OF
PRACTICE FOR
ALL ONE’S LIFE
…RECIPROCITY.
”
– Confucius
39
Prayascittika, 41: A healthy bhiks- huni may take a bath once every half month.

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40
“The best example of all and
one of the greatest jobs of
marketing the universe has ever
seen is Nike. Remember, Nike
sells a commodity. They sell
shoes. And yet, when you think
of Nike. You feel something
different than a shoe company.
In their ads, as you know, they
don’t ever talk about their
products. They don’t ever tell
you about their air soles or why
they are better than Reebok’s
air soles. What does Nike do in
their advertising? They honor
great athletes and they honor
great athletics. That’s who they
are. That’s what they are
about.”

39. Most mimicked commercial of the year

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43
CULT LEADERS
DON’T PASS THEIR
OWN PLATE

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CULTS HAVE SACRAMENTS
44

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48

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MEMBERSHIP
CONTRIBUTION

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CO-IDENTITY BEGINS WITH
SHARED “ISMS,” ADORNING
SYMBOLS, GESTURES OF LOVE,
CEREMONY, CONGREGATIONS,
COUNTER-CULTURES AND RITUALS

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ADORNING
SYMBOLS
51

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ADORNING
SYMBOLS
52

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CEREMONY
HARLEY HOGS
53

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54
CONGREGATIO
N
HARLEY HOGS

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55
WHY
BRANDING?

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INTIMACY DECLINE
56 Source: MBLM with Praxis Research Partners, 2020

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BRAND
MAINTENANCE
If you only mow when people are coming over…
57

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58
IRRATIONAL
ADVOCACY

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59
ACHIEVING UNITY WITH WELL ARTICULATED
VALUES AND VISION, THE COMMUNITY COMES
TO “RESONANCE” FOR THE CAUSE. FINALLY
COMPELLED TO BELIEVE THE INTEREST OF
THE GROUP IS FUSED WITH SELF INTEREST,
MEMBERS TRANSCEND THEIR NEEDS AND
BECOME MORALLY OBLIGATED AS CO-
CREATORS OF THE MOVEMENT.

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60
CAN A BRAND
INSPIRE A
CRUSADE?

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TITLE TEXT
Body Level One
‣ Body Level Two
๏ Body Level Three
Body Level Four
Body Level Five
61
Abraham Maslow’s Hierarchy of Needs
THE MASLOW
EFFECT OF A
CRUSADE
PHYSICAL NEEDS
BELONGING NEEDS
EGO NEEDS
SELF-
ACTUALIZATION
VALUES
SELF
GREATER
THAN

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TITLE TEXT
Body Level One
‣ Body Level Two
๏ Body Level Three
Body Level Four
Body Level Five
62
Abraham Maslow’s Hierarchy of Needs
PHYSICAL NEEDS
BELONGING NEEDS
EGO NEEDS
SELFLESS
PURPOSE
VALUES
SELF
GREATER
THAN

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64
SELFLESS
PURPOSE

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GESTURES
OF LOVE
65

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66
CONGREGATIO
NS & RITUALS

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SELFLESS TRANSCENDENCE,
RESONANCE, FUSION, ETC.
JEEP JAMBOREE
67
= LOVE

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CO-CREATION
68
We are all hard-wired to be passionate about what we create

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We are all hard-wired to be passionate about what we create
CO-CREATION
BAKES IN
LOVE

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70
NFT OBSESSION:
IS IT A TREND
OR A FAD?

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71

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PET ROCK 2022
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73

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$500K PET ROCK
74

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COLLECTOR COMMUNITIES
75

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COLLECTOR AUTHENTICATION
78

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80

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81
VITALIK BUTERIN
CO-FOUNDED ETHEREUM AT 19
NET WORTH ESTIMATED AT $15B

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82

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COMPANIES REPLACING COUNTRIES
84

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PRIMAL ATTRACTION
85
MEMBERSHIP
CONTRIBUTION
IRRATIONAL
ADVOCACY
PRIMAL
ATTRACTION

82. © 2020 DBA
86
IRRATIONAL
ADVOCACY
©
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THE ABSURD SCIENCE OF BRAND LOVE