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January 7, 2014

The Story of
Attachment
Making tech brands more a
part of consumer identity
presented at
International CES
#BrandDependence
@TheBrandStudio
The Story of Attachment

Why I wrote Brand Real:

Too much emphasis
on brand identity;
Not enough emphasis
on brand behavior.
@lvincent

2
The Story of Attachment

Positions vs. Promises

Position

Promise

Claims

Behavior

EXPERIENCES
EXPECTATIONS
Consumer

@lvincent

Brand

3
Brand Equity

@lvincent

=

Experiences
Expectations

4
The Story of Attachment

Conventional wisdom

Awareness

@lvincent

Consideration

Purchase

Preference

5
The Story of Attachment

What it does not address…
Brand value to employees
Brand value to business partners
Brand value to investors

6
The Story of Attachment

The truth

Sales is usually a
lagging indicator
of brand health.

@lvincent

7
A BRAND
IS A BLAST
FURNACE
Insight One

@lvincent

8
Shifting Focus

We need to look
closer at relationships
with brands

9
The Story of Attachment

Relationships

Attraction

@lvincent

10
Cool Factor
Buzz

LIKEABILITY

Tweetable
DESIRED
The Story of Attachment

Relationships

Infatuation

@lvincent

12
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
The Story of Attachment

Relationships

Commitment

@lvincent

14
Loyalty
Stickiness

PREFERENCE

Investment

HABITUAL
The Story of Attachment

Relationships

Identity

@lvincent

16
The Story of Attachment

Connecting beliefs and brands
BELIEF
SYSTEM

BRAND
CULTURE

BRAND NARRATIVE CYCLE

BRAND
AGENTS

NARRATIVE

@lvincent

17
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
The Story of Attachment

Psychological underpinnings

Self
Actualization
Ego
Social
Security
Physical
@lvincent

19
The Story of Attachment

Relationships

Identification

@lvincent

20
The Story of Attachment

NIKE’S PROMISE

To bring inspiration and innovation
to every athlete in the world.

@lvincent

21
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.
@lvincent

23
24
@lvincent

25
@lvincent

26
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
@lvincent
Brand Aversion

@lvincent

Brand Attachment
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
The Story of Attachment

Overall, low attachment
AVERSION

ATTACHMENT

-100

+100
Mean score for corporate
tech brands studied:

@lvincent

+15

31
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
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
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
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
Question One

Why isn’t Apple’s
Brand Dependence
score higher?

@lvincent

36
37
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
The Story of Attachment

A brand for cultural creatives

@lvincent
Question Two

Why isn’t Microsoft’s
Brand Dependence
score lower?

@lvincent

40
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
IMPACT

INTENSITY

IMPACT

INTENSITY

Windows

Windows

Android

Android

+22

+21

+16

+22

@lvincent

42
The Story of Attachment

On the horizon

Brands to Watch

@lvincent

43
IMPACT

INTENSITY

Pebble

Pebble

+2

+27

@lvincent

44
IMPACT

INTENSITY

Kindle

Kindle

+18

+24

@lvincent

45
IMPACT

INTENSITY

Asus

Asus

+7

+18

@lvincent

46
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
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
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
@lvincent

50

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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.
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  • 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
  • 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