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January 7, 2014

The Story of
Attachment
Making tech brands more a
part of consumer identity
presented at
International CE...
The Story of Attachment

Why I wrote Brand Real:

Too much emphasis
on brand identity;
Not enough emphasis
on brand behavi...
The Story of Attachment

Positions vs. Promises

Position

Promise

Claims

Behavior

EXPERIENCES
EXPECTATIONS
Consumer

@...
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 t...
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...
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

...
71% of US consumers agree:

“I make it a point to buy
brands from companies
whose values are similar
to my own.”
— Young &...
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
R...
@lvincent

23
24
@lvincent

25
@lvincent

26
The Story of Attachment

Attachment and brand value
Awareness

Familiarity

Credibility

Favorability

High frequency

Att...
@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, 201...
The Story of Attachment

Overall, low attachment
AVERSION

ATTACHMENT

-100

+100
Mean score for corporate
tech brands stu...
The Story of Attachment

Two Brand Dependence scores
INTENSITY

All things being equal, measures
the relative attachment t...
The Story of Attachment

Brand Dependence™
Selected technology brands ranked by Intensity
1

2

3

4

5

Samsung

Microsof...
The Story of Attachment

Brand Dependence™
Selected technology brands ranked by Impact
1

2

3

4

5

Microsoft

Google

S...
The Story of Attachment

Range of dependence scores
AVERSION

ATTACHMENT

-18

Apple

18
19

-12

Google
-16

Dell

54
51
...
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
Micros...
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
like...
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
...
The Story of Attachment

Drivers of top 5 brands
8%
Samsung

2%

Enablement
Enticement
Enrichment

-10%
3%
Microsoft

3%
-...
The Story of Attachment

Implications
Brand Dependence has a big influence on many
behaviors related to brands
Brand Depen...
@lvincent

50
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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.

Published in: Business, Technology
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The Story of Brand Attachment and Technology

  1. 1. January 7, 2014 The Story of Attachment Making tech brands more a part of consumer identity presented at International CES #BrandDependence @TheBrandStudio
  2. 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. 3. The Story of Attachment Positions vs. Promises Position Promise Claims Behavior EXPERIENCES EXPECTATIONS Consumer @lvincent Brand 3
  4. 4. Brand Equity @lvincent = Experiences Expectations 4
  5. 5. The Story of Attachment Conventional wisdom Awareness @lvincent Consideration Purchase Preference 5
  6. 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. 7. The Story of Attachment The truth Sales is usually a lagging indicator of brand health. @lvincent 7
  8. 8. A BRAND IS A BLAST FURNACE Insight One @lvincent 8
  9. 9. Shifting Focus We need to look closer at relationships with brands 9
  10. 10. The Story of Attachment Relationships Attraction @lvincent 10
  11. 11. Cool Factor Buzz LIKEABILITY Tweetable DESIRED
  12. 12. The Story of Attachment Relationships Infatuation @lvincent 12
  13. 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. 14. The Story of Attachment Relationships Commitment @lvincent 14
  15. 15. Loyalty Stickiness PREFERENCE Investment HABITUAL
  16. 16. The Story of Attachment Relationships Identity @lvincent 16
  17. 17. The Story of Attachment Connecting beliefs and brands BELIEF SYSTEM BRAND CULTURE BRAND NARRATIVE CYCLE BRAND AGENTS NARRATIVE @lvincent 17
  18. 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. 19. The Story of Attachment Psychological underpinnings Self Actualization Ego Social Security Physical @lvincent 19
  20. 20. The Story of Attachment Relationships Identification @lvincent 20
  21. 21. The Story of Attachment NIKE’S PROMISE To bring inspiration and innovation to every athlete in the world. @lvincent 21
  22. 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. 23. @lvincent 23
  24. 24. 24
  25. 25. @lvincent 25
  26. 26. @lvincent 26
  27. 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
  28. 28. @lvincent
  29. 29. Brand Aversion @lvincent Brand Attachment
  30. 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. 31. The Story of Attachment Overall, low attachment AVERSION ATTACHMENT -100 +100 Mean score for corporate tech brands studied: @lvincent +15 31
  32. 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. 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. 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. 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. 36. Question One Why isn’t Apple’s Brand Dependence score higher? @lvincent 36
  37. 37. 37
  38. 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. 39. The Story of Attachment A brand for cultural creatives @lvincent
  40. 40. Question Two Why isn’t Microsoft’s Brand Dependence score lower? @lvincent 40
  41. 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
  42. 42. IMPACT INTENSITY IMPACT INTENSITY Windows Windows Android Android +22 +21 +16 +22 @lvincent 42
  43. 43. The Story of Attachment On the horizon Brands to Watch @lvincent 43
  44. 44. IMPACT INTENSITY Pebble Pebble +2 +27 @lvincent 44
  45. 45. IMPACT INTENSITY Kindle Kindle +18 +24 @lvincent 45
  46. 46. IMPACT INTENSITY Asus Asus +7 +18 @lvincent 46
  47. 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. 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. 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. 50. @lvincent 50

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