SlideShare a Scribd company logo
March 7, 2014

Followers

Attached
Why their brand story matters 

as much as your brand story.
presented at

South by Southwest

@lvincent
#brandattch
@lvincent
#brandattch

2
@lvincent

#brandattch

3
4
@lvincent

#brandattch

5
UTA Brand Studio

Quote

If you’ve got them by the
balls their hearts and
minds will follow.
John Wayne

@lvincent

#brandattch

6
@lvincent

#brandattch

7
@lvincent

#brandattch

8
Adele Dazeem
@lvincent

#brandattch

9
UTA Brand Studio

Quote

Follow that will and that
way which experience
confirms to be your own.
Carl Jung

@lvincent

#brandattch

10
@lvincent

#brandattch

11
@lvincent

#brandattch

12
@lvincent

#brandattch

13
UTA Brand Studio

Brand-complicit
Brand collage found in 

Colton Harris-Moore’s home

@lvincent

#brandattch

14
@lvincent

#brandattch

15
Insight

Brands can serve 

as a form of 

self-expression

@lvincent

#brandattch

16
Brand benefits

Functional
Emotional
Self-expressive
@lvincent

#brandattch

17
@lvincent

#brandattch

18
@lvincent

#brandattch

19
@lvincent

#brandattch

20
Insight

Liking a brand is not
the same as feeling
a brand is like you.

@lvincent

#brandattch

21
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

#brandattch

22
UTA Brand Studio

Connecting beliefs and brands
VALUES

BRAND 

CULTURE

B R A N D N A R R AT I V E C YC L E

BRAND 

AGENTS

NARRATIVE

@lvincent

#brandattch

23
UTA Brand Studio

Brand Attachment

Deborah MacInnis and C. Whan Park

@lvincent

#brandattch

24
UTA Brand Studio

Brand Attachment

Connected

ATTACHED BRAND

When I
think
about it
Ignored Brand

Unconnected

SIGNS OF ATTACHMENT

Brand-Self Connection


Respected
Brand

A lot
like me
Brand for Others

I never
think
about it

Not 

for me
Prominent

Easily forgotten

@lvincent

A LOT LIKE ME

#brandattch

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.
UTA Brand Studio

Two questions to ask
The Identity Question
What about my brand connects with 

my target audience’s identity?
The Experience Question
How can I create experiences that consistently
summon identity-relevant thoughts and feelings
about my brand.

@lvincent

#brandattch

26
UTA Brand Studio

Brand experience
Sensations, feelings
and thoughts that
are evoked by a
brand’s design and
identity, packaging,
communications,
and environments.
Journal of Marketing, 2009

@lvincent

#brandattch

27
UTA Brand Studio

Brand Experience

Designed for
attachment

@lvincent

#brandattch

28
@lvincent

#brandattch

29
@lvincent

#brandattch

30
@lvincent

#brandattch

31
@lvincent

#brandattch

32
@lvincent

#brandattch

33
™
Brand Dependence

@lvincent

#brandattch

34
UTA Brand Studio

Social Media Brand Dependence
2,006 US consumers 18+
15 social media brands
Field work in February, 2014
Statistically representative of the
general US adult population
Respondent only evaluated
brands they currently use

@lvincent

#brandattch

35
UTA Brand Studio

Social Media brands studied
Facebook

Snapchat

Flickr

Tumblr

Foursquare

Twitter

Google+

Vimeo

Instagram

Vine

LinkedIn

Yelp

Pinterest

YouTube

reddit

@lvincent

#brandattch

36
UTA Brand Studio

One Metric; Two Scores
IMPACT

INTENSITY

Measures brand attachment
amongst current users of
the brand.

@lvincent

#brandattch

Weighted brand attachment score
to reflect percentage of population
sampled that are current users of
the brand.

37
UTA Brand Studio

Brand Dependence™
Selected social media brands ranked by Intensity
1

2

3

4/5

6/7

Facebook

Instagram

YouTube

Pinterest
reddit

43

42

39

38

8

9

10/11

Foursquare

Vine

Google+
Twitter

36

35

33

12/13

Tumblr
Snapchat

37
14

Flickr
Vimeo

LinkedIn

32

31

n=2,006 US adults 18+; each brand evaluated by current users
Survey conducted February 24-28, 2014

@lvincent

#brandattch

38
UTA Brand Studio

Brand Dependence™
Selected social media brands ranked by Impact
1

2

3

4

5

Facebook

YouTube

Pinterest

Twitter

Instagram

40

34

20

19

19

91% usage

88% usage

52% usage

59% usage

43% usage

6

7

8

9

10

Google+

LinkedIn

Yelp

Tumblr

Snapchat

17

13

10

9

8

52% usage

41% usage

32% usage

24% usage

22% usage

n=2,006 US adults 18+; each brand evaluated by current users
Survey conducted February 24-28, 2014

@lvincent

#brandattch

39
UTA Brand Studio

6

Brand Dependence™
Facebook

B

Instagram

D
C

Pinterest
YouTube

E

BRAND-SELF CONNECTION

A

reddit

G
F
H

Snapchat
Tumblr
Foursquare

I

Vine

L
J
K
N
O
M

Flickr
Google+
LinkedIn
Yelp
Vimeo

4

@lvincent

#brandattch

40
UTA Brand Studio

Brand Dependence™
6

A
B

A
B

D
C

C
D

E
F

E

G
H

F
G

BRAND-SELF CONNECTION

I
J

H

L

I

N K
O
M

J
K
L
M
N
O

4

10

6
0

PROMINENCE
@lvincent

Facebook (43)
Instagram (42)
YouTube (39)
Pinterest (38)
reddit (38)
Tumblr (37)
Snapchat (37)
Foursquare (36)
Vine (35)
Google+ (33)
Twitter (33)
Flickr (32)
Vimeo (32)
LinkedIn (31)
Yelp (30)

#brandattch

10

41
@lvincent

#brandattch

42
UTA Brand Studio

Range of dependence scores
ATTACHMENT
Facebook

11

Instagram

10

Tumblr

68

37
33

64
38

8

69

35

5
2

65
61

32

reddit

9

36

Flickr

3

LinkedIn

3

31

Yelp

3

30

#brandattch

68

38

7

Foursquare

Positions may vary slightly
due to rounding

65

6
2

Ranked by variability

71

33

Vine

@lvincent

69

39

2

Pinterest

Vimeo

75

37
7

Snapchat
Twitter

76

42

5

YouTube
Google+

43

65

32

62
59
58

43
UTA Brand Studio

The gender difference
YouTube 43
Snapchat 42
reddit 40
Vine 40
Instagram 39

(+4)
(+5)
(+2)
(+5)
(-3)
!

Twitter 36
Facebook 36
Yelp 36
Tumblr 36
Vimeo 36
LinkedIn 35
Foursquare 35
Google+ 34
Flickr 34
Pinterest 30
@lvincent

#brandattch

!

(+3)
(-7)
(+6)
(-1)
(+4)
(+4)
(+1)
(+1)
(+2)
(-8)

47
44
40
37
37
!

36
36
34
33
32
31
31
29
28
28

(+4)
(+2)
(+2)
(—)
(+1)
!

(-2)
(-3)
(-3)
(—)
(-3)
(-1)
(-2)
(-2)
(-4)
(-2)

Facebook
Instagram
Pinterest
Tumblr
Foursquare
!

reddit
YouTube
Snapchat
Google+
Vine
Flickr
Twitter
LinkedIn
Vimeo
Yelp
44
UTA Brand Studio

Age differences
Under

25

52 (+10) Instagram
51 (+8) Facebook
46 (+8) Pinterest
46 (+7) YouTube
44 (+7) Tumblr
!

45
42
39
38
38

!

41 (+8)
40 (+2)
37 (—)
33 (-2)
32 (+1)
31 (-2)
30 (-2)
27 (-3)
25 (-7)
24 (-12)
@lvincent

25
44

Twitter
reddit
Snapchat
Vine
LinkedIn
Google+
Flickr
Yelp
Vimeo
Foursquare

#brandattch

(+2)
(—)
(+1)
(+1)
(+5)
!

38
37
37
36
35
35
33
31
31
29

(-1)
(-2)
(+1)
(+1)
(-2)
(+3)
(+1)
(—)
(-2)
(-1)

Facebook
Instagram
Pinterest
Snapchat
Google+
!

reddit
YouTube
Foursquare
Vine
Tumblr
Flickr
Vimeo
LinkedIn
Twitter
Yelp

45
+Over

42
39
38
37
35

(-1)
(—)
(+2)
(-1)
(-7)
!

35 (-3)
34 (+4)
32 (-5)
31 (-2)
31 (-1)
30 (-1)
30 (-5)
29 (-4)
29 (-8)
26 (-6)

Facebook
YouTube
Foursquare
reddit
Instagram
!

Pinterest
Yelp
Snapchat
Twitter
Vimeo
LinkedIn
Vine
Google+
Tumblr
Flickr
45
UTA Brand Studio

Income differences
44
43
40
38
37

Under

$50K

!

!

35
35
33
33
33
31
31
30
30
30
@lvincent

(+1)
(+1)
(+1)
(—)
(-1)
(-2)
(-2)
(+1)
(-2)
(—)
(-5)
(-1)
(—)
(-1)
(-2)

Facebook
Instagram
YouTube
Pinterest
reddit
!

Tumblr
Snapchat
Google+
Vine
Twitter
Foursquare
Flickr
Yelp
LinkedIn
Vimeo

#brandattch

$50K
+ Over

43 (+7)
42 (-1)
41 (-1)
40 (+3)
40 (+2)
!

40 (+3)
38 (+3)
38 (—)
36 (-3)
35 (+3)
34 (+2)
34 (+1)
33 (—)
32 (+1)
31 (+1)

Foursquare
Facebook
Instagram
Tumblr
reddit
!

Snapchat
Vine
Pinterest
YouTube
Flickr
Vimeo
Google+
Twitter
LinkedIn
Yelp
46
Question

Why didn’t Twitter
have a higher score?

@lvincent

#brandattch

47
@lvincent

#brandattch

48
UTA Brand Studio

In good company
Budweiser

39

Coca-Cola

36

Twitter 33
Corona
Pepsi

#brandattch

31

Chevrolet

@lvincent

32

28

49
UTA Brand Studio

Comparison data

Brand

Dependence
Likability

33
6.6
o ut of 10

NPS
@lvincent

#brandattch

-8%
50
UTA Brand Studio

Twitter
4.97 billion searches for
phrase “I don’t get Twitter”
Only 16% of US adult
population uses

@lvincent

#brandattch

51
UTA Brand Studio

Brands to watch
INTENSITY

Vine
@lvincent

#brandattch

reddit

38

6
IMPACT

Snapchat

Snapchat

37

8

INTENSITY

Snapchat

reddit

INTENSITY

reddit

IMPACT

IMPACT

Vine

Vine

35

7
52
UTA Brand Studio

Brands we use to curate our identity

43

38

@lvincent

#brandattch

42

39

37

53
UTA Brand Studio

How to create dependence
Stand for a worldview.
Ask: how to be indispensable?
Create strong thoughts, feelings and behaviors
through compelling brand experiences.
Think beyond features and functionality. What will
make your brand a surrogate for your consumer?
Focus on the early majority.

54
UTA Brand Studio

Where to find more
utabrandstudio.com
@lvincent
@thebrandstudio

slideshare.net/lmvincent

brandrealbook.com

55
IMPACT

INTENSITY

Pebble

Pebble

+2

+27

@lvincent

#brandattch

http://bit.ly/ruattached

56
@lvincent

#brandattch

57

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Followers Attached | 2014 SXSW Presentation on Social Media Brand Dependence

  • 1. March 7, 2014 Followers
 Attached Why their brand story matters 
 as much as your brand story. presented at
 South by Southwest @lvincent #brandattch
  • 4. 4
  • 6. UTA Brand Studio Quote If you’ve got them by the balls their hearts and minds will follow. John Wayne @lvincent #brandattch 6
  • 10. UTA Brand Studio Quote Follow that will and that way which experience confirms to be your own. Carl Jung @lvincent #brandattch 10
  • 14. UTA Brand Studio Brand-complicit Brand collage found in 
 Colton Harris-Moore’s home @lvincent #brandattch 14
  • 16. Insight Brands can serve 
 as a form of 
 self-expression @lvincent #brandattch 16
  • 21. Insight Liking a brand is not the same as feeling a brand is like you. @lvincent #brandattch 21
  • 22. 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 #brandattch 22
  • 23. UTA Brand Studio Connecting beliefs and brands VALUES BRAND 
 CULTURE B R A N D N A R R AT I V E C YC L E BRAND 
 AGENTS NARRATIVE @lvincent #brandattch 23
  • 24. UTA Brand Studio Brand Attachment Deborah MacInnis and C. Whan Park @lvincent #brandattch 24
  • 25. UTA Brand Studio Brand Attachment Connected ATTACHED BRAND When I think about it Ignored Brand Unconnected SIGNS OF ATTACHMENT Brand-Self Connection
 Respected Brand A lot like me Brand for Others I never think about it Not 
 for me Prominent Easily forgotten @lvincent A LOT LIKE ME #brandattch 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.
  • 26. UTA Brand Studio Two questions to ask The Identity Question What about my brand connects with 
 my target audience’s identity? The Experience Question How can I create experiences that consistently summon identity-relevant thoughts and feelings about my brand. @lvincent #brandattch 26
  • 27. UTA Brand Studio Brand experience Sensations, feelings and thoughts that are evoked by a brand’s design and identity, packaging, communications, and environments. Journal of Marketing, 2009 @lvincent #brandattch 27
  • 28. UTA Brand Studio Brand Experience Designed for attachment @lvincent #brandattch 28
  • 35. UTA Brand Studio Social Media Brand Dependence 2,006 US consumers 18+ 15 social media brands Field work in February, 2014 Statistically representative of the general US adult population Respondent only evaluated brands they currently use @lvincent #brandattch 35
  • 36. UTA Brand Studio Social Media brands studied Facebook Snapchat Flickr Tumblr Foursquare Twitter Google+ Vimeo Instagram Vine LinkedIn Yelp Pinterest YouTube reddit @lvincent #brandattch 36
  • 37. UTA Brand Studio One Metric; Two Scores IMPACT INTENSITY Measures brand attachment amongst current users of the brand. @lvincent #brandattch Weighted brand attachment score to reflect percentage of population sampled that are current users of the brand. 37
  • 38. UTA Brand Studio Brand Dependence™ Selected social media brands ranked by Intensity 1 2 3 4/5 6/7 Facebook Instagram YouTube Pinterest reddit 43 42 39 38 8 9 10/11 Foursquare Vine Google+ Twitter 36 35 33 12/13 Tumblr Snapchat 37 14 Flickr Vimeo LinkedIn 32 31 n=2,006 US adults 18+; each brand evaluated by current users Survey conducted February 24-28, 2014 @lvincent #brandattch 38
  • 39. UTA Brand Studio Brand Dependence™ Selected social media brands ranked by Impact 1 2 3 4 5 Facebook YouTube Pinterest Twitter Instagram 40 34 20 19 19 91% usage 88% usage 52% usage 59% usage 43% usage 6 7 8 9 10 Google+ LinkedIn Yelp Tumblr Snapchat 17 13 10 9 8 52% usage 41% usage 32% usage 24% usage 22% usage n=2,006 US adults 18+; each brand evaluated by current users Survey conducted February 24-28, 2014 @lvincent #brandattch 39
  • 40. UTA Brand Studio 6 Brand Dependence™ Facebook B Instagram D C Pinterest YouTube E BRAND-SELF CONNECTION A reddit G F H Snapchat Tumblr Foursquare I Vine L J K N O M Flickr Google+ LinkedIn Yelp Vimeo 4 @lvincent #brandattch 40
  • 41. UTA Brand Studio Brand Dependence™ 6 A B A B D C C D E F E G H F G BRAND-SELF CONNECTION I J H L I N K O M J K L M N O 4 10 6 0 PROMINENCE @lvincent Facebook (43) Instagram (42) YouTube (39) Pinterest (38) reddit (38) Tumblr (37) Snapchat (37) Foursquare (36) Vine (35) Google+ (33) Twitter (33) Flickr (32) Vimeo (32) LinkedIn (31) Yelp (30) #brandattch 10 41
  • 43. UTA Brand Studio Range of dependence scores ATTACHMENT Facebook 11 Instagram 10 Tumblr 68 37 33 64 38 8 69 35 5 2 65 61 32 reddit 9 36 Flickr 3 LinkedIn 3 31 Yelp 3 30 #brandattch 68 38 7 Foursquare Positions may vary slightly due to rounding 65 6 2 Ranked by variability 71 33 Vine @lvincent 69 39 2 Pinterest Vimeo 75 37 7 Snapchat Twitter 76 42 5 YouTube Google+ 43 65 32 62 59 58 43
  • 44. UTA Brand Studio The gender difference YouTube 43 Snapchat 42 reddit 40 Vine 40 Instagram 39 (+4) (+5) (+2) (+5) (-3) ! Twitter 36 Facebook 36 Yelp 36 Tumblr 36 Vimeo 36 LinkedIn 35 Foursquare 35 Google+ 34 Flickr 34 Pinterest 30 @lvincent #brandattch ! (+3) (-7) (+6) (-1) (+4) (+4) (+1) (+1) (+2) (-8) 47 44 40 37 37 ! 36 36 34 33 32 31 31 29 28 28 (+4) (+2) (+2) (—) (+1) ! (-2) (-3) (-3) (—) (-3) (-1) (-2) (-2) (-4) (-2) Facebook Instagram Pinterest Tumblr Foursquare ! reddit YouTube Snapchat Google+ Vine Flickr Twitter LinkedIn Vimeo Yelp 44
  • 45. UTA Brand Studio Age differences Under 25 52 (+10) Instagram 51 (+8) Facebook 46 (+8) Pinterest 46 (+7) YouTube 44 (+7) Tumblr ! 45 42 39 38 38 ! 41 (+8) 40 (+2) 37 (—) 33 (-2) 32 (+1) 31 (-2) 30 (-2) 27 (-3) 25 (-7) 24 (-12) @lvincent 25 44 Twitter reddit Snapchat Vine LinkedIn Google+ Flickr Yelp Vimeo Foursquare #brandattch (+2) (—) (+1) (+1) (+5) ! 38 37 37 36 35 35 33 31 31 29 (-1) (-2) (+1) (+1) (-2) (+3) (+1) (—) (-2) (-1) Facebook Instagram Pinterest Snapchat Google+ ! reddit YouTube Foursquare Vine Tumblr Flickr Vimeo LinkedIn Twitter Yelp 45 +Over 42 39 38 37 35 (-1) (—) (+2) (-1) (-7) ! 35 (-3) 34 (+4) 32 (-5) 31 (-2) 31 (-1) 30 (-1) 30 (-5) 29 (-4) 29 (-8) 26 (-6) Facebook YouTube Foursquare reddit Instagram ! Pinterest Yelp Snapchat Twitter Vimeo LinkedIn Vine Google+ Tumblr Flickr 45
  • 46. UTA Brand Studio Income differences 44 43 40 38 37 Under $50K ! ! 35 35 33 33 33 31 31 30 30 30 @lvincent (+1) (+1) (+1) (—) (-1) (-2) (-2) (+1) (-2) (—) (-5) (-1) (—) (-1) (-2) Facebook Instagram YouTube Pinterest reddit ! Tumblr Snapchat Google+ Vine Twitter Foursquare Flickr Yelp LinkedIn Vimeo #brandattch $50K + Over 43 (+7) 42 (-1) 41 (-1) 40 (+3) 40 (+2) ! 40 (+3) 38 (+3) 38 (—) 36 (-3) 35 (+3) 34 (+2) 34 (+1) 33 (—) 32 (+1) 31 (+1) Foursquare Facebook Instagram Tumblr reddit ! Snapchat Vine Pinterest YouTube Flickr Vimeo Google+ Twitter LinkedIn Yelp 46
  • 47. Question Why didn’t Twitter have a higher score? @lvincent #brandattch 47
  • 49. UTA Brand Studio In good company Budweiser 39 Coca-Cola 36 Twitter 33 Corona Pepsi #brandattch 31 Chevrolet @lvincent 32 28 49
  • 50. UTA Brand Studio Comparison data Brand
 Dependence Likability 33 6.6 o ut of 10 NPS @lvincent #brandattch -8% 50
  • 51. UTA Brand Studio Twitter 4.97 billion searches for phrase “I don’t get Twitter” Only 16% of US adult population uses @lvincent #brandattch 51
  • 52. UTA Brand Studio Brands to watch INTENSITY Vine @lvincent #brandattch reddit 38 6 IMPACT Snapchat Snapchat 37 8 INTENSITY Snapchat reddit INTENSITY reddit IMPACT IMPACT Vine Vine 35 7 52
  • 53. UTA Brand Studio Brands we use to curate our identity 43 38 @lvincent #brandattch 42 39 37 53
  • 54. UTA Brand Studio How to create dependence Stand for a worldview. Ask: how to be indispensable? Create strong thoughts, feelings and behaviors through compelling brand experiences. Think beyond features and functionality. What will make your brand a surrogate for your consumer? Focus on the early majority. 54
  • 55. UTA Brand Studio Where to find more utabrandstudio.com @lvincent @thebrandstudio slideshare.net/lmvincent brandrealbook.com 55