UTA Brand Studio entrevistó a 2,006 personas de 18+ evaluando las 15 redes sociales más populares.
Brand Dependence mide qué tan fuerte es la conexión entre una persona y una marca y qué tan fácil sus sentimientos y pensamientos cruzan su mente (prominence).
21. Insight
Liking a brand is not
the same as feeling
a brand is like you.
21
@lvincent #brandattch
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
22
@lvincent #brandattch
23. UTA Brand Studio
Connecting beliefs and brands
VALUES
BRAND
AGENTS
NARRATIVE
BRAND
CULTURE BRAND NARRATIVE CYCLE
23
@lvincent #brandattch#brandattch@lvincent
24. UTA Brand Studio
Brand Attachment
24
Deborah MacInnis and C. Whan Park
@lvincent #brandattch
25. UTA Brand Studio
A LOT LIKE MEBrand Attachment
SIGNS OF ATTACHMENT
Brand-Self Connection
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.
ATTACHED BRAND
Ignored Brand Brand for Others
ProminentEasily forgotten
ConnectedUnconnected
When I
think
about it
I never
think
about it
Not
for me
A lot
like me
Respected
Brand
@lvincent #brandattch
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.
26
@lvincent #brandattch
27. Brand experience
27
Sensations, feelings
and thoughts that
are evoked by a
brand’s design and
identity, packaging,
communications,
and environments.
Journal of Marketing, 2009
UTA Brand Studio
@lvincent #brandattch
35. UTA Brand Studio
35
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
#brandattch@lvincent
36. UTA Brand Studio
Social Media brands studied
Facebook
Flickr
Foursquare
Google+
Instagram
LinkedIn
Pinterest
reddit
Snapchat
Tumblr
Twitter
Vimeo
Vine
Yelp
YouTube
36
#brandattch@lvincent
37. UTA Brand Studio
One Metric; Two Scores
37
I M P A C TI N T E N S I T Y
Measures brand attachment
amongst current users of
the brand.
Weighted brand attachment score
to reflect percentage of population
sampled that are current users of
the brand.
#brandattch@lvincent
38. UTA Brand Studio
Brand Dependence™
38
Facebook
1
43
Instagram
42
YouTube
39
Pinterest
reddit
38 37
2 3 4/5 6/7
Foursquare
8
36
Vine
35
Google+
Twitter
33
Flickr
Vimeo
32
LinkedIn
31
9 10/11 12/13 14
Selected social media brands ranked by Intensity
Tumblr
Snapchat
n=2,006 US adults 18+; each brand evaluated by current users
Survey conducted February 24-28, 2014
#brandattch@lvincent
39. UTA Brand Studio
Brand Dependence™
39
Facebook
1
40
YouTube
34
Pinterest
20
Twitter
19
Instagram
19
2 3 4 5
Google+
6
17
LinkedIn
13
Yelp
10
Tumblr
9
Snapchat
8
7 8 9 10
Selected social media brands ranked by Impact
91% usage 88% usage 52% usage 59% usage 43% usage
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
#brandattch@lvincent
40. UTA Brand Studio
Brand Dependence™
40
B
A
E
C
D
G
I
M
L
K
J
N
O
6
4
H
F
BRAND-SELFCONNECTION
Facebook
Instagram
Pinterest
YouTube
reddit
Snapchat
Tumblr
Foursquare
Vine
Flickr
Google+
LinkedIn
Yelp
Vimeo
#brandattch@lvincent
41. UTA Brand Studio
Brand Dependence™
41
B
A
E
C
D
G
I
M
L
K
J
N
O
0 10
10
BRAND-SELFCONNECTION
6
P R O M I N E N C E
4 6
H
F
A Facebook (43)
B Instagram (42)
C YouTube (39)
D Pinterest (38)
E reddit (38)
F Tumblr (37)
G Snapchat (37)
H Foursquare (36)
I Vine (35)
J Google+ (33)
K Twitter (33)
L Flickr (32)
M Vimeo (32)
N LinkedIn (31)
O Yelp (30)
#brandattch@lvincent
49. UTA Brand Studio
In good company
49
Corona 32
Chevrolet 28
Pepsi 31
Coca-Cola 36
Budweiser 39
Twitter 33
#brandattch@lvincent
50. UTA Brand Studio
Comparison data
50
Brand
Dependence 33
Likability 6.6
NPS -8%
out of 10
#brandattch@lvincent
51. UTA Brand Studio
Twitter
4.97 billion searches for
phrase “I don’t get Twitter”
Only 16% of US adult
population uses
51
#brandattch@lvincent
52. UTA Brand Studio
Brands to watch
52
Vine
35
Vine
I M P A C T
7
I N T E N S I T Y
#brandattch@lvincent
Snapchat
37
Snapchat
I M P A C T
8
I N T E N S I T Y
reddit
38
reddit
I M P A C T
6
I N T E N S I T Y
reddit
Snapchat
Vine
53. UTA Brand Studio
Brands we use to curate our identity
53
43 42 39
38 37
#brandattch@lvincent
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
55
utabrandstudio.com
@lvincent
@thebrandstudio
slideshare.net/lmvincent
brandrealbook.com