MBLM and BrainJuicer Link for 'Brand Intimacy' Study

Online research specialist BrainJuicer has partnered with branding agency MBLM to launch a consumer study using neuroscience methods to understand the decision-making process and the drivers of 'brand intimacy'.

As part of the initiative, MBLM (pronounced emblem) and BrainJuicer listened to more than 20,000 stories gathered from consumers across three continents, exploring the ways attitudes and behaviors have altered as a result of marketplace changes and new technology.

According to MBLM Managing Partner Mario Natarelli (pictured), results of the new 'MBLM Brand Intimacy Study' demonstrate that 'brand intimate' relationships mirror human relationships, whereas the opposite of brand intimacy is indifference. In addition, he says the study highlights that brand intimacy is rare, with less than a quarter of consumers screened saying they can associate being 'truly intimate' with brands. In contrast, 87% of marketers surveyed say they feel that creating customer intimacy is important or extremely important.

Natarelli adds: 'Factoring for brand intimacy allows companies to maximize the impact of their brands. Though striving for brand intimacy may require more integration across disciplines, enhanced technological activation and longer commitment, it produces far stronger results and returns.'

Web sites: www.mblm.com and www.brainjuicer.com .