{"product_id":"brand-intimacy-isbn-9781578266852","title":"Brand Intimacy","description":"From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth \u003ci\u003ebillions\u003c\/i\u003e. \u003cbr\u003e  \u003cbr\u003e In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges?\u003cbr\u003e  \u003cbr\u003e \u003cb\u003e\u003ci\u003eBrand Intimacy \u003c\/i\u003e\u003c\/b\u003edetails ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. \u003cbr\u003e  \u003cbr\u003e Divided into three sections, \u003cb\u003e\u003ci\u003eBrand Intimacy\u003c\/i\u003e\u003c\/b\u003e starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. \u003cbr\u003e  \u003cbr\u003e The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers.\u003cbr\u003e  \u003cbr\u003e The third section is Methods \u0026amp; Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions.\u003cbr\u003e  \u003cbr\u003eBusiness and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. \u003cb\u003e\u003ci\u003eBrand Intimacy\u003c\/i\u003e \u003c\/b\u003eexplains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, \u003cb\u003e\u003ci\u003eBrand Intimacy\u003c\/i\u003e\u003c\/b\u003e rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.“A great look at what inspires people to engage with brands and how to use that to your advantage. \u003ci\u003eBrand Intimacy\u003c\/i\u003e, both the book and the concept, is important for marketers to understand and for brands to use wisely.” —\u003cb\u003eSami Main\u003c\/b\u003e, Digital Media Reporter, Adweek\u003cbr\u003e  \u003cbr\u003e “Critical reading for any marketer or business leader. \u003ci\u003eBrand Intimacy\u003c\/i\u003e should change how marketers think about everything.” —\u003cb\u003eJill Malandrino\u003c\/b\u003e, Global Markets Reporter, Nasdaq \u003cbr\u003e  \u003cbr\u003e “For those looking to grow their brand and their business, \u003ci\u003eBrand Intimacy\u003c\/i\u003e is a must-read. It is a thoughtful examination that questions our current thinking on marketing, while offering a better solution, borne through careful examination and consumer insights.” —\u003cb\u003eHamza Mustafa\u003c\/b\u003e, CEO, PCFC Investments \u003cbr\u003e  \u003cbr\u003e “A must-read that captures the importance of appealing to instincts and emotions to build powerful brands.” —\u003cb\u003eFran Gormley\u003c\/b\u003e, Adjunct Associate Professor of Marketing, NYU Stern\u003cbr\u003e  \u003cbr\u003e “With \u003ci\u003eBrand Intimacy,\u003c\/i\u003e brand experts Rina Plapler and Mario  Natarelli unlock a powerful inner truth about brands—that the best ones create intimate, enduring bonds with customers that leads to revenue growth and value. Powerful and insightful, \u003ci\u003eBrand Intimacy\u003c\/i\u003e brings a fresh, new perspective on how to build brands and strengthen customer bonds in today’s hyper-connected world. The book blends science, analytics, psychology and research along with simple, practical examples to help brand owners and brands achieve their goals.” —\u003cb\u003eJonathan Bell\u003c\/b\u003e, Managing Partner, WANT Branding\u003cbr\u003e  \u003cbr\u003e “We are in a new age. It is critically important to discover how our decisions are made, whether made about brands or our role in society. This book illuminates and quantifies the importance of emotion in the decision process and provides a winning construct to achieve emotional brand intimacy.” —\u003cb\u003eJohn Diefenbach\u003c\/b\u003e, Chairman, MBLM, and Former CEO, Landor\u003cbr\u003e  \u003cbr\u003e “\u003ci\u003eBrand Intimacy\u003c\/i\u003e is a comprehensive guide to brand building for any modern marketer or business executive.” —\u003cb\u003eRichard Rubenstein\u003c\/b\u003e, President, Rubenstein PR\u003cbr\u003e  \u003cbr\u003e “MBLM's insights and creativity helped us strengthen our brand and improve the way we connect with consumers.” —\u003cb\u003eGiorgio Galli\u003c\/b\u003e, Design Director, Timex Group\u003cbr\u003e  \u003cbr\u003e “This book is amazing and scary. It demonstrates how businesses are run is not how we manage brands. Aligning an organization, prioritizing emotion and thinking of brand relationships like human ones demonstrates a far more compelling approach than most business books espouse.” —\u003cb\u003eDavid Spencer\u003c\/b\u003e, Strategic Advisor, Golf in Dubai\u003cbr\u003e\u003cbr\u003e“Comprised of both marketing theory and 'real world practical' tips, tricks and techniques illustrated with corporate marketing examples, \u003ci\u003eBrand Intimacy\u003c\/i\u003e is an extraordinarily well written, organized and presented study that is especially recommended for corporate, community, and academic library Business Management collections and supplemental studies lists.” —\u003cb\u003eMidwest Book Review\u003c\/b\u003e\u003cb\u003eMario Natarelli \u003c\/b\u003eis the Managing Partner at MBLM in New York and an established marketing leader to executives and their companies. Over the past 20 years, Mario has helped companies of every size and type, working across the globe to transform, align and manage their brands to deliver growth and value. Prior to MBLM, Mario was the CEO of FutureBrand North America and Middle East and was the co-founder of HyperMedia.  Mario is a graduate architect with a degree from the University of Toronto.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eRina Plapler\u003c\/b\u003e is a Partner at MBLM and has built brands for over 20 years. She leads strategy at MBLM in New York and has held executive positions at FutureBrand and Gormley \u0026amp; Partners. Rina has worked with B2B, B2C and B2G companies and has extensive strategy experience across a variety of industries including financial services, tourism, health care, technology and telecommunications. She was the creator of FutureBrand’s Country Brand Index and MBLM’s Brand Intimacy Study. Rina has degrees from McGill and Harvard Universities.Why This Book and Why Now?\u003cbr\u003e\u003cbr\u003eAfter more than two decades branding companies, countries and people around the globe, we have realized that growth, in some shape or form, is at the core of all our clients’ needs, and that “brand” could be an extremely effective and powerful tool to facilitate demand. While desire for growth remains constant in today’s increasingly interconnected world, the challenges vary. Take political disruption, which can birth populism and an anti-establishment ethos. This creates a polarized population with highly charged views that can affect trade, supply chain optimization and globalization. There’s also organic growth: for the past decade, countless companies have optimized costs and stripped down any and all aspects of their businesses to the extreme in order to save costs and maximize profits. But what’s next for them? How can they find new growth? We see technology transforming everything we do in our work, at home and at play. Companies face fast-paced cycles of innovation with steep opportunity costs and profound risks that can render them extinct—quickly. Last, demographics are shifting and with them, the familiar associations and behaviors of now-aging boomers are changing. A new demographic is emerging— millennials, an entirely different generation who require new understanding to effectively reach.\u003cbr\u003e\u003cbr\u003eWhat can businesses do to advance? And what role does brand play?\u003cbr\u003e\u003cbr\u003eBrand can be a key asset in framing opportunities; however, it requires thinking about brand in a different way than traditional marketers or business schools suggest. It requires a new paradigm designed for today’s times.\u003cbr\u003e\u003cbr\u003eHow did we arrive at this new way of thinking? We spent nearly a decade conducting qualitative and quantitative research with more than 12,000 consumers in the U.S., Germany, Japan, Mexico and the UAE. We fielded and interpreted over 20,000 qualitative brand stories that comprised 2,000 pages of verbatim responses explaining how individuals form relationships with brands. We turned to quantitative research and, over the course of several years, analyzed 100,000 brand evaluations. Through factor analysis and structural equation modeling, we were able to better understand which levers need to be pulled to build bonds between brand and consumers. We built a data engine to compute, compare and dynamically render rankings, head to head comparisons and detailed brand scores. We have applied our new paradigm to create brands and to reignite established ones. Each year, since 2015, we publish an annual study on intimate brands and their impact.\u003cbr\u003e\u003cbr\u003eBut let’s take a step back.\u003cbr\u003e\u003cbr\u003eWe are all shaped by brands, whether we realize it or not.\u003cbr\u003e\u003cbr\u003eThe process starts in life with toy trucks and princesses and only continues as we age. The cars we drive; the household items we prefer; the food we eat; the clothes we wear; the places we travel; the sports teams we follow; the celebrities we admire; the companies we trust; the politicians we elect—while the average person may not think about these as brand choices, marketers have spent decades working hard to create perceptions and the associations that make us want to try or purchase one brand over another.\u003cbr\u003e\u003cbr\u003eWhenever we ask people to share with us the brands they are intimate with, many times they will initially respond with, “None.” But then you start asking them about their car, their camera, their phone, their sneakers, their favorite drink... and all of a sudden, they discover themselves to in fact be passionate advocates for brands they favor.\u003cbr\u003e\u003cbr\u003eIn other words, we are more attached to brands than we realize.\u003cbr\u003e\u003cbr\u003eThat is because brands are much more than a name, a logo, or a jingle. Yes, they are business assets that create value for the companies that represent them; and yes, they can be products, services, people, and places; and yes, they can drive demand, command price premiums and increase loyalty. But they’re more than that; or at least they have the \u003ci\u003epotential\u003c\/i\u003e to be more than that.\u003cbr\u003e\u003cbr\u003eSo, with so many books out there already that talk about branding, why another one?\u003cbr\u003e\u003cbr\u003eIt’s simple. We have found that approaches to branding have largely stagnated. Most feature models, structures, and thinking from \u003ci\u003edecades \u003c\/i\u003eago. Those ideas were leading and advanced in their day, to be sure; but too many things have changed for these approaches to be relevant, much less cutting edge. Think about it: practically speaking, could you use a computer from the 1980s today? You could probably still benefit from its functionality; however, it would be very limited in what it could do. It would not align with any new software, nor sync with your other devices, and you’d likely have some compatibility problems when sharing files. It is essentially the same principle with marketing. Why use yesterday’s thinking for today’s (or tomorrow’s) challenges?\u003cbr\u003e\u003cbr\u003eWe now know, without a shadow of a doubt, that people make decisions and process information based on emotion and intuition.\u003cbr\u003e\u003cbr\u003eThat is relatively new information, which comes from advancements in neuroscience and behavioral science. It’s a far cry from prevailing sentiment that defines us as thoughtful, rational beings; yet most marketers and business leaders have neglected this insight, and continue to ignore the most powerful component of brand building and growth: \u003ci\u003eemotion\u003c\/i\u003e. Rather, most continue to overestimate the importance of rational, hierarchical-based thinking, founded on what we now know are faulty decision making constructs. In essence, they are misdiagnosing the marketplace and, as a result, are providing the wrong cures.\u003cbr\u003e\u003cbr\u003eAnd we wonder why results don’t change.\u003cbr\u003e\u003cbr\u003eAs big a topic as emotion is, decision makers are slow to change. The proven and established is safe; the new and daring, a bit more precarious.\u003cbr\u003e\u003cbr\u003eSo, yes—another book about brand, but not \u003ci\u003ejust\u003c\/i\u003e another book. A book for winning in the marketplace of today. One based on very different thinking. One that represents a new paradigm. One that is dedicated to building bondswith customers. One that translates the academic perspective of intimacy into an instructive and inspiring marketing model for building successful brands. One that is proven to increase growth and profitability.\u003cbr\u003e\u003cbr\u003eWelcome to the new world of brand intimacy.\u003cbr\u003e\u003cbr\u003e—Excerpt from the Introduction by Mario Natarelli and Rina Plapler","brand":"Hatherleigh Press","offers":[{"title":"Default Title","offer_id":46303407571173,"sku":"NP9781578266852","price":25.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781578266852.jpg?v=1767723018","url":"https:\/\/k12savings.com\/es\/products\/brand-intimacy-isbn-9781578266852","provider":"K12savings","version":"1.0","type":"link"}