When establishing a solid relationship with consumers and, above all, one that manages to survive the vagaries of time and market changes, marketers must bet not only on presenting the best products and the most convincing messages, but also on establish the deepest connections with your buyers. The time for emotions in marketing has come.
There are several ideas and concepts that help to understand how this works and what needs to be done to establish those links. The lovemarks are one of them, based on the idea that consumers come to feel love for brands and those which are true for longer and more frequently are precisely those that have crossed that threshold. In addition to love, consumers also feel a certain closeness to some brands. That is what explains another marketing concept, that of brand intimacy.
They are those that we feel much closer to. Life during the pandemic has increased consumer intimacy with some brands . Apple, Amazon and Disney are, in this order, the brands that consumers feel closest, with which they have a most intimate relationship. But how does that intimacy settle? What makes consumers feel that some brands are close and others not so close?
The keys to intimacy
As always, the key is in the marketing work and in how the brands are presented to their customers. MBLM’s latest study on Brand Intimacy provides some clues as to what makes some brands achieve a deeper connection than others. Brands with greater intimacy with their consumers fit certain traits and present certain characteristics. Not all brands comply with all the keys to privacy, but they usually present a few of these characteristics.
The company not only meets the brand’s expectations, it even exceeds them. It manages to offer what the study calls “superior service”, as well as quality and efficiency.
Identity The brand has a very clear identity, but it also connects with the consumer’s own identity. It works as an element connected with the aspirational image of the buyer or connects with the values that they admit or the things that they create. Either way, it has a “profound” impact on its users.
Indulgence The relationship between the consumer and the brand is close and is based on the moments of gratification that the consumer offers himself. Sometimes they are occasional moments, others frequent, but they are always a kind of self-reward. You just have to think, for example, of ice cream or chocolate brands.
Nostalgia The brand generates memories and generates “warm” emotions connected to them. In other words, it takes us to a somewhat rosy past. They are, on many occasions, brands that the consumer feels “grew up with”.
Gets better The products of that brand and the brand itself manage to make the consumer feel that they are better when they use them. For example, who is smarter or more capable. It’s what some tech brands do.
Rituals The use of brands is not only something common and that we do almost by default, but it is integrated into that day to day and our behavior. It has become a ritual.