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AI and Big Data Analysis Used to Find Brands’ Emotional Connection

AI and Big Data enabled analysts to compare 1.4 billion keywords, phrases and context used to describe and engage with 600+ brands spanning across 19 industries.

Today, brand’s clearly understand the usefulness of AI and big data in establishing deeper, more meaningful emotional relationships with customers. Top brands are using sentiment analysis to evaluate their emotional connect with customers. Despite COVID-19’s obvious after-effects on the physical and online shopping habits, brands are not bowing down to the loss of opportunities due to the pandemic. In the last years, top brands have used technology and marketing analysis to stay relevant in the market. According to MBLM’s Brand Intimacy report, brand performance had increased by 19% in 2021 as compared to the pre-COVID times. This clearly highlights shoppers are more deeply connecting with their favorite brands.

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AI and Big Data to Decide Who Scored Highest in Archetypes

MBLM has identified six Brand Intimacy Archetypes. Brands use one or more archetypes at different values and frequencies. Brands are able to establish a more aspiration and enchanting image of themselves by using brand intimacy archetypes. These are:

  • INDULGENCE
  • NOSTALGIA
  • FULFILMENT
  • RITUAL
  • IDENTITY
  • ENHANCEMENT

Top brands as per MBLM’s AI and Big Data based Brand Intimacy reports are:

  1. Disney
  2. Tesla
  3. Apple
  4. Sony
  5. YouTube
  6. Mercedes Benz
  7. Trader’s Joe
  8. Netflix
  9. Android
  10. Sega

Due to the pandemic, the hospitality, themes parks and travel industries lost out big time. This loss was offset by new entrants such as mobile gaming, cryptocurrencies, and digital sports leagues making to the brand intimacy list.

MBLM invented the Brand Intimacy Quotient to determine brand performance basis archetypes, emotional connection and degree of intensity in an intimate brand relationship. MBLM identified relationships based on Sharing, Bonding and Fusing. By using big data and AI tools, MBLM was able to identify how archetypes and brand connections influence emotional connection. AI and Big Data enabled analysts to compare 1.4 billion keywords, phrases and context used to describe and engage with 600+ brands spanning across 19 industries.

Why Brand Intimacy matters to top brands?

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According to the MBLM Brand Intimacy report, AI and Big Data analysis revealed a startling co-relationship between brand performance and brand intimacy. For instance, intimate brands that ranked highly in the Brand Intimacy report also outperform Fortune 500 companies and stock markets.

MBLM invented Brand Intimacy
MBLM Brand Intimacy Report 2022

More over, these brands are able to leverage the “intimate relationships” with their customers to build price resilience without compensating on engagements in omni-channel. For example, Tesla ranked second in brand intimacy managed to build a very strong emotional attachment with its customers and fans, outranking other popular and more-established industry leaders, including Mercedes-Benz. Cardano, the highest-ranking crypto brand also outpaced other financial services brands and banks by scoring heavily in intimate engagement.

Mario Natarelli, managing partner, MBLM. “Leveraging big data and artificial intelligence takes the emotional science behind brand performance to the next level. This new methodology gives us broader and more real-time insights. We are now able to assess more authentic and vivid sentiment from consumers.”

Mario continued, “Media and entertainment brands continue to thrive, likely boosted by the need of providing escape, comfort, and instant gratification. Disney’s rise to the top displays the resilience of the media and entertainment industry in unprecedented times. The brand has demonstrated its ability to continue to resonate with consumers, and form deep intimate connections and relationships, even in a fragmented media landscape.”

Telecom and Smartphone Ecosystems

According to the MBLM Brand Intimacy Report 2022, handset manufacturers and OS makers were found to be more intimately connected to their customers than network service providers and mobile apps.Google, Apple, Android, Samsung, HTC, LG, Microsoft and Panasonic dominated the rankings.

Conclusion

The role of AI and big data in brand connections would continue to evolve. As top brands continue to find new ways to establish a meaningful relationship with their customers and fans, marketers need to focus on the six archetypes MBLM highlighted in the report.

[To share your insights with us, please write to sghosh@martechseries.com]

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