Many factors go into measuring brand success such as exposure, web traffic, social listening, and reviews/testimonials. But one relatively new factor is emotion, which is important to the Millennial Market. 48% of millennials are more likely to buy from a brand if they feel a connection to the people behind it and 47% admire brands who take social corporate responsibility and listen to their consumers.
MBLM, an agency that studies brand intimacy, gathered data and put together a Brand Intimacy Report, ranking brands based on many factors.
Here are the top five brands:
Millennials are tech savvy and Apple’s emotionally charged ads play a huge part in connecting with their customers. It goes beyond being attached to their phones and feeling like they are a part of the smartphone revolution that Apple started in 2007.
Amazon has put themselves on the map with amazing customer service, which shoppers covet. However, Amazon was one of the pioneers of early-day ecommerce and Millennials have been a part of that starting in their teens. It’s familiar and they feel like they’re a part of something
After being affected by the Great Recession, price is a high factor when it comes to how Millennials shop. This is why other discount stores, like Forever 21, have done so well. But Target resonates with them because of collaboration. They collaborate with different designers to give style and affordability.
This 100% stems from nostalgia. Most millennials remember Super Mario and Pokemon as a pivotal part of their childhood. So it makes sense while they still feel emotional attachment to Nintendo, especially if it brings positive memories.
Much like Nintendo, it’s the nostalgia and growing up with the movies and characters. And now with the Marvel and Star Wars franchises coming into play, it produces many positive feelings.