Brand Intimacy by Mario Natarelli

Author:Mario Natarelli
Language: eng
Format: epub
Publisher: Hatherleigh Press
Published: 2017-06-01T08:26:18+00:00

Interestingly when you compare this brand with Amazon, the online retailer, you see that they are dramatically different brands (almost complete opposites), yet both highly successful in their own ways. Amazon has mastered the online experience and has built an engine of convenience, quality, and reliability. Whole Foods has created a brick-and-mortar ecosystem of health, information, and transparency. Certainly with the acquisition of Whole Foods by Amazon, you see that opposites may well attract. When these two strong intimate brands align, the result may be complementary or a combination of strengths. With two very distinct intimacy profiles, it will be interesting to see how they combine forces and how that impacts the bonds they build with customers.

It is clear regardless of association or ownership that brands that link to identity must either have or establish a strong sense of who they are and find ways to make this both apparent and relevant to consumers. By nature, we find affinity with things we can easily relate to.

In other words, the more your brand identifies with and inspires your customers, the better.

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