Anyone launching a new brand today hopes that their product, service or solution will become the darling of the industry--the thing that goes viral because people love it. Veteran brand strategist Laurence Vincent will share compelling insights on brand attachment, an oft-overlooked dimension of consumer behavior. Drawing on findings from published research and ongoing fieldwork, Vincent will explain why consumers become attached to or develop an aversion to certain brands. He'll demonstrate how to measure attachment, and how it differs from other brand dimensions. Specifically, he'll demonstrate how attachment has been proven to be a better predictor of consumer behavior than mere measures of likability.
This material has not been presented before and features new research data that makes a compelling case for entrepreneurs and seasoned brand managers to focus their attention on getting people (consumers, investors, employees) attached to their brands and keeping it that way.
Additional Supporting Materials
- What makes consumers love some brands and hate others? We often read about the intense feelings people have toward products, services, companies and causes, but how do you purposefully activate these bonds? Brand attachment research demonstrates the core social, emotional and self-expressive forces that drive this behavior. It explains what drives someone to voluntarily promote or lambast a brand in social media?
- How does attachment influence the adoption of new technology platforms? With so many solutions introduced every day, why do consumers flock to Vine or Foursquare with such strong emotion while ignoring other platforms with equivalent or better technological underpinnings? Attachment is rooted in brand-self connection--a sense that what's branded is "like me" or "not like me" and this factor has a lot to do with willingness to try, use, and promote a brand.
- How do you measure attachment? We will share data from several independent, academically validated studies that illustrate how to measure attachment. We will also share data from recent attachment studies that shows the relative levels of attachment for some of the leading technology and consumer brands. Three factors are emphasized: brand-self connection, prominence, and separation distress.
- How can entrepreneurs and business managers use learnings from brand attachment to build a strong brand over time? We'll discuss this in two ways. First, we'll use case examples to demonstrate how successful brands have developed strong attachment with consumers to sustain a strong market position and extend their activities over time. Second, we'll share qualitative and quantitative data from previous studies to illustrate core concepts every leader should know.
- Is brand attachment just for consumer brands? The answer is no. We'll demonstrate how brand attachment can be a very relevant factor in business to business settings. There's some evidence that attachment also influences investor decisions. But we'll also discuss how attachment is a very important part of findings, securing and retaining employees -- especially in highly competitive technology environments. Attached employees are often willing to forego higher wages and lower hours.
- Larry Vincent UTA Brand Studio
Lana Rushing Rushing PR
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