MBLM's Managing Partner Mario Natarelli Delivered Keynote at the Korean Customer Councils' Customer Loyalty Awards Ceremony

NEW YORK, April 18, 2019 /PRNewswire/ -- MBLM today announced that managing partner Mario Natarelli delivered a keynote and awards at the Customer Loyalty Awards ceremony, an awards conference with leading Korean businesses.

Natarelli also spoke at an event with the top marketing students in the country called Team White. During his stay in Korea, he had one-on-one meetings with key business leaders and shared insights on MBLM's Brand Intimacy 2019 Study, which is the largest study of brands based on emotions. In the U.S., Disney overtook Apple for the first time the study and the two were followed by Amazon, which came in third. The top 10 was also increasingly dominated by media & entertainment brands, comprising four out of the 10, up from three last year. Natarelli compared and contrasted these and other findings with the Korean brands in the study, uncovering strategies and approaches to build stronger customer bonds

"I am thrilled to have returned to the Korean Customer Council's Loyalty conference and awards gala," stated Natarelli. "This year, we continued to see tremendous interest around Brand Intimacy and the role emotion can play in building more effective marketing strategies. The Korean marketplace is innovative and technologically advanced, and Brand Intimacy embodies the pursuit of creating closer emotional bonds with customers."

"We are delighted that Mario again spoke at our conference," stated Jun Jae Ho, Secretary General of the Korean Customers' Council. "Brand Intimacy is a unique and new practice in marketing and our members and partners see tremendous potential in adopting it. We are aiming to enable our members to integrate the concepts Mario discussed into their business practices."

MBLM and the Korean Customer Council will continue to plan events and initiatives to increase exposure of both the study and MBLM's book: Brand Intimacy, A New Paradigm in Marketing.

The Brand Intimacy 2019 Study contains the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,200 consumers and 56,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. MBLM's reports and interactive Data Dashboard, which features a brand ranking tool, showcase the performance of almost 400 brands, revealing the characteristics and intensity of the consumer bonds.

To download the full Brand Intimacy 2019 Study or explore the Data Dashboard click here.

Methodology
During 2018, MBLM with Praxis Research Partners conducted an online quantitative survey among 6,200 consumers in the U.S. (3,000), Mexico (2,000), and the United Arab Emirates (1,200). Participants were respondents who were screened for age (18 to 64 years of age) and annual household income ($35,000 or more) in the U.S. and socioeconomic levels in Mexico and the UAE (A, B and C socioeconomic levels). Quotas were established to ensure that the sample mirrored census data for age, gender, income/socioeconomic level, and region. The survey was designed primarily to understand the extent to which consumers have relationships with brands and the strength of those relationships from fairly detached to highly intimate. It is important to note that this research provides more than a mere ranking of brand performance and was specifically designed to provide prescriptive guidance to marketers. We modeled data from over 6,200 interviews and approximately 56,000 brand evaluations to quantify the mechanisms that drive intimacy. Through factor analysis, structural equation modeling, and other sophisticated analytic techniques, the research allows marketers to better understand which levers need to be pulled to build intimacy between their brand and consumers. Thus, marketers will understand not only where their brand falls in the hierarchy of performance but also how to strengthen performance in the future.
To read a more detailed description of MBLM's approach, visit its Methodology page.

About MBLM: MBLM has invented a new marketing paradigm, Brand Intimacy, delivering expertise and offerings across three areas of focus: Agency, Lab and Platform. With offices in seven countries, our multidisciplinary teams help clients build stronger bonds and deliver optimized marketing outcomes and returns for the long term. To learn more about how we can help you create and sustain ultimate brand relationships, visit mblm.com.

RUBENSTEIN PUBLIC RELATIONS
CONTACT: KATI BERGOU, 212-805-3014
[email protected]

SOURCE MBLM

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