Apple tops list of most 'intimate' brands among millennials

Apple has claimed the top spot among millennials in a survey designed to discover the most "intimate" brands, according to marketing firm MBLM.

Disney, YouTube, Target, Amazon, Nintendo, Google, Xbox, Netflix, and Whole Foods filled out the top 10, MBLM said. Last year Disney, Amazon, and Netflix took the podium positions.

The data is based on emotional reactions, analyzing "the responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the U.S., Mexico and U.A.E." MBLM didn't elaborate on Apple's ranking, as it only plans to issue its full report on March 13.

Apple also claimed first place among people aged 18 to 24. There the brand mix was slightly different, with the rest of that top 10 including Amazon, YouTube, PlayStation, Starbucks, Nintendo, Google, Netflix, Coca Cola, and Walmart.

Since the heyday of the iPod, Apple has regularly tried to position itself as a youth brand, using high-energy advertising while keeping up on trends in movies, TV, and music — and selling its devices as must-have items.

19 Comments

sflagel 11 Years · 867 comments

About 6 years ago

You know why feel intimate with our iPhones? Because they force us to feed it every night with electricity, because we need to constantly check that the battery is still full. Because we have to "care" for it so it does not die on us.

anton zuykov 9 Years · 1056 comments

sflagel said:

You know why feel intimate with our iPhones? Because they force us to feed it every night with electricity, because we need to constantly check that the battery is still full. Because we have to "care" for it so it does not die on us.

Saying that the ^ ^ ^ statement is a gross misunderstanding of how customer-product psychology works, would be a huge understatement. It reminds me of an average 20 year old discussing social issues. Plain, simple....and dead wrong.
While that opinion might be sarcastic, companies like Samsung listen to such opinions, taking them as real and true. They even tried to increase battery size beyond the capability of the tech, shooting themselves in the foot in the process, while still not making their products more appealing. And that is top tier devices we are talking about.

DAalseth 6 Years · 3067 comments

If they had asked me I would have replied "What the @&%!!## do you mean by 'intimate'". "The data is based on emotional reactions, analyzing "the responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the U.S., Mexico and U.A.E." So then it's meaningless. They asked some vague questions and then distill the answers to come up with some digested pablum. Then put out a "report" to get web hits.

randominternetperson 8 Years · 3101 comments

DAalseth said:

If they had asked me I would have replied "What the @&%!!## do you mean by 'intimate'". "The data is based on emotional reactions, analyzing "the responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the U.S., Mexico and U.A.E." So then it's meaningless. They asked some vague questions and then distill the answers to come up with some digested pablum. Then put out a "report" to get web hits.

From the linked press release: "Brand Intimacy is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand."

I'd be willing to bet that the respondents to the survey never saw or heard the word "intimacy" in any of the questions.

king editor the grate 15 Years · 662 comments

Since Mr. Cook doesn't like the term "wearables," maybe they should refer to Watch as "ultimately intimate," "simply unmentionable," or, maybe, "bearables."