• Provides greater price resilience
• Centers on emotion, which drives
decision and willingness to purchase
• Creates strong sense of loyalty
• Is customer-centric and based on reciprocity
• Leverages technology to establish
an ecosystem for building bonds
Advantages
Top intimate brands have double the
number of consumers willing to pay
20 percent more
We continue to see that consumers are more
willing to pay a premium for highly intimate
brands than they are for brands with lower
levels of intimacy.
Price Resilience
Why Brand Intimacy?
As has been the case over the past 10 years,
intimate brands continue to outperform
established nancial indices for both
revenue and prot.
We compiled the top 10 companies from
the Brand Intimacy Rankings, Standard &
Poor’s 500, and the Fortune 500 lists. For
each brand, our teams gathered the reported
revenue and prot/loss for 2008–2017 from
their annual reports and form 10-Ks. From the
data, we then calculated the average year-
over-year growth rates for both revenue and
prot for the 10-year period. Top intimate
brands deliver superior results in relation to
revenue and prot growth, suggesting the
importance of emotion in driving the world’s
leading brands.
Outperforming leading financial indices
0.500
0.250
0.375
0.125
0
6.37%
44.98%
38.60%
20.45%
24.52%
Average profit growth 2008–2017
4.75% 3.66% 8.68%
3.93%
5.01%
0.090
0.045
0.068
0.023
0
Average revenue growth 2008–2017
Brand can be a key asset, helping facilitate demand, encourage growth, ensure consistency of users,
and create advantage. Although the world around us has changed dramatically and shaped the way we
consume, buy, and sell, approaches to marketing and brand building have largely stagnated. Most feature
models and structures from decades ago that tend to focus on the importance of rational, hierarchal
thinking and create constructs designed to mimic a deliberate decision-making process.
With advances in behavioral science and neuroscience, we now understand that humans process
information and make decisions based on emotion. This suggests that to inuence and aect decision-
making, you have to appeal and connect to people’s emotions. We focus on decoding this emotional
science to build strong brands.
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