Future marketeers learn the foundations of brand intimacy

MBLM hosts for a second year in a row, a workshop with MBA students at the Edinburgh Business School Dubai on building emotional bonds between brands and consumers

MBLM, the brand intimacy agency, hosted a group of more than 50 MBA students from the Edinburgh Business School at Heriot-Watt University in Dubai on the 22nd of January 2020. The workshop is the second in a series of knowledge sharing sessions run by MBLM with the university to equip its postgraduate business students for tomorrow’s marketing challenges.

More university and educational institutions are recognizing the importance of including brand intimacy into their curriculum. MBLM has previously conducted workshops  the University of San Francisco, Murdoch University, Zayed University in the UAE, and the Korean Customer Council in Korea

Brand intimacy is a new marketing paradigm that measures the bonds consumers form with the brands that they use and love. Understanding the science behind these bonds equips marketers with the knowledge they need to build more meaningful relationships with consumers. Intimate brands have proven to deliver higher revenue and profit margin than those in the Fortune 500 and S&P 500 according to MBLM’s Brand Intimacy Study, now in its 10th year.

“Sharing what we’ve learned with a new generation of marketeers is of critical importance to everyone at MBLM. Brand Intimacy is a new paradigm, that empowers students with future-focused tools needed to drive higher emotional bonds between brands and consumers.  We look forward to watch their progress and implementing new strategies wherever they are.,” said William Shintani, Managing Partner, MBLM.

MBLM recently released the Brand Intimacy Report for 2020 which contains a 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.

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