MBLM’s Brand Intimacy 2017 Report has ranked Disney as the “Most Intimate Brand” among millennials.
MLBM surveyed 6, 000 consumers and 54, 000 brand evaluations in the U.S., Mexico and UAE with a focus on emotional response to brands.
Disney resonates with this age group because they grew up with the brand
Commenting on the results, Mario Natarelli, MBLM’s managing partner, said, “Disney resonates with this age group because they grew up with the brand. It has kept up with their changing interests and now includes popular franchises like Star Wars and Marvel. Disney is also a mainstay for young families.” He also noted a “prevailing mood of escapism and the need for respite.”