Brand Dependence

It's often said that you are what you drive. The latest wave of Brand Dependence research indicates that might be more true than you realize.

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It’s been a very busy past few months, which is why there hasn’t been much activity here on this site. Much of my time has been focused on UTA Brand Studio’s new research platform which we developed with uSamp and call the Brand Dependence Index. It measures an oft-overlooked dimension of consumer brands known as Brand Attachment, pioneered by my friends and colleagues C.Whan Park and Deborah MacInnis at USC’s Marshall School of Business.

We unveiled recent findings from our research when I gave a presentation at International CES this month. There’s more on the way, but for now I thought I would post slides and commentary from that presentation.

The Story of Brand Attachment and Technology from Laurence Vincent


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