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.
Reading Time: About 0 minute
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 Findings Report Podcast is a half-hour show where we interview researchers, trendsetters and thought leaders about consumer psychology and the science of marketing.
Listen to the latest show...
The Findings Report
Sign up for The Findings Report, my newsletter that includes insights about media, culture, consumers, and the brand called life.