NEW YORK, NY / ACCESSWIRE / August 17, 2022 / Crypto debuts in an impressive eighth of 19 industries studied in MBLM’s Brand Intimacy Survey 2022the largest study of brands based on emotions, now in its 12th yearth year. The enhanced 2022 study combines MBLM’s proven Brand Intimacy model with the power of AI and big data to analyze over 600 brands, assessing how consumers bond with the brands they use and love. Cardano/ADA placed first in crypto followed by Bitcoin/BTC and Polkadot/DOT. MBLM found that the top keyword for Cardano/ADA was “Skyrocketing”. Bitcoin/BTC’s top search term was “Buy. Sell.” and Polkadot/DOTs were “Gains.”
The remaining top 10 crypto brands are: Ethereum/ETH, Tether/USDT, Uniswap/UNI, Solana/SOL, Binance/BNB, XRP/XRP and USD Coin/USDC. Consistent with previous years, MBLM also found that the top intimate brands outperformed Fortune 500 top brands in terms of profits, revenue and stock performance.
“As the financial landscape evolves, so does the study, and we included crypto as a category for the first time this year,” said Mario Natarelli, managing partner of MBLM. “The industry performed very well for a newcomer, significantly outperforming financial services, which may reveal that younger generations have stronger connections with this form of digital currency, embracing its decentralized model. Given its newness and recent turbulence, it will be interesting to see crypto’s performance in the coming years as the industry evolves further.”
Crypto has an average Brand Intimacy Quotient of 37.7, which is above the cross-industry average of 36.8. The industry scores higher than traditional financial services, which ranks 14thth place. Fulfillment (performance, exceeding expectations) is the dominant archetype of crypto.
In addition to the findings, MBLM also released an article examining the industry and its leader, “Cardano/ADA: Next to the moon? Examining Cardano’s Superior Brand Intimacy Performance.” The piece compares Cardano and Bitcoin and finds that while Bitcoin is reliable, it may be less exciting to invest in than Cardano, hence the second place ranking. Cardano’s lower price and novelty gives users the opportunity to indulge themselves by taking a risk without investing too much money up front. MBLM concludes that crypto’s dominance over financial services raises questions about the future of each industry and their impact on each other, and the future of cryptoassets depends on more regulation and protection of investors and users.
The Brand Intimacy Survey 2022 contains the most comprehensive ranking of brands based on emotion. The scope of the study included more than 600 brands and more than 1.4 billion words analyzed during 2021.
To download Brand Intimacy Survey 2022 or explore the ranking click here.
Methodology
To read the study methodology, click here.
About MBLM
MBLM invented Brand Intimacy, the emotional science behind the brands we use and love. For our clients, we deliver expertise and value through agency insights, services and software offerings.
With offices in five countries, our multidisciplinary teams invent, transform and improve brands for businesses of all kinds. We deliver marketing that creates stronger emotional connections with stakeholders. These bonds create better performance and long-term returns. To learn more about how we can help you create and maintain ultimate brand relationships, visit mblm.com.
Consult
Kati Waldenburg
MZ North America
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973-924-9797
SOURCE: MBLM
