Mario Natarelli and Rina Plapler, both partners at MBLM, “the Brand Intimacy Agency focused on strategy, design, creative and technology,” recently released, Brand Intimacy, A New Paradigm in Marketing. The book explores the concept of Brand Intimacy, a new take on a old strategy – namely that successful brands need to strengthen and leverage the emotional bonds their clients have with their brand.
The book reviews Apple, Amazon and Netflix for their successes as well as United, Foursquare and Apple (again) for their missteps and provides lessons for marketers, business leaders and entrepreneurs seeking to understand brand relationships and the opportunities they represent. The following is my interview with Natarelli about the book.
Harrison: What is “Brand Intimacy” and why is the book so important right now?