“The brand has demonstrated an ability to entertain a diverse millennial audience through its extensive content. It is also continuing its expansion of services, including the launch of YouTube Music in 2018, as it finds new ways to connect with consumers. Millennials in particular bond strongly with the media & entertainment industry and YouTube is doing a good job at building a brand that caters to the wants and needs of this audience.”

And then there's Netflix – once a distribution play, now a content creator, too.  But they're so much more than that.  Netflix is solving any number of problems for consumers, one of the reasons why it's top 5 on both lists.  It has changed the way we watch television.

Netflix earns extra points by displaying it knows its users, offering up more content and creating “viewing occasions.” The other night, my wife finished watching the new season of “Grace and Frankie.”

Here's the email that showed up the next day:

This is more than artificial intelligence and algorithms at work.  Netflix continually proves it “gets you” – the gateway drug for brand intimacy.  It learns what you like, how and when you watch, and the content that moves you.  The email is personal, suggesting Netflix is much more than just another subscription video streaming platform. Netflix helps you achieve a pleasant, rewarding user experience especially during valued “spare time.”

“The Principles of Brand Intimacy” by Mario Natarelli breaks down the Netflix strategy.  In the process, he suggests that connection comes from continued usage.  You don't become intimate with a brand – or a person – without repeated contact.

Any brand of any size can apply the principles of brand intimacy to succeed.”

That's encouraging to any radio station rethinking how it fits into an expanding information and entertainment ecosystem.

Natarelli says there are six archetypes of brand intimacy.  And we'll explore them all in tomorrow's post, and apply them directly to radio.

It's not about budget or staff size, having billboards, a new van, or contest dollars.  It is about emotionally connecting with an audience – a tribe – and making them feel a part of your station's family.

Note that none of the streaming audio entities broadcast radio competes against is on MBLM's list of most intimate brands.  That suggests a local radio station could accomplish this, in spite of being outspent financially.

And that's tomorrow's blog topic – how radio can achieve true love – with its listeners and advertisers.