Anyone launching a new brand today hopes that their product, service or solution will become the darling of the industry--the thing that goes viral because people love it. Veteran brand strategist Laurence Vincent will share compelling insights on brand attachment, an oft-overlooked dimension of consumer behavior. Drawing on findings from published research and ongoing fieldwork, Vincent will explain why consumers become attached to or develop an aversion to certain brands. He'll demonstrate how to measure attachment, and how it differs from other brand dimensions. Specifically, he'll demonstrate how attachment has been proven to be a better predictor of consumer behavior than mere measures of likability.
This material has not been presented before and features new research data that makes a compelling case for entrepreneurs and seasoned brand managers to focus their attention on getting people (consumers, investors, employees) attached to their brands and keeping it that way.
UTA Brand Studio
Larry Vincent is the founder and executive director of UTA Brand Studio and serves as the strategic lead on all engagements. During the past 20 years, he has developed strategies for some of the world’s most beloved brands, including CBS, Coca-Cola, Four Seasons Hotels, MasterCard, Microsoft, the National Football League, Sony Playstation, The Home Depot and vitamin-water. In less than two years, he has helped build Brand Studio into a vital new offering in the corporate services division of United Talent Agency, one of the world's leading talent agencies. Since it launched in 2012, Brand Studio has helped clients bring their stories to life to deliver a distinctive consumer experience and establish a common storyline in everything they do.