NEW JERSEY, December 16, 2002: Last week, I introduced the concept of brand intimacy. Brand intimacy can be defined as a quality of marketing communication in which the conceptual approach creates an emotional connection between the brand and the customer. Brand intimacy resonates in advertisements that speak the language of the viewer.

Brand intimacy exists in conceptual approaches that go beyond the brand attributes -- to touch the customer and communicate a sense of understanding-- a deeper mutual acceptance of the customer's wants, needs, desires.

Brand intimacy separates the average ads from the great ones. Because when your conceptual approach reaches the customer in an intimate way, the connection is immediate and long lasting. The customer begins a sense of trust-- trust in this company -- trust in this brand -- "They truly see me as I am -- and understand me and my world. "

The first question you may have is: can you give me an example of brand intimacy in action?

Think of the old AT&T commercial that showed the family of three little girls and their mom getting ready for school, daycare, and work. And the mom, once again, has an important meeting with "the client." "Mommy, when can we be the client?" The look on her face...

The spot screeches to a halt. Mom freezes, purses her lips, and there's not a dry eye in the house. Soon, mom swings into action, and while Cyndi Lauper belts out "Girls Just Want to Have Fun" the family is at the beach, while mom phones it in to the office.

This is a perfect example of brand intimacy. The brand was about mobile phones. The approach was intimate-- and connected with the guilt associated with working parents. By connecting the brand to an intimate emotion, the AT&T spot truly resonated with the customer. And brought to life the real value of having a mobile phone.

The next question you may have is: can brand intimacy be acheived in pharmaceutical marketing?

The answer is a resounding "yes." There are great examples of brand intimacy in action. Both in DTC and professional advertising.

Then why is it hard to find?

Because conceptual approaches that are based on features and benefits of a brand don't always attain a level of brand intimacy.

Look for more articles on brand intimacy in the future. And remember-- you saw it here first -- on RxME.

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