Disney Tops MBLM’s Most Intimate Brands Survey

For the second time since 2019, Disney ranked No. 1 in MBLM’s Brand Intimacy Study, the largest study of brands based on emotions, now in its 12th year. MBLM’s Brand Intimacy model utilizes artificial intelligence to analyze how consumers bond with over 600 global brands they use and love.

“Leveraging big data and artificial intelligence takes the emotional science behind brand performance to the next level. This new methodology gives us broader and more real-time insights. We are now able to assess more authentic and vivid sentiment from consumers,” Mario Natarelli, managing partner, MBLM, said in a press release. “Media and entertainment brands continue to thrive, likely boosted by the need of providing escape, comfort, and instant gratification. Disney’s rise to the top displays the resilience of the media and entertainment industry in unprecedented times. The brand has demonstrated its ability to continue to resonate with consumers, and form deep intimate connections and relationships, even in a fragmented media landscape.”

The scale of MBLM’s Brand Intimacy 2022 Study included more than 1.4 billion words analyzed over 2021. This year’s study will be released in three waves, with the first, top-performing brands, announced today. The second wave will examine industry insights across 19 categories, and the third will analyze unique brand features and perspectives.