Disney, Tesla, and Apple are the top three brands that are getting the most consumer love, according to MBLM’s annual Brand Intimacy Survey.
For Disney, it was the second first-place finish since 2019 in the deep dive into how brands win consumers’ trust and connect with them emotionally. MBLM is an international firm that employs artificial intelligence and other technology to study the emotional science behind well-known brands.
"Leveraging big data and artificial intelligence takes the emotional science behind brand performance to the next level,” said Mario Natarelli, managing partner, MBLM. “This new methodology gives us broader and more real-time insights. We are now able to assess more authentic and vivid sentiment from consumers."
The report credited Disney with demonstrating the ability to continue to resonate with consumers while forming deep intimate connections and relationships, even in a fragmented media landscape.
ConsumerAffairs reviewers weigh in
Among ConsumerAffairs reviewers, Disney+ and Tesla are tied for first when it comes to ratings and Apple is third. None of the companies managed to break 4 stars under our 5-star rating system.
Disney+ 3.7 stars
Tesla 3.7 stars
Apple 3.2 stars
That said, all three companies and products have their share of fans. Hailey, of Kenmare, N.D., says her family has always liked Disney content and subscribed as soon as Disney+ became available.
“Disney Plus is simple to use with large titles and an easy-to-read menu,” Hailey wrote in a ConsumerAffairs review. “Categories presented on the homepage are Disney, Star Wars, National Geographic, Pixar, and Marvel. This platform is also available for download on personal devices. These features make Disney Plus straightforward to navigate for young and old people in the family.”
Fans of Tesla Energy
Tesla is primarily known as a car company, but it also has a solar energy business. An analysis of ConsumerAffairs reviews shows that consumers like the energy business just as much, if not more, than the carmaker.
While Apple draws its share of complaints about customer service – more than you would expect given its high rating by MBLM – reviewer Aaron of New York City loves his new iMac.
“This is probably my best transition ever,” Aaron told us. “I switched from the good old windows to Apple with a lot of skepticism and this iMac has proved me wrong. This is the best computer I've ever had and I've worked on a lot of computers over the years.”
Of all the brands listed in MBLM’s top 10, Sony performed the best with ConsumerAffairs reviewers, earning a 4.1-star rating. The company makes a wide range of products, and some of them are more popular with reviewers than others. Rodney, of Wichita, Kan., is pleased with his Sony TV.
“Sony quality is unbeatable, price, performance, and value for the money,” he told us.