“You need a great brand to propagate a culture. It’s hard to keep everything aligned without a strong brand,” says Mario Natarelli, managing partner of MBLM, the brand intimacy agency which is brands and technology. In this episode, Mario and I talked about the power of brand intimacy to create emotional connections with customers and how great brands build great cultures. According to MBLM’s Brand Intimacy 2017 Report, which is the largest study of brands based on emotions, top ranked intimate brands continued to outperform the S&P and Fortune 500 indices in revenue and profit over the past 10 years.
Mario’s career started as an architect where he learned how to balance art with science. In his perspective, in architecture you need a strong theory, focus and belief system and this parallels what it takes to be a great brand and culture.
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