Business
Report Shows Disney Dethrones Apple as the Most Intimate Brand in the World
Every year MBLM does a Brand Intimacy Study to find which brands customers are most loyal to. It is the largest study of its kind, surveying 6,000 consumers. Participants are asked questions about which brands they use regularly, how they feel about those brands, and if they feel that they could live without the brands’ products.
This year, Disney managed to top Apple for the first time ever. Other brands in the top ten list included Amazon, Chevrolet, Netflix, Harley Davidson, Playstation, and YouTube. To see all of the details, you can download the full Brand Intimacy Study on MBLM’s website.
It’s not surprising that Disney has built such a strong following. With the Avengers and the Marvel Universe rocking the box office, related merchandise, shows, and events are drawing in record-breaking crowds. And, this is only the cherry on top of the Disney empire.
Disney has been a household name for generations. From Mickey Mouse to Disneyland to the Disney Channel to Star Wars and on and on. Disney has been on a solid growth trajectory for years and there’s no end in sight. Part of the reason that Disney is so successful is that it prioritized its relationship with consumers.
Brand intimacy has a significant impact on a company’s ability to survive and thrive.
According to MBLM’s Brand Intimacy Study, building brand intimacy creates price resilience and builds customer loyalty.
According to Digital Authority Partners, when consumers feel a bond with a brand, they are willing to pay more for their product than the product of a competitor. MBLM says that many of these consumers are willing to pay up to 20% more.
This willingness stems from an emotion-centered marketing strategy. For Disney in particular, nostalgia plays a big part in their marketing campaigns. The longevity of the brand has allowed for devoted consumers to pass their favorite movies or toys on to their children through multiple generations. The desire to purchase a product is pursued by a child and a parent.
The ability to pass on this brand intimacy to the next generation is made possible by a willingness to keep up with new technology. If Disney still produced the same sketch-cartoons of Steamboat Willie, the company would have died out decades ago. However, Disney is always looking for ways to stay in the spotlight.
A great example of this is Disney’s upcoming streaming service, Disney+.
The way that we view movies and TV shows is changing. Streaming services like Netflix and Hulu have paved the way for others. Disney, seeing this opportunity, has opted to remove their content from these streaming services so that they can remain exclusive to their own service.
Judging by the results of the Brand Intimacy Study, this will be a successful venture.
With big brands like Disney or Amazon, it can be extremely difficult to build a name for yourself as an emerging business. But, brand intimacy may be the answer to this problem.
It’s not enough anymore to have a good product. It’s so easy for another, bigger company to come along and start selling a similar product–and they already have the customer loyalty to back it up.
One great way for businesses to differentiate is to start building that emotional attachment with their customers by adopting a data-driven marketing approach. Business can build a connection by gauging customers’ interests with regards to what matter the most to them.
One strategy that has been leveraged more and more in recent years is the practice of giving back to a cause that a company’s target audience is passionate about. That is in line with recent report findings which show that Generation Z (young people aged 16 to 30) are particularly interested in giving back to the community according to a recent study.
To that effect, for example, Kool8, a company in Chicago that produces water bottles, has put in place a very clear give-back policy for their products. For every bottle that is sold, 20% of the profit will go towards providing clean drinking water for underprivileged areas of the world.
Another example is the Tiesta Tea Foundation. They work to support people in economic hardship, raise awareness and acceptance for people with special needs or disabilities, and also work to bring clean drinking water to developing countries.
These businesses go above and beyond distributing their product to help others in need and build brand intimacy. By working to solve problems that consumers care about, they earn their business and their loyalty. These tactics create an emotional bond with the product that the consumer would not typically feel with a new business or product.
Focusing on brand intimacy is a new norm for successful businesses. We’ve seen the success of a good brand intimacy building campaign from Disney, and you can bet that they are not going anywhere any time soon.
Business
Revolutionizing Single-Cell RNA-seq With Automated Cell Counters: Insights From Logos Biosystems
Despite its relative newness, single-cell RNA sequencing (scRNA-seq) has become an essential component of modern biological research.
It can be used to characterize abnormal cell populations, discover and analyze rare cell cellular map networks, and discover subtle yet notable heterogeneities.
scRNA-seq has come a long way since its origins in next-generation sequencers from the late 1990s. While traditional sequencing methods measure a bulk of a cell population to determine its “average genome,” scRNA-seq is significantly more precise. It locates and extracts genomes from individual cells, using each cell to tell part of the genetic story of a greater whole.
Although single-cell sequencing provides valuable information, the process has several drawbacks depending on the method used.
For example, Laser Capture Microdissection (LCM) uses a laser to isolate target cells from a complete solid tissue sample located on a microscope slide. This approach is quick, reliable, and also usable on intact tissues, but it requires the user to identify target cells through visual inspection of their morphology. Cells can also be damaged in the process.
Other methods, like Magnetic-Activated Cell Sorting (MACS) or Fluorescence-Activated Cell Sorting (FACS), come with positives and negatives. Regardless of the approach, advancements in single-cell sequencing technology require significant time and investment, making access to newer and more efficient technologies a barrier to progress.
Overcoming Obstacles With Technological Advancement
When manually counting cells in scRNA-seq analysis, adequately going through each cell can take a huge amount of time and resources. This process also has a high margin of error, sometimes making it difficult to justify the effort.
Moreover, when cell counts are inaccurate for scRNA-seq analysis, overall data quality becomes less reliable, making the research outcomes less reliable and further exacerbating the original issues of time and cost.
With so much time and capital going toward this research, the data it produces should be worthwhile. However, the quality of the data ultimately relies on the quality of the sample before processing, which is where Logos Biosystems and their LUNA-FX7 Automated Cell Counter come in.
Enhancing Research Capabilities
Logos Biosystems is a leader in automated cell counting technology and scRNA-seq analysis and is known for developing the award-winning LUNA Cell Counter family.
Founded in 2008, the company has lived up to its motto of “seeing beyond the cell” by working to improve human health through imaging solutions that help researchers gather quality data in a timely fashion.
Their LUNA series of cell counters specializes in improving research accuracy and efficiency by allowing scientists to spend less time dealing with the monotony of cell counting and more time making valuable observations and implementing solutions.
The LUNA-FX7 Automated Cell Counter gives precise and reliable cell counts. It improves the quality of scRNA-seq analysis and takes less time than other automated counters.
This device has many invaluable features, such as increased size for sample throughput, an expanded cell concentration range, built-in QC software, validation slides for fluorescence, and brightfield to allow for daily QC monitoring and reporting.
Incorporating an automated cell counter like the LUNA-FX7 more broadly in scRNA-seq would improve research outcomes and accelerate scientific discoveries. Having machines take care of menial tasks frees up time for scientists and researchers to use their critical and creative thinking skills to push progress in their respective fields forward in ways machines couldn’t do alone.
Applications for automated cell counting technology are almost limitless, including research into developmental studies, immunology, oncology, neurobiology, diabetes, microbiology, and much more. Being able to quickly and precisely profile, identify, classify, and discover rare or new cell types from across the human body allows greater insight into these disciplines and what they can do for human health and growth.
The exciting future of single-cell RNA sequencing lies in the seamless integration of these automated technologies. As they become more widely adopted, they will pave the way for more innovative discoveries that could shape the understanding of biology and medicine. With technologies like Logos Biosystems’ LUNA-FX7, the question of whether the scientific community can see transformative discoveries is now mute as it continues to work to enhance precision and efficiency in cell evaluation, which is vital for scRNA-seq experiments to be successful to not only advance science but also improve human health and well-being on a global scale.
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