Top reinforcement brands are Pantene, L’Oreal, J&J, Amazon and Google. While both components of the relationship are important, hair care brands do it more by enhancing self-esteem.

Many corporate brands – like GE, 3M, Facebook and Amazon – are seen as leaders and innovators, but only Apple and Google manage to combine those perceptions with that key personal experience of feeling both challenged and encouraged by the brand.


Brands most identified with are Amazon, Google and WalMart. Apple and J&J are well-loved brands, but are not experienced as a means of self-expression to the extent of the former. Facebook is a means of self-expression – but not as well loved.

J&J and WalMart epitomize the customer experience of feeling at the center of attention, but their product offering is not differentiated from competitors’. The uniqueness of Amazon – and the way its offering feels customized – makes the customer feel different.


Brands from several very different categories are seen as relaxed and stylish, but the most successful casual dining brands – together with YouTube and Amazon – are the ones which just seem to give pleasure, without requiring anything in return.