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fill="none" stroke="#fff" stroke-linecap="square" stroke-width="3"><path d="m17.5 18.5h20"></path><path d="m17.5 27.24h13.5"></path><path d="m17.5 36.5h20"></path></g></svg></button><div class="jsx-1777478519"></div></nav><main class="jsx-3629729119 PlaybookMain"><div style="background-color:#229FFF;color:white" data-testid="band" class="jsx-2059551972 Band TitleSection Band--light"><div data-testid="background-image" class="jsx-2497852300 BackgroundImage"><img alt="" style="height:100%;position:absolute;top:0;visibility:hidden;width:100%" src="/static/images/playbook/tiles/01-blue-brains@2.jpg"/><div class="Band__content"><div style="background-color:transparent" data-testid="band" class="jsx-3251239529 Band Band--light"><div class="Band__content"><p data-testid="title-tag" class="jsx-4217108279 TitleTag BandTitle IntroTitle"><span><div class="jsx-3297724745 Spark"></div><div class="jsx-2897585545 Spark"></div></span>Wistia presents</p><h1 class="jsx-4202980477 ">The Brand Affinity Marketing Playbook</h1></div></div><div style="background-color:transparent" data-testid="band" class="jsx-2388852221 Band IntroCopy Band--light"><div class="Band__content"><div class="BandBody" style="text-align:left"><span><div class="jsx-3711756579 Spark"></div><div class="jsx-884625257 Spark"></div><div class="jsx-3046820425 Spark"></div><div class="jsx-143937289 Spark"></div></span>As marketers, we know that consumers are loyal to certain brands because of emotion-based attractions. We鈥檝e known this since the early 20th century, but today, because we鈥檙e more connected than ever, our brands are required to do even more of the heavy lifting. We rely so much on recommendations for products and services from friends, family, and co-workers, that building a reputable brand consumers can connect with is essential to not only growing sales, but also influencing how people speak about your business to others.</div></div></div><div class="jsx-1380708079 PlaybookOverview"><h2 class="jsx-1380708079">Playbook Overview:</h2><div class="jsx-2209005027 Overview"><div class="jsx-2209005027 Overview__panel-wrapper"><div class="jsx-1479137383 ChapterButton"><div class="jsx-1479137383 ChapterButton__header"><span class="jsx-1479137383 ChapterButton__image"><picture><img width="20" alt="" class="cover" style="margin-left:-20px" src="/static/images/playbook/sparks/animated/wistia-bam-spark-overview-intro.png"/></picture></span><span data-testid="title-tag" class="jsx-1848649093 TitleTag"><a class="jsx-1479137383 ChapterButton__link" href="/about/brand-affinity-marketing">Intro</a></span></div><span data-testid="text" class="jsx-1708523578 TextCopy ChapterButton__description">The Problem & Solution</span></div><div class="jsx-1479137383 ChapterButton"><div class="jsx-1479137383 ChapterButton__header"><span class="jsx-1479137383 ChapterButton__image"><picture><img width="20" alt="" class="cover" style="margin-left:-20px" src="/static/images/playbook/sparks/animated/wistia-bam-spark-overview-step01.png"/></picture></span><span data-testid="title-tag" class="jsx-1848649093 TitleTag"><a class="jsx-1479137383 ChapterButton__link" href="/about/brand-affinity-marketing/step-one">Step 1</a></span></div><span data-testid="text" class="jsx-1708523578 TextCopy ChapterButton__description">Finding a niche audience</span></div><div class="jsx-1479137383 ChapterButton"><div class="jsx-1479137383 ChapterButton__header"><span class="jsx-1479137383 ChapterButton__image"><picture><img width="20" alt="" class="cover" style="margin-left:-20px" src="/static/images/playbook/sparks/animated/wistia-bam-spark-overview-step02.png"/></picture></span><span data-testid="title-tag" class="jsx-1848649093 TitleTag"><a class="jsx-1479137383 ChapterButton__link" href="/about/brand-affinity-marketing/step-two">Step 2</a></span></div><span data-testid="text" class="jsx-1708523578 TextCopy ChapterButton__description">Creating binge-worthy content</span></div><div class="jsx-1479137383 ChapterButton"><div class="jsx-1479137383 ChapterButton__header"><span class="jsx-1479137383 ChapterButton__image"><picture><img width="20" alt="" class="cover" style="margin-left:-20px" src="/static/images/playbook/sparks/animated/wistia-bam-spark-overview-step03.png"/></picture></span><span data-testid="title-tag" class="jsx-1848649093 TitleTag"><a class="jsx-1479137383 ChapterButton__link" href="/about/brand-affinity-marketing/step-three">Step 3</a></span></div><span data-testid="text" class="jsx-1708523578 TextCopy ChapterButton__description">Marketing like a media company</span></div><div class="jsx-1479137383 ChapterButton"><div class="jsx-1479137383 ChapterButton__header"><span class="jsx-1479137383 ChapterButton__image"><picture><img width="20" alt="" class="cover" style="margin-left:-20px" src="/static/images/playbook/sparks/animated/wistia-bam-spark-overview-step04.png"/></picture></span><span data-testid="title-tag" class="jsx-1848649093 TitleTag"><a class="jsx-1479137383 ChapterButton__link" href="/about/brand-affinity-marketing/step-four">Step 4</a></span></div><span data-testid="text" class="jsx-1708523578 TextCopy ChapterButton__description">Measuring resonance over reach</span></div></div><a class="Overview__arrow" href="#NextSection"><div class="jsx-2209005027 Overview__start-reading"><span class="jsx-2209005027">Start Reading</span><br class="jsx-2209005027"/></div><img src="https://images.ctfassets.net/j7pfe8y48ry3/XYmERQ2xVu3zahoE8tKuB/4bbc7182f45e34989e319b5733b273c5/image_7.1.svg" alt="" class="jsx-2209005027"/></a></div></div></div></div></div><div id="NextSection" class="jsx-1227617342"></div><div style="background-color:transparent" data-testid="band" class="jsx-3251239529 Band TitleSection TitleSection--light Band--light"><div class="Band__content"><h2 data-testid="title-tag" class="jsx-4217108279 TitleTag BandTitle">The Problem</h2><p data-testid="title-tag" class="jsx-880272370 TitleTag BandHeadline"><span><div class="jsx-3473929089 Spark"></div><div class="jsx-1564073951 Spark"></div></span>Digital advertising doesn't make people like you.</p></div></div><div class="jsx-1227617342 ReduceSplitPaddingTop"><div data-testid="split" class="jsx-1109999287 Split StickySection--left"><div data-testid="split-content" style="max-width:1300px;margin-left:auto;margin-right:auto" class="jsx-1109999287 Split__content"><div data-testid="split-left" class="jsx-1109999287 Split__panel Split__panel--left Split__panel--padded"><span style="display:inline-block" data-testid="wistia-video" class="jsx-3348195404 wistia_embed wistia_async_rvzcomjzhw hashedId=rvzcomjzhw preload=true seo=true videoFoam=true wmode=transparent"></span></div><div data-testid="split-right" class="jsx-1109999287 Split__panel Split__panel--right Split__panel--padded"><div style="background-color:transparent" data-testid="band" class="jsx-2388852221 Band Band--light"><div class="Band__content"><div class="BandBody"><p class="jsx-1227617342">Digital advertising is an amazing marketing tool. It can help you get your solution in front of audiences precisely when they're looking for it, and can be used to pique interest about a specific product or service.</p><p class="jsx-1227617342">But, it doesn't make people like you.</p><p class="jsx-1227617342">In 2025, when the world鈥檚 collective knowledge is available at our finger tips and the web is saturated with ads of all shapes and sizes (text, image, and video), users have become adept at mentally ignoring things they don鈥檛 want to see.</p><p class="jsx-1227617342">It's no longer the case that by exposing them to a compelling tagline or 10-second video upwards of seven times, customers will come to know and trust your company name.</p></div></div></div><div style="background-color:transparent" data-testid="band" class="jsx-3251239529 Band Band--light"><div class="Band__content"><h3 data-testid="title-tag" class="jsx-880272370 TitleTag BandHeadline">But it's how we tried to build brands.</h3><div class="BandBody"><p class="jsx-1227617342">This is the approach employed by most businesses looking to increase brand affinity鈥攃reate a few short, creative assets, pay Google and Facebook to provide as many small interactions with as many people as possible, then aim for love at first sight.</p><section class="jsx-3060957835 Panel"><div class="jsx-3060957835 Panel__title"><div class="jsx-3060957835 Panel__title-inner"><h2>Glossary</h2></div></div><div class="jsx-3060957835 Panel__body"><dl class="jsx-1227617342"><dt class="jsx-1227617342">Brand Affinity</dt><dd class="jsx-1227617342">The most enduring and valuable level of a relationship between a business and consumer based on the mutual belief that they share common values.</dd></dl></div></section><p class="jsx-1227617342">Of course, there is the exception that proves the rule. Occasionally, a campaign will hugely impact a company's reputation by going viral and achieving PR success, but these cost a fortune, and are one in a million.</p><p class="jsx-1227617342">The vast majority of advertising campaigns, however, have little genuine impact on the trust and affection people have for a business. To mask this problem, distribution platforms measure success with metrics like impressions, clicks, and views, giving trivial passing interactions the same weight as meaningful engagements. The number of impressions is not the number of people impressed.</p></div></div></div></div></div></div></div><div class="ScrollObserver"><div aria-hidden="true" class="jsx-3851874404 FancyPullQuote"><div style="background-color:#58b7fe" data-testid="background-image" class="jsx-1935891405 BackgroundImage Background"><img alt="" style="height:100%;position:absolute;top:0;visibility:hidden;width:100%" src="/static/images/playbook/tiles/01-blue-haring@2x.jpg"/><div class="jsx-3851874404 BlockQuoteWrapper"><blockquote class="jsx-3851874404"><span><div class="jsx-1222992840 Spark"></div><div class="jsx-2292745947 Spark"></div></span>The number of impressions is not the number of people impressed.</blockquote></div></div></div></div><div data-testid="split" class="jsx-1109999287 Split StickySection--left"><div data-testid="split-content" style="max-width:1300px;margin-left:auto;margin-right:auto" class="jsx-1109999287 Split__content"><div data-testid="split-left" class="jsx-1109999287 Split__panel Split__panel--left Split__panel--padded"><span style="display:inline-block" data-testid="wistia-video" class="jsx-3348195404 wistia_embed wistia_async_xdi3del8mi hashedId=xdi3del8mi preload=true seo=false videoFoam=true wmode=transparent"></span></div><div data-testid="split-right" class="jsx-1109999287 Split__panel Split__panel--right Split__panel--padded"><div style="background-color:transparent" data-testid="band" class="jsx-3251239529 Band Band--light"><div class="Band__content"><h3 data-testid="title-tag" class="jsx-880272370 TitleTag BandHeadline">Brand affinity is driven by advocacy, rather than awareness.</h3><div class="BandBody"><p class="jsx-1227617342">Almost all brand building activities are centered around increasing awareness, under the false assumption that awareness alone will increase affinity.</p><section class="jsx-3060957835 Panel"><div class="jsx-3060957835 Panel__title"><div class="jsx-3060957835 Panel__title-inner"><h2>Glossary</h2></div></div><div class="jsx-3060957835 Panel__body"><dl class="jsx-1227617342"><dt class="jsx-1227617342">Brand Awareness</dt><dd class="jsx-1227617342">The extent to which consumers are familiar with the distinctive qualities or images of a brand.</dd></dl></div></section><p class="jsx-1227617342">Focusing brand-building activities on awareness rarely leads to an audience of advocates or super fans. Think about it this way鈥攁wareness means someone knows of your brand, and affinity means someone likes your brand.</p><p class="jsx-1227617342">Our perceptions of companies are not based on how many times we've interacted with them in passing, but rather the depth of our personal experiences, and the experiences of those we trust.</p></div></div></div><div style="background-color:transparent" data-testid="band" class="jsx-3251239529 Band Band--light"><div class="Band__content"><h2 data-testid="title-tag" class="jsx-880272370 TitleTag BandHeadline">So we need a new way of building brands.</h2><div class="BandBody"><p class="jsx-1227617342">Your business will generate some brand advocates through a great product and stellar customer support. But word of mouth is not just driven by your most active and delighted customers, it's driven by anyone who has formed a strong opinion about you one way or another.</p><p class="jsx-1227617342">So to build a lasting brand in the modern world, we need a way to market to the circles of influence for our potential buyers and to positively dispose them to our offerings, turning our wider audiences into brand advocates.</p><p class="jsx-1227617342">And for individuals to become an advocate for a business, they need to feel connected to its purpose and personality.</p></div></div></div></div></div></div><div class="jsx-1227617342 ReduceBandPaddingTopBottom"><div style="background-color:white" data-testid="band" class="jsx-3251239529 Band TitleSection TitleSection--light Band--light"><div class="Band__content"><p data-testid="title-tag" class="jsx-4217108279 TitleTag BandTitle"><span><div class="jsx-789112525 Spark"></div><div class="jsx-2144382099 Spark"></div></span>The Solution</p><p data-testid="title-tag" class="jsx-880272370 TitleTag BandHeadline">Brand <em class="jsx-262926471">Affinity</em> Marketing</p></div></div></div><div style="background-color:transparent" data-testid="band" class="jsx-2388852221 Band Band--light"><div class="Band__content"><div class="BandBody" style="text-align:left"><p class="jsx-1227617342">Building brand affinity has become a necessary strategy for most successful businesses. In the past, brand affinity wasn't a category of marketing鈥攊nstead, it was a measurement that was associated with retention and the ability to get repeat purchases from customers.</p><p class="jsx-1227617342">With Brand Affinity Marketing, rather than forcing viewers to interact with the same ad over and over again, businesses invest in the creation and distribution of long-form, binge-worthy content. By nature, this content encourages viewers to spend more time with your brand, giving you the opportunity to make more personal connections with them. Just like with your product, you can only grow demand by delivering unique content to a focused audience that resonates with their core values and identities.</p><section class="jsx-3060957835 Panel"><div class="jsx-3060957835 Panel__title"><div class="jsx-3060957835 Panel__title-inner"><h2>Glossary</h2></div></div><div class="jsx-3060957835 Panel__body"><dl class="jsx-1227617342"><div class="jsx-1227617342"><dt class="jsx-1227617342">Brand Affinity Marketing:</dt><dd class="jsx-1227617342">An approach to marketing where businesses create and distribute binge-worthy content with the goal of positively impacting the overall sentiment, perception, and value of its brand.</dd></div><div class="jsx-1227617342"><dt class="jsx-1227617342">Binge-worthy:</dt><dd class="jsx-1227617342">Entertaining content that is so good consumers can't help but want to watch, listen, or read a lot of it in one sitting.</dd></div></dl></div></section></div></div></div><div class="jsx-3140930922 BlobSection"><header class="jsx-3140930922 BlobSection--fallback"><div class="jsx-3140930922 BlobSection__step"></div><div class="jsx-3140930922 BlobSection__subtitle">Watch now</div><p class="jsx-3140930922 BlobSection__lede">Dig deeper into why digital advertising has become less effective over time and why generating affinity is more important than awareness.</p></header><div class="jsx-3140930922 wrapper"><div class="jsx-3140930922 media-wrapper media-wrapper--left"><div class="jsx-1891622257"><div class="jsx-2900156873 Spark jsx-1891622257 DigDeeperBottomLeft"></div><div class="jsx-2900156873 Spark jsx-1891622257 DigDeeperTopRight"></div></div><div class="PopoverVideoLink"><button aria-label="Watch video" class="playButton"><div class="iconWrapper"><svg class="Icon IconPlaybookPlayButton" viewBox="0 0 124.5 80" xmlns="http://www.w3.org/2000/svg"><path class="playButtonBackground" d="m0 0h124.5v80h-124.5z" fill="currentColor"></path><path d="m50.57 57.91v-36l26 18z" fill="#fff"></path></svg></div></button><div class="wistia_embed wistia_async_7l9zivxgmf popover=true popoverContent=link stillUrl=data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAQAAAC1HAwCAAAAC0lEQVR42mNkYAAAAAYAAjCB0C8AAAAASUVORK5CYII= seo=false"></div></div><div class="video-wrapper video-wrapper-slvg0fu8ri"><span style="display:inline-block" data-testid="wistia-video" class="jsx-3348195404 wistia_embed wistia_async_slvg0fu8ri endVideoBehavior=loop hashedId=slvg0fu8ri seo=false videoFoam=true wmode=transparent"></span></div></div><svg viewBox="0 0 1600 840" xmlns="http://www.w3.org/2000/svg" class="jsx-3140930922 SectionDigDeeper"><defs class="jsx-3140930922"><style> @font-face { font-family: 'Walsheim SVG'; font-stretch: normal; font-weight: 700; src: url('/static/fonts/walsheim-bold.woff2') format("woff2"); } @font-face { font-family: 'Walsheim SVG'; font-stretch: condensed; font-weight: 700; src: url('/static/fonts/walsheim-condensed-bold.woff2') format("woff2"); } @media (max-width: 600px) { .SectionDigDeeper [data-name='Layer 1'] { fill: #229fff; } } text { fill: white; font-family: 'Walsheim SVG'; font-weight: 700; } text.title { font-size: 70px; line-height: 78px; } text.subtitle, text.step { font-size: 20px; font-stretch: condensed; letter-spacing: 1px; line-height: 32px; text-transform: uppercase; ; } text.lede { font-size: 32px; line-height: 42px; } text.emphasis { font-style: italic; } </style><pattern id="asset-c2b00762-1ea3-4912-b586-1b6195ee02a2" patternUnits="userSpaceOnUse" class="jsx-3140930922"><image x="0" y="0" class="jsx-3140930922"></image></pattern></defs><g data-name="Layer 2" class="jsx-3140930922"><g data-name="Layer 1"><path d="M462.37 165c106 0 324.13 88.48 324.13 255S639.31 675 461.43 675C319.5 675 276.5 529 276.5 459.91S301.53 165 462.37 165zM0 840h1600V0H0z" fill="#0691f2"></path><path d="M733.65 567c53.62 18 93.06 73.2-18 99-68.87 16-96.65-137.49 18-99z" fill="#d9bff3"></path><path d="M276.5 459.91c0-69.07 25-294.91 185.87-294.91 57.34 0 147.5 25.9 218.19 76 33.07-56.67 40.21-111.58 4.07-153-72.58-83.26-289-10-357 53s-87.45 142.12-161 220c-51 54-26.6 187 92 157q12.39-3.13 24.13-6.28a242.07 242.07 0 0 1-6.26-51.81z" fill="#fbde4b"></path><text class="subtitle" x="846" y="225">Watch now</text><text class="lede" x="846" y="278"><tspan x="846">Dig deeper into why digital</tspan><tspan dy="42" x="846">advertising has become less</tspan><tspan dy="42" x="846">effective over time and why</tspan><tspan dy="42" x="846">generating affinity is more</tspan><tspan dy="42" x="846">important than awareness.</tspan></text></g></g></svg></div></div><div data-testid="split" class="jsx-224145296 Split TitleSection--light Section--how"><h2 data-testid="title-tag" class="jsx-3847165606 TitleTag Split__headline">Here's how it works.</h2><div data-testid="split-content" style="max-width:1300px;margin-left:auto;margin-right:auto" class="jsx-224145296 Split__content"><div data-testid="split-left" class="jsx-224145296 Split__panel Split__panel--left Split__panel--padded"><div style="background-color:transparent" data-testid="band" class="jsx-2388852221 Band Band--light"><div class="Band__content"><h3 data-testid="title-tag" class="jsx-880272370 TitleTag BandHeadline Title--how">Businesses should create binge-worthy content that聽is:</h3></div></div></div><div data-testid="split-right" class="jsx-224145296 Split__panel Split__panel--right Split__panel--padded"><div style="background-color:transparent" data-testid="band" class="jsx-2388852221 Band Band--light"><div class="Band__content"><div class="BandBody"><ul class="jsx-1227617342 BAM-ul"><li class="jsx-1227617342"><div class="jsx-2900156873 Spark BAM__list--bullet"></div>Based on an original concept that only your business could create</li><li class="jsx-1227617342"><div class="jsx-2900156873 Spark BAM__list--bullet"></div>Focused on exploring a chosen theme, not your product or service</li><li class="jsx-1227617342"><div class="jsx-2900156873 Spark BAM__list--bullet"></div>Intentional and consistent with a release schedule and branding</li><li class="jsx-1227617342"><div class="jsx-2900156873 Spark BAM__list--bullet"></div>At least 10-15 minutes long, so that it can explore a topic or tell a story fully</li></ul></div></div></div></div></div></div><div style="background-color:white" data-testid="band" class="jsx-2388852221 Band Band--light"><div class="Band__content"><div class="BandBody" style="text-align:left"><p class="jsx-1227617342">In order to build brand affinity鈥攁nd therefore create a well-loved, notable brand鈥攂usinesses should create binge-worthy, long-form content that adds value to viewers' lives and doesn't just push them towards the next stage in the funnel. You can execute a Brand Affinity Marketing strategy with content like podcasts, books, a series of blog posts, and more, but the best way to build affinity is with binge-worthy, long-form video series. This type of content allows you to communicate more personally and engage with viewers through the most compelling medium that exists today鈥攙ideo.</p><p class="jsx-1227617342">This way of thinking used to be reserved for big brands with huge budgets, but now more than ever it鈥檚 critical that businesses start aiming for the goal of increasing brand affinity. For small to medium-sized businesses, investing in Brand Affinity Marketing is the key step in being able to cut through the noise, resonate deeply with your most loyal fans, and spread word of mouth, allowing you to effectively scale and grow an audience (and your business) over time.</p></div></div></div></main><nav class="jsx-2001137559 PlaybookFooterNav"><a data-test="prev" style="background:#229fff" class="jsx-2001137559 left" href="https://assets.ctfassets.net/j7pfe8y48ry3/IWAjNZTnADrCQkNQdETQc/bf41efd9a62b2c3bff3543e3fa73905c/brand-affinity-marketing-playbook.zip"><div class="arrowWrapper"><svg class="Icon down" viewBox="0 0 36 36"><path d="m16 32a16 16 0 1 0 -16-16 16 16 0 0 0 16 16z" fill="#fff"></path><g fill="none" stroke="#2a2d35" stroke-linecap="square" stroke-width="3"><path d="m18 11 5 5-5 5"></path><path d="m9 16h12"></path></g></svg></div><div class="content"><p class="heading">On the go</p>Download to your Kindle</div></a><a data-test="next" style="background:#174bd2" class="jsx-2001137559 right" href="/about/brand-affinity-marketing/step-one"><div class="content"><p class="heading">Step one</p>Finding a niche audience</div><div class="arrowWrapper"><svg class="Icon right" viewBox="0 0 36 36"><path d="m16 32a16 16 0 1 0 -16-16 16 16 0 0 0 16 16z" fill="#fff"></path><g fill="none" stroke="#2a2d35" stroke-linecap="square" stroke-width="3"><path d="m18 11 5 5-5 5"></path><path d="m9 16h12"></path></g></svg></div></a></nav></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"overviewArrow":{"__type":"asset","contentType":"image/svg+xml","description":"BAM overview icon","fileName":"image 7.1.svg","height":26,"id":"XYmERQ2xVu3zahoE8tKuB","size":12997,"title":"Bam overview start reading arrow","url":"https://images.ctfassets.net/j7pfe8y48ry3/XYmERQ2xVu3zahoE8tKuB/4bbc7182f45e34989e319b5733b273c5/image_7.1.svg","width":63},"ebook":{"__type":"asset","contentType":"application/zip","description":"Mobi + Epub + 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