Vivisum recently conducted a self-funded research study to understand the personalities of major technology brands under the FAANG acronym: Facebook, Amazon, Apple, Netflix, and Google. Our team used this research to explore two main questions:  


  1. What personalities do consumers associate with each brand? 
  2. Which experiences are most influential in shaping brand perceptions?  


During this study, we discovered some fascinating insights about technology brand associations and their impact on user perceptions and engagement.  

The infographics below illustrate character archetypes we used in research, which are drawn from well-known screenwriting concepts, as well as our high-level findings 

Over the next few weeks, we’ll post our deepdive findings into user perceptions of each of the FAANG brands. Which brands are more like Yoda or Dory, and which resemble Darth Vader and Ursula? We hope that you find the insights as fascinating as we did! 


Patrick Brunell is an Director at Vivisum Partners.

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