A free association survey was conducted, asking individuals a single rote question to standardise results, “What is the first word or phrase you think of when you see this?” Each of 33 respondents was then shown an image of the Netflix logo. Results are as follows:

  1. Easy / Simple / etc
  1. House of Cards
  1. Binge / Binging / etc
  1. Master of None
  1. Finals / Procrastination / etc
  1. TV / Television
  1. Entertainment / Fun / etc
  1. Movies / Films / etc

The Art of the Binge

Netflix, positioned as passion brand, is about giving users what they want. It's curated content, delivered freely, with as few restrictions as possible. Using the qualitative research information above, we know that their brand position in the market is not only strong, but growing. Most viewers associate Netflix either with some quality of ease of use or with the content. Knowing this, it makes sense for Netflix to continue pushing the content above the brand name, much like a traditional TV network. The shows drive the viewers, as illuminated by Orson Welles:

I hate television. I hate it as much as peanuts. But I can't stop eating peanuts.

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