Love builds brands. What builds love?
We got 150,000 consumers in 13 countries to reveal what makes them love their most-loved brands. These top six takeaways will lead your brand to love's door.
The six drivers of brand love
100% of brand love is driven by six brand behaviors that hold up across industries and generations.
Drives a larger amount of brand love than any other behavior—32%. Do something no other brand does, or do it better. Give consumers what they want before they ask.
The second biggest driver of brand love in most industries and markets, making up 24% of brand love in Canada. Goes hand in hand with brand loyalty and admiration. Get personal with customized experiences that build a foundation of trust.
Drives 15% of brand love. Innovation doesn’t stop at your product. Rethink every touchpoint with consumers.
Drives 13% of brand love in Canada. Establish your core beliefs, act on them to make the world better and make it a part of your message to create an emotional connection with your consumer. It’s equally important to all generations.
Drives 9% of brand love. Consistently demonstrate fairness and reliability. Address public scandals head on. Love works both ways, and brand love is no exception.
Drives 7% of brand love and is key to brand loyalty. Consumers are willing to go out of their way for, and give second chances to, brands that do this well. Make every interaction more creative, more thoughtful, more impactful.
Expectations by industry
Put the "good" in goods
More than other categories, people expect packaged goods to share their values. 71% of consumers expect CPG brands to actively support environmental causes. Align with your consumers' values, and the love will grow.
Raise the standard, retailers
Love for retail comes when you exceed people's needs — more than in any other category. With people spending 5+ hours a day on their phones, those needs include mobile. The entire shopping experience has to be seamless and personal, from the screen to the store.
Drive love with relationships
Cars are all about the journey. The buyer experience means 2x more to brand love in the auto industry than anywhere else. That's why the best auto brands build individual relationships, target with premium experiences and get very, very personal.
Put everything into innovation
In finance, people are bullish on function and trust and bearish on trends and experiences. But this represents a big opportunity. Finance brands can build love by focusing on innovation. Push the way you engage with customers through your product, and things will start looking up.
Go above and beyond for passengers
What makes travel unique is the importance of respecting people. It's 2x more important here than in other industries. This means that a brand with a strong persona will take a backseat to brands that deliver on personal, consumer-first relationships. So give that guy in coach an extra bag of snacks. It might pay off.
Let's make some brand love
Reach out for a closer look at our research and how these insights can fuel your strategy.