New insights highlight how marketers can win the hearts and minds of
their consumers
Company Website:
https://www.oath.com/
NEW YORK -- (Business Wire)
Oath, a subsidiary of Verizon (NYSE, Nasdaq: VZ) today introduced the
first Brand
Love Index, a new research study revealing key factors that drive
consumers to love brands. Oath worked with Kantar Consulting, a division
of Kantar, one of the world's leading research, data and insight
companies, to analyze data from more than 150,000 consumers across 13
countries, to define six drivers of brand love that span industries,
age, gender and nationality, with results of what actually moves
consumers.
“Building a successful brand is more complex than ever, but it’s clear
that love is the most important ingredient to creating long term
affinity and ultimately driving sales,” said John DeVine, Chief Revenue
Officer, Oath. “At Oath, we’re passionate about building brands people
love and insights from our new Brand Love Index will help our global
partners adapt their strategies to create more meaningful connections
and deliver on what consumers really want. We are excited to work with
our advertising partners to determine their brand love score, a
proprietary metric derived from the Brand Love Index, to help ensure
their marketing campaigns and messages are impacting it, in addition to
driving awareness and purchase intent.”
What Drives Brand Love
There are six key drivers of brand love, and a brand can be measured by
how well it exceeds needs, sets trends, shares values, builds trust,
elevates experiences, and respects consumers. By analyzing these
drivers, the Brand Love Index revealed the following insights to help
marketers build brand love:
1.Outperform and overdeliver.
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Consumers follow their hearts, but only to a point. How a product
works and what it does is more important than feelings alone, in every
industry. A brand's ability to exceed needs by doing something no
other brand does, or doing it better, is the strongest driver (30%) of
brand love globally.
-
Mobile brands win: the majority of U.S. consumers (60%) had at least
one mobile touchpoint with their favorite brand in the last year,
creating higher brand affinity and better response to ads.
- What brands can do:Go beyond standard mobile ad units
and create immersive AR ads that let consumers try out their products.
2.Take a stand.
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People want to be seen using brands that share their values
(representing 12% of brand love globally). In the U.S. however, this
drives 14% of brand love, more than almost anywhere in the world.
-
62% of U.S. consumers expect brands they love to publicly support
equality and diversity, but only 25% want them to publicly support a
political party.
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59% of U.S. Millennials think it’s important that a brand supports
women in leadership and closing the gender pay gap, compared to less
than half of Baby Boomers (49%).
- What brands can do:Speak out and use the power of
storytelling through high quality branded content to make it clear
what your brand stands for and connect with consumers that share your
values.
3.Rethink, reinvent, repeat.
-
Brands don’t have to be in an innovation-obsessed industry for
consumers to expect them to set trends -- this drives 18% of brand
love globally.
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Setting trends is more important for entertainment and news and media
brands (19% and 18% of their brand love scores respectively in the
U.S.) than for any other industry, including tech and retail.
-
Plus, consumers are willing to go out of their way for--and even
forgive--brands that innovate in order to elevate experiences. This
drives 9% of brand love globally and is key to brand loyalty.
- What brands can do:Create new experiences including VR,
360 video, and live content to bring their products to life in ways
that consumers haven't seen before.
4.Make it personal.
-
There’s no love without trust. Trust represents 20% of brand love
around the world and is the highest indicator of brand loyalty and
admiration.
-
U.S. consumers who have at least one mobile touchpoint with a brand
are 67% more likely to trust that brand to use their personal data.
-
GenXers and Boomers place a higher priority on trust (23% of the total
contribution to brand love) -- that’s 31% higher than Millennials in
the U.S.
- What brands can do:Ensure ads appear next to content
that matches brand and consumer values, and lean on data to get a
complete picture of how their consumer acts across devices in order to
build trust.
5.Act their age.
-
Millennials worship innovation, and it’s no surprise their love is
most influenced by setting trends (20% of their love score globally).
-
U.S. Millennials are twice as likely to expect brands to take a stand
on social issues, compared to Baby Boomers.
-
Don’t forget Boomers on mobile. 40% of Boomers in the U.S. report at
least one mobile touchpoint with their favorite brands.
- What brands can do:Use native ads for advanced
targeting, including cross-device, to tailor their message based on
who is seeing the ad and where.
Brands Building Love
Based on the Brand Love Index, these are a few examples of brands
successfully building brand love among US consumers. FedEx
delivers when it comes to exceeding needs, beating the next brand by
almost 10 points. Apple is the poster child for trendsetting in
the tech category, and Disney Resorts scores highly for the
travel vertical. Nike is loved for sharing values, one of the top
five brands overall. Visa knows that the way to build love is to
build trust, and they score more than 15 points higher than the next
brand and 30 points higher than the category average. And Dove is
among the most loved health and beauty brands, with the strongest score
in respecting consumers, 59% higher than the category average.
Oath’s Brand Love Index brings a new perspective by unpacking the
drivers of brand love, relevant in today’s landscape, universal (across
age, gender, race and nationalities) and actionable. Quantitative and
qualitative consumer research and analysis was completed in Q4 2017 to
create Oath’s proprietary brand love score, which was applied to the
BrandZ Database from WPP and Kantar Millward Brown, with a sample size
of 159,600 across the US, Australia, Brazil, Canada, France, Germany,
Hong Kong, Italy, Japan, Singapore, Spain, Taiwan, and the UK. To learn
more, visit www.love.com.
About Oath
Oath, a subsidiary of Verizon, is a values-led company committed to
building brands people love. We reach one billion people around the
world with a dynamic house of media and technology brands. A global
leader in digital and mobile, Oath is shaping the future of media. For
more on Oath, visit www.oath.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20180108006337/en/
Contacts:
Oath
Julie Nicholson, 917-471-0325
jnich@oath.com
Source: Oath
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