Report: 50 of the Top U.S. Brands Ranked by Emotional Connection
Jul. 31, 2018
CHICAGO--(BUSINESS WIRE)--Jul 31, 2018--Motista ( www.motista.com ), the pioneer of Predictive Emotional Connection Intelligence solutions, today released new data comparing the Emotional Connection rankings of 50 of the top brands in the U.S.
In its report, “ Ranking Emotional Connection: A Look at 50 of the Top U.S. Brands,” Motista assessed over 250,000 U.S. consumers and analyzed to what extent they were emotionally connected with these brands. Each brand was given an Emotional Connection Score ®, which is a predictive metric that measures the degree to which a consumer connects their values, desires, and/or aspirations to a brand. The higher the score, the greater the percentage of customers that connect emotionally to that brand. Additionally, the Emotional Connection Score ® exceeds other measurement methods, like CSAT, NPS, and Brand Health in predicting the financial growth opportunity of a brand.
Here are the top five emotionally connected brands based on this study:BMW with a score of 60 percent, Disney comes in second at 49 percent, Marriott leads the travel and leisure category of analyzed brands with a score of 48 percent, Panera Bread scores at the top of the quick service restaurant category with 46 percent, and Wynn Resorts completes the top five coming in a close second in the travel and leisure category at 46 percent.
The commonality found amongst the top five is their relentless pursuit to deliver a consistent customer experience, motivating the precise emotions that determine a customer’s behavior. Emotional Connection is the most predictive driving force behind brand purchasing decisions and the long-term loyalty of consumers. Increasing a brand’s emotionally connected consumers by one percent, on average, equates to an increase in revenue upwards of $85 million, dependent upon the brand and industry.
“While retail and ecommerce brands comprise more than half of the brands ranked on this list, many of these companies still need to better target their emotionally connected customers and work to identify prospects with a predisposition for Emotional Connection in order to reach their full potential in revenue growth," said Michael Mathias, president of Motista. “If brands don’t activate Emotional Connection, they will continue to lose the battle with larger online retailers like Amazon and Walmart.”
Yet, even with solid pricing structures and convenience strategies, Amazon and Walmart still are not achieving a strong showing in Emotional Connection with rankings of 18 percent and 17 percent respectively, which means they are also leaving potential revenue on the table.
Rounding out the bottom five brands ranked in this study, Tylenol, tying Walmart, has an Emotional Connection Score ® of 17 percent; Home Depot comes in at 15 percent; Chevron with 12 percent; and Overstock at 10 percent. These findings illustrate how merchandising, convenience, and seemingly minimal cross-channel experience strategies for consumers have been commoditized. These brands are missing the mark on identifying the precise emotions that align with the behaviors that drive the most profitable growth.
Download the full report “ Ranking Emotional Connection: A Look at 50 of the Top U.S. Brands ” here. To find out how Motista can help you acquire and retain consumers with the highest lifetime value via a scalable, strategic, people-based activation playbook, which includes cross-media usage, creative messaging elements, and consultative services, please contact Motista at email@example.com.
Motista, the pioneer of predictive Emotional Connection Intelligence, enables Fortune 1000 business leaders to accelerate customer and financial growth by activating Emotional Connection. Motista provides Emotional Connection targeting solutions for acquiring and growing your most valuable customers. Based on proprietary data assets, we identify the actual people most predisposed to becoming emotionally connected with your brand. We then help you activate them across channels and campaigns to boost conversion and accelerate growth. Learn more at www.motista.com or call 650-204-7976.
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Celine deCourson, 818-995-8127
KEYWORD: UNITED STATES NORTH AMERICA ILLINOIS
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