IRRATIONAL ADVOCACY INDEX®

Quantify and optimize brand love

3 stages OF A PASSION BRAND

How purpose-driven marketers win

Passion brands don’t build community. They build cults, counter-cultures and crusades. The bar has been raised on customer satisfaction. Leading brands attain passionate fans who co-create the brand with online ratings, social media posting and irrational user-generated promotion. 

FREE WEBINAR: Daniel Cobb, CEO of DBA presents the “Irrational Advocacy Index” at the annual Rock Companies/Quicken Loans marketing summit.
 

WE NEED A NEW ADVOCACY SCORE

Beyond Net Promoter Scores and tracking consumers “likely to recommend,” the future will be built by companies who attain emotional brand equity, as measured by our Irrational Advocacy Index®.

Our findings show this phenomenon does not happen by accident, and yet it’s not beyond the control of a good brand management team. New research findings and emotionally intelligent technology provide insight to quantify and optimize passionate brand relationships. 

KEY FINDINGS: 

  1. Purpose-driven branding drives the highest level of brand engagement: Brand love.
  2. Brand love progresses in three achievable stages.
  3. Brand communities are built on “why” rather than “what” a brand does to exist.
See the Irrational Advocacy Index 2021 findings presented to the students at the University of Michigan at the following link:

PARTICIPATE IN OUR NEXT STUDY: 

Reach out to our research team if you would like to have your brand participate in the 2021 study or if you would like to create a custom study to learn more about how you can increase brand advocacy and co-creation for your organization.

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