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.

PARTICIPATE IN OUR NEXT STUDY:

Reach out to our research team if you would like to have your brand participate in the 2023 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.