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.

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.

‍