How The Top 100 Brands Build Loyalty In A Skeptical World: Today's consumers are in charge of the ads they see – and the brands they choose to let into their world. Their friends are generating hundreds of interesting and compelling posts a day and commanding their attention.
For marketers who assume they can join the conversation, the question is not just how to get some of this attention. It’s how to give it. Even though the game has changed, many brands still play by the old rules – assuming that consumers want to welcome their messaging. Yet other brands easily build authentic connectivity and lead consumers through the purchase funnel to loyalty.
When Creative Agency Moosylvania’s Owner, Norty Cohen, opened his own research facility six years ago, his team set out to answer the question, “How and Why Do Consumers Adopt Brands?” The author’s team asked the write-in question, “Name Your Three Favorite Brands,” a total of 5,000 times over a five-year period. Given the responses, the Moosylvania team probed into how and why they became their favorites.
In this entertaining and informative journey, consumer responses match up to case studies, key findings and interviews with top brands. The study reveals a new approach – asserting that brand participation is the X factor to building loyalty.
For five years, "The Top 100 Brands Report" has been featured in The New York Times, Forbes, Entrepreneur and Business Insider.
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Originality Only Happens Once
Consumers are pretty good at knowing when they have an original idea to share. Or if they can get credit for being the first to share yours. But either way, their level of discernment grows more every day.
First Things First: Earn Their Attention
When I'm in the room with a group, I love to ask when was the last time they put up a post and took it down. Then I ask why. The answer is always something like, “I was politically incorrect.” Or, “I didn’t look good in the photo.” Finally; the cold hard truth comes out. “Only a few people liked my post.” So that’s the filter.
Consumers know a good ideas from a bad one. They know an original idea from a me-too. And there are more new ones coming out every day. So just like you need to go to the gym, you need to study ideas to keep your creativity in shape.
Make Me Look Good, Make Me Feel Good, Keep Me Entertained
After our first year of talking to consumers, we got introspective and wondered if we had been asking the wrong questions. Our research partner suggested that we do some focus groups to understand, in their own words, what is important to them.
We started with an empty white board and let them tell us. Later we went back and ranked the characteristics with larger groups.
Make Me Look Good: Build Their Brand To Win
We also started analyzing engagement by categories. We asked about what was holding their interests. Where did they spend their time?; We saw that categories differed by engagement.
In Other Words, They Like What They Like.
We were particularly interested what had lost badge value to consumers. What we saw was that apparel and entertainment had the most engagement. But Why?
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