Consumer’s Love Brands That They Feel Emotionally Connected To

We have been saying for years that deep emotional connections are what drive a brand’s success with consumers and it looks like insights firm APCO Worldwide agrees. They have published new research listing the 100 Most Loved Companies.

“The best brands are those that build a strong, enduring emotional attachment with consumers,” said Bryan Dumont, president of APCO Insight, in a news release. “In addition to acting as a highly predictive tool for consumers’ purchase choices, the Emotional Linking model has proven to be an excellent way to help companies retool their campaigns to build stronger emotional attachments between their key audiences and their brands.”

Similar to the criterion we use maintaining the Brand Vitality Index™, APCO formed it’s listing by categorizing consumer’s emotions to a Brand. There are eight categories: Understanding, Approachability, Relevance, Admiration, Curiosity, Identification, Empowerment and Pride.

It’s good to see that some forward thinkers are out there considering the effectiveness of building deep emotional connections between brand’s and their consumers. We see it happen everyday with all of our client’s but sometimes it’s easy to forget that there are so many brands out there that haven’t realized the power of experiential marketing to unlock growth and lower the costs of customer acquisition. So take a look at the report from APCO and the article on Bull Dog Reporter (linked below) and let us know which brands are on your list of “most loved”.


From’s Daily’ Dog: Emotional PR: Disney, Yahoo and Google Top APCO Insight’s List of 100 Most Loved Companies—APCO Insight Measures Consumers’ Emotional Attachment to Brands