Here, we revisit key laws of marketing espoused by Byron Sharp and his colleagues at the Ehrenberg-Bass Institute and highlight a few perhaps surprising but decidedly most-loved brands to demonstrate the role love plays in driving business growth, and the potential all brands have for fostering such high-value relationships with today’s consumers.Įach of Morning Consult’s biggest gainers satisfied some combination of rational (groceries without leaving home) and emotional needs (self-care and stress relief) in the context of evolving use cases brought about by the pandemic, which led people to consider them as options. But even amid turmoil in consumers’ professional, personal and financial lives, many of the rules of brand growth - and the power of brand love - remain in place despite buckling economies and the scourge of a global health crisis. This year’s top brands range from those that have always been there for us to industry disruptors changing the way we live, work, and entertain ourselves. Four metrics comprise this index: favorability, trust, community impact, and NPS scores combine to indicate consumers’ positive sentiment, loyalty and key perceptions toward brands.

If people loved something, they would be loyal beyond reason, beyond price, beyond recession.” Brand growth, and in turn business growth, would come from not only extending reach but also from “deepening the feeling.”īuilding on years of tracking Brand Love and set against the backdrop of a global pandemic, Morning Consult recently released its latest edition of Most Loved Brands, which ranks top performers on the Brand Love Index. Nearly a decade ago, Kevin Roberts of Lovemarks fame predicted that “the future would be won on relationships, not just transactions.

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