Por que as pessoas amam produtos e marcas? O que sustenta esta paixão? Essas foram as duas questões principais feitos pelo Love Index 2016, estudo feito pela Accenture Interactive, em parceria com a Fjord.

1. A FRESH APPROACH TO MEASURING AFFINITY
TO PHYSICAL AND DIGITAL BRAND EXPERIENCES

2. 2
Traditional tools for
measuring consumer
attitudes toward brands are
becoming antiquated as
digital technologies take hold
of nearly every aspect of
daily life.
Accenture Interactive and
Fjord have created a way to
measure brand love,
accounting for business
disruption and rapidly
changing consumer
expectations.
Using our research-based
method, we can pin-point
what people love most about
their experiences with your
brand, and how to improve
areas where your brand may
lag.
1. 2. 3.
WHY AM I READING THIS?

3. 3
3
WE LIVE IN A CULTURE OF
LIQUID EXPECTATIONS,
WHERE EACH NEW AND AMAZING EXPERIENCE
BECOMES THE STANDARD TO WHICH ALL OTHERS
ARE COMPARED
‘IF I CAN PAY SEAMLESSLY WHEN I TAKE AN
UBER, WHY ISN’T IT THE SAME WHEN I
PURCHASE MY GROCERIES'
3

4. 4
YOU MUST BUILD
EXPERIENCES THAT
PEOPLE LOVE
IT’S NO LONGER
ENOUGH TO CREATE
SOMETHING THAT
PEOPLE LIKE.
4

5. 5
BUT LOVE IS COMPLEX.
HOW DO YOU DEFINE LOVE FOR
A BRAND EXPERIENCE?

6. 6
A TEAM FROM ACCENTURE
INTERACTIVE AND FJORD SET
OUT ON A JOURNEY TO
QUANTIFY LOVE,
ANSWERING 2 QUESTIONS…

7. 7
WHAT MAKES PEOPLE LOVE A BRAND
EXPERIENCE?
1.
…AND WHAT SUSTAINS THAT LOVE?
2.

8. 8
TO FIND OUT, WE EMBARKED ON
A TWO-YEAR RESEARCH STUDY
We started with qualitative
ethnographic studies across:
3 countries
U.S., U.K., and Brazil
4 industries
Retail, Hospitality,
Automotive, and Banking
6 brands per industry
We then conducted
quantitative global surveys of
27,000 respondents.
Using advanced statistical
techniques, we created an
algorithm explaining people’s
feelings toward brand
experiences.

9. 9
THE RESEARCH REVEALED 5 DIMENSIONS FOR
MEASURING CUSTOMERS' FEELINGS TOWARD A
BRAND EXPERIENCE
Holds people’s attention in
an entertaining way
FUN RELEVANT
Provides clear and
customized information
ENGAGING
Identifies with individual
needs and wants
SOCIAL
Connects people with each
other
HELPFUL
Is efficient, easy and
adapts over time
F R E S H

10. 10
THE LOVE INDEX PROVIDES A RELIABLE
AND REPEATABLE
EXPERIENCE-MEASURING SYSTEM
THE DIMENSIONS APPLY TO
ALL BRANDS,
PHYSICAL OR DIGITAL.

11. 11
KEY FINDINGS
Each industry has a unique
FRESH shape consistent across
every market.
Digital-only brands outperform
analog.
Brands have considerable
scope for differentiation across
one or more dimensions; The
Love Index shows where.
Four experience leaders are
setting the pace for business
performance across industries.
We will also reveal the most-
loved brand across the U.S.,
U.K., and Brazil.

12. 12
THE SHAPE OF INDUSTRY
Regardless of geography, each
industry, comprised of six prescribed
brands, has its own distinct shape
reflecting the dimensions people love
most.
But these brands and industry shapes
are traditional – crafted
by decades of experiences with
products and services.
As brands “stretch” themselves on
one or more dimension to
differentiate, their scores will rise and
create a new shape altogether - for
themselves and potentially their entire
industry.
In an era of disruption, existing
brands and start-ups will continue to
bring imaginative technologies,
services and experiences to market.
The driving force behind this
momentum is the shape of
opportunity.

13. 13
DIGITAL BRANDS
OUTPERFORM ANALOG
Digital giants – such as Google,
Fitbit, Amazon, and Netflix –
outperformed analog brands in the
three markets we studied.
Surprisingly, Walmart joined the high-
tech juggernauts, ranking #10 on the
top 10 list of most-loved brands
among U.S. respondents. It’s
important to note that Walmart’s high
digital scores led to its success.
These findings demonstrate the
embedded role technology plays in
our lives.
To remain relevant, traditional brands
must focus on building design-led,
user-centric and adaptive products,
services and experiences.

14. 14
U.S. MOST-LOVED BRANDS
#1 #2
#3
#4
#5
#6
#7
#8
#9
#10

15. 15
FUN RELEVANT ENGAGING SOCIAL HELPFUL
TOP 3 BRANDS
US
Apple
Microsoft
Netflix
Netflix
Sony
Microsoft
Fitbit
Amazon
Google
Apple
Fitbit
Amazon
Facebook
Apple
Microsoft
Amazon
Netflix
Fitbit

16. 16
EXPERIENCE LEADERS SET THE
PACE FOR OTHER BRANDS
The following companies garner
the most brand love for one or
more dimension:
Netflix: Fun
Amazon: Helpful
and Relevant
Apple: Engaging
Facebook: Social
Here again, we bring back the
idea of the shape of opportunity.
Experience leaders have the
power to affect how traditional
brands might choose to
innovate and differentiate
themselves according to
FRESH, and how emerging
start-ups might aim to further
disrupt business and society.

17. 17
RETAIL THERAPY:
HELPING PEOPLE

18. 18
4.0
6.0
8.0
10.0
Walmart Target Nordstrom
Best Buy Whole Amazon
U.S. RETAIL MARKET
Helpful, relevant, engaging: That’s why people love this
select group of retailers the most.
We think higher scores on Fun and Social are in sight,
given that so many people already turn to “retail
therapy” to lift their spirits, or spend time with family and
friends looking at the latest gadgets and fashions.
Brands that boost investments in Fun and Social
experiences, even online, could move away from the
pack, while new entrants could completely redefine what
these experiences mean.
Fun
Relevant
EngagingSocial
Helpful

19. 19
4.0
6.0
8.0
10.0
Walmart Target Nordstrom
Best Buy Whole Foods Amazon
U.S. RETAIL MARKET
Retail disruptor Amazon is an experience leader for Relevant
and Helpful. Compared with other brands, it ranks a bit higher
on Fun and scores similarly on Engaging and Social.
Respondents gave good marks for a large assortment of
products in one place, ratings, reviews and suggestions for
companion items.
Here again, Social and Fun are ripe for the taking. Who will
take the calculated risk?
The most innovative players will likely see fuller shopping
carts: Forrester projects that U.S.
e-commerce sales will exceed $500 billion by 2020.
Fun
Relevant
EngagingSocial
Helpful

20. 20
4.0
6.0
8.0
10.0
Walmart Target Nordstrom
Best Buy Whole Foods Amazon
Experience leaders
U.S. RETAIL MARKET
Netflix, Amazon, Apple and Facebook – our aforementioned
experience leaders – are changing expectations for all other
products and services.
For example, if people love Apple because its hardware and
software serve their individual needs, then they expect every
other brand experience to do so, too.
We call standard setting across industries “liquid expectations.”
Fun
Relevant
EngagingSocial
Helpful

21. 21
HOSPITALITY:
DESIGN DESTINATIONS
WIN HEARTS

22. 22
4.0
6.0
8.0
10.0
Marriott Hilton W
Holiday Inn Wyndham
U.S. HOSPITALITY MARKET
The W, known for its attention to design, premier
locations and amenities, such as Bliss spas, is the clear
winner in hospitality. It is far surpassing the other brands
in Fun and Social, a result of the brand’s lobbies, bars
and restaurants favored by jet-setting millennials and
Gen Xers.
We believe other hotels could win big by capitalizing on
their gathering places, too. Fun and Social, after all,
create both brand buzz and enjoyable getaways for
guests.
The key to both aesthetic and functional design is an
understanding of customer journeys and a commitment
to connecting people better once they arrive.
Fun
Relevant
EngagingSocial
Helpful

23. 23
4.0
6.0
8.0
10.0
Marriott Hilton W
Holiday Inn Wyndham AirBnb
U.S. HOSPITALITY MARKET
In contrast to other industries, the disruptor, Airbnb, does not
outperform the traditional players.
The community marketplace scores the same as The W on
Helpful, Relevant and Social. But it lags on Engaging and even
more so on Fun because it cannot offer on-site experiences
like The W.
That said, Airbnb does surpass the other hotel brands on
Social because its 60 million customers feel a connection to
peers and places.
The industry as a whole has much to ponder as it modernizes
the idea of a destination.
Fun
Relevant
EngagingSocial
Helpful

24. 24
4.0
6.0
8.0
10.0
Marriott Hilton W
Holiday Inn Wyndham Experience leaders
U.S. HOSPITALITY MARKET
Comparing hotels to experience leaders sheds further
light on the many opportunities for new services in this
sector.
The leaders on this chart are solely digital, except for
Apple, whose stores are a gathering place in their own
right. Moreover, Genius Bars – where people go to
manage and simplify their digital lives – have a unique
power to connect.
Hotels and future disruptors might look to Apple for on-
site inspiration (a genius concierge, anyone?). They
might also mirror – and aim to surpass – the
experiences offered by the most-loved shopping and
entertainment brands.
Fun
Relevant
EngagingSocial
Helpful

25. 25
BANKS:
MAKING MONEY FUN

26. 26
U.S. BANKING MARKET
Fun Money. As children, we relished in the joy of playing with it. For
adults, it’s a serious matter – often a source of worry.
Such attitudes help to explain why people don’t particularly like banking
experiences. Here’s the good news: As money also funds dreams, we
believe banks have an opportunity to let their hair down – to excite
people about their life journey.
In an industry most associated with Helpful and Relevant, Capital One –
a traditional brand in our set – leads the pack on all dimensions.
Likewise, its on-premise services point upward toward Fun.
Our research indicates that Capital One delivers on its brand promise,
expressed so well in a series of ad campaigns starring Spike Lee,
Charles Barkley and Samuel Jackson. Barkley’s search for a “fresh”
nickname is a surprising coincidence, while the guys’ parody of “Escape
(the Piña Colada Song)” is “good-humored fun,” says Ad Age/Creativity.
4.0
6.0
8.0
10.0
Citi Bank of America
Wells Fargo Chase
Capital One
Fun
Relevant
EngagingSocial
Helpful

27. 27
4.0
6.0
8.0
10.0
Citi Bank of America
Wells Fargo Chase
Capital One Rocket Mortgage
U.S. BANKING MARKET
Meanwhile Rocket Mortgage – the disruptor – significantly beats the
others on Engaging and has double the scores on Fun and Social.
As banks react to disruption from Rocket Mortgage and fin-tech start-
ups, one lesson is clear: Products are less important than people.
In fact, complementary Fjord research has identified four types of
banking customers: achievers, balancers, experiences, and explorers. If
banks don’t change their own mindsets, they risk losing $4.7 billion in
revenue, according to Goldman Sachs Global Investment Research.
For more information on this topic, check out our Financial Mindsets
study.
Fun
Relevant
EngagingSocial
Helpful

28. 28
4.0
6.0
8.0
10.0
Citi Bank of America
Wells Fargo Chase
Capital One Experience leaders
U.S. BANKING MARKET
As with the other verticals, liquid expectations mean banks not only
compete with each other but also myriad other firms working to earn
affection.
How can applying for a loan be as seamless as tracking an Amazon
order? How can a bank’s service be as immersive and engaging as,
say, iTunes? Could banks tailor options as well as Netflix to make
money Fun?
These are the questions banks must answer if they’re to protect and
grow their market position.
Fun
Relevant
EngagingSocial
Helpful

29. 29
THE AUTO INDUSTRY TAKES
THE OPEN ROAD…
TO SILICON VALLEY

30. 30
4.0
6.0
8.0
10.0
Ford BMW Lincoln Chrysler Dodge
U.S. AUTOMOTIVE MARKET
Ford, BMW, Chrysler, Dodge – iconic, global brands earning the
most consumer affection for Relevant, Engaging and Helpful.
Fair enough, cars get drivers where they need to go.
We were surprised to learn that this industry scores lower on Fun
and Social, given that drivers often have passengers with whom
they tell tales, sing songs, and head for vacation. Heck, even the
aforementioned Capital One ads feature men in a car having a
hilarious time.
What can auto brands do to help people connect better with each
other? As cars become more digitally powered – more
connected to the home and other devices – the industry may, as
a direct result, win more hearts as people buckle up.
Fun
Relevant
EngagingSocial
Helpful

31. 31
4.0
6.0
8.0
10.0
Ford BMW Lincoln
Chrysler Dodge Tesla
U.S. AUTOMOTIVE MARKET
But despite the hype around auto disruptor Tesla, BMW is the most-
loved car brand in our study. The German carmaker – synonymous with
luxury and performance – matches Tesla on all FRESH dimensions.
Disruption is coming from everywhere, including strategic partnerships
with Silicon Valley: BMW CEO Harald Krüger plans to have an all-digital
“iNext” model ready for 2021, with safety and privacy his top priorities.
For its part, Ford expects to have a fully autonomous vehicle in 2021 for
ride-hailing and -sharing.
Meanwhile, Google, one of our study’s most-loved brands, is partnering
with Chrysler to build self-driving minivans.
Apple – another of our respondents’ most-loved digital brands and the
experience leader for Engaging – is making fast advances, too. The
rumor mill about “Project Titan” is working overtime, according to
digitaltrends.com.
Fun
Relevant
EngagingSocial
Helpful

32. 32
4.0
6.0
8.0
10.0
Ford BMW
Lincoln Chrysler
Dodge Experience leaders
U.S. AUTOMOTIVE MARKET
As this chart shows, car brands are following Apple’s lead, but
they lag on Fun (Netflix) Relevant and Helpful (Amazon), and
Social (Facebook).
As they head to Silicon Valley, it would be natural for these
brands to learn from companies outside their vertical. Mobile
apps, in-car entertainment and artificial intelligence are all
methods for selling consumers on the benefits of next-
generation and self-driving cars.
Fun
Relevant
EngagingSocial
Helpful

33. 33
OUR FINAL FINDING
(DRUM ROLL, PLEASE)

34. 34
NETFLIX IS THE MOST LOVED
BRAND ACROSS THE 3 MARKETS

35. 35
NETFLIX IS THE MOST LOVED BRAND
ACROSS THE 3 MARKETS
Netflix came out as the most-loved brand
in the study – it’s setting the pace for
other companies regardless of industry.
The streaming service has reshaped the
way people consume content. It disrupted
TV viewing, cinema going, storytelling,
pop culture…
Whether they like it or not, other brands,
independent of their industry, will be
measured against the experience Netflix
is providing to its consumers. Liquid
expectations are fully at play.
Netflix operates in most major markets in
the world – (but not China, yet). It has 75
million customers who streamed 42.5
billion hours of content last year. In an era
of attention deficits, Netflix captivates the
world in 20 languages.
According to The Love Index, the
company is the most fun-brand in the
three countries we studied, taking 1st, 2nd
or 3rd for every other dimension as well.

36. 36
THAT SAID,
HOW CAN
THE LOVE INDEX
HELP YOU?

37. 37
GIVEN THE COMPLEXITY OF TODAY’S BUSINESS CLIMATE,
CATCHING UP WITH EXPERIENCE LEADERS
WON’T BE EASY.
BUT IT CAN BE DONE.

38. 38
ACCENTURE INTERACTIVE
& FJORD
HAVE THE EXPERTISE
TO TRANSFORM EXPERIENCES
AND INCREASE BRAND LOVE.

39. 39
AS BUSINESS STRATEGISTS
AND DESIGNERS,
WE CREATE DELIGHTFUL
EXPERIENCES THAT FEEL
INTUITIVE AND PERSONAL,
THROUGHOUT EVERY STEP
OF THE CUSTOMER JOURNEY

40. 40
THROUGH THE LOVE INDEX’S
MULTIDIMENSIONAL APPROACH,
WE GAIN A DEEP UNDERSTANDING OF HOW
DAILY LIFE AFFECTS PEOPLE’S RELATIONSHIPS
WITH BRANDS.
WE DESIGN ON THEIR TERMS,
IN THEIR LANGAUGE.

41. 41
Identify the target user groups who interact with your brand.
Run a quantitative study to assess these group’s experiences with your brand.
Compare your brand’s scores to those across a range of industries and countries,
using our annual Love Index benchmark scores.
Run a collaborative workshop with you to present findings, synthesize what we’ve
discovered and generate insights.
OUR PROCESS STARTS BY
DIAGNOSING YOUR BRAND
Provide design recommendations to capitalize on what people love most about your
brand and address what you can do differently to surprise and delight.
DIAGNOSE
NEXT STEPS

42. THANK YOU
Get in touch with Cupid if you’d like more information:
cupid@fjordnet.com