While some companies have products people simply buy, others have created brands people identify with, internalize, and advocate for—sometimes to the point where they’ll even tattoo a logo on their arm. These are next-level relationships, and what we at Oath call brand love. We recently conducted a comprehensive study, tapping 150,000 consumers across 13 markets, 10 industry verticals, and all demographics to get at the heart of brand love. Oath identified six key drivers that build brands people love. Join us to get to know more about our Brand Love Index

1. The Science Behind
Brand Love
Savage Marketing – June 13th
Aurélie Gritun

2. 2

4. Love builds
brands.

5. More love means more growth
+32%
+110%
+192%
LOW
LOVE
MEDIUM
LOVE
HIGH
LOVE
12 years of brand growth,
from BrandZ’s Most Valuable Brands

6. 6
Love builds brands.
What builds love?

7. 150K
MARKETS
13 10
CONSUMERS INDUSTRY
VERTICALS
The study

8. A new perspective
on Brand Love
Actionable
We offer specific actions marketers can make to
build more meaningful connections with consumers
Relevant
We focused on brand love in today’s cultural
consumer climate.
Comprehensive
We studied the dozens of elements that go into the
brand experience, rather than one singular focus.
Universal
Our research was global and across industry, giving us a
universal perspective.

9. Understanding
brand love means
you can act on it
Exceed needs
Builds trust
Set trends
Share values
Elevate experiences
Respect consumers

10. Exceeds Needs
30%

11. 11
Outperform and
overdeliver
Don’t rely on emotion alone. Break
through the clutter by bringing the best
in quality, performance and design.

12. 12
on our
mobile phone

14. Sets trends
18%

15. 15
Rethink,
reinvent, repeat
Innovation doesn’t stop at your
product or service. Reinvent every
touchpoint with consumers.

16. Transform every moment
6:00 AM
9:00 AM
12:00 PM
3:00 PM
6:00 PM
9:00 PM
12:00 AM

18. Builds trust
20%

19. 19
Make it
personal
There’s no love without trust, and the
strongest path to building trust is to
personalize the experience.

20. 20
The power of mobile
81%67%
1 mobile touchpoint 3+ mobile touchpoints
deeper trust for the branddeeper trust for the brand

22. Shares values
12%

23. 23
Take a stand
Show consumers what you stand for.
Values-led brands attract people who
believe what they believe.

24. Consumers demand action
from brands
Treatment of
employees
Equality &
diversity
Closing
gender
pay gap
Women in
leadership
Environmental
sustainability
LGBTQ
rights
Cultural
Openness
Political party
alignment
77%
68% 67% 66%
62% 61%
48% 48%
33%
Immigration
GLOBAL AVG

26. Elevates experiences
9%

27. 27
Make extraordinary
the every day
Set the standard on memorable, immersive
experiences. Consumers are more willing to
love, and forgive, brands that do.

29. Respect consumers
11%

30. 30
Mind the
flow
Love grows when brands integrate into a
consumer’s life, especially on mobile.
Show respect for their time and
experience.

31. Viewers
demand
more controlBy 2020, 200 million US consumers will use a connected TV
device at least once a month to stream video
CTV landscape
71%
of consumers want
ads tailored to their
preferences
61%
of consumers don’t
mind branded content
if it’s entertaining
Source: AOL Omnibus Survey; eMarketer, July 2017
Consumers demand
relevant and personalized
experiences

33. Exceeds Needs
30%
Respect consumers
11%
Elevates experiences
9%
Shares values
12%
Builds trust
20%
Sets trends
18%

34. Finance & Insurance Autos Retail
+19%
shares values
+156%
elevate experiences
+25%
exceed needs
Travel
+53%
respect consumers

35. love.com