Pandemic Proof: The Most Loved Brands of COVID-19
Since March of this year, the COVID-19 pandemic has forced millions of people to physically distance themselves from others, yet many feel closer to their loved ones than ever before.
When it comes to brands, consumers have forged relationships that could be just as meaningful. In fact, consumers demonstrated a 23% increase in the number of brands they have an emotional connection with—so what does this mean for brands?
The graphic above highlights data from MBLM’s Brand Intimacy COVID Study, which measures how emotionally connected consumers in the U.S. are to the brands they use, and how brands can benefit.
The Power of Love
While attracting eyeballs or increasing foot traffic may carry a lot of weight when it comes to determining the success of certain brands, the real metric that should be paid attention to is love.
Brands that nurture emotional bonds with their customers tend to outperform top companies listed on the S&P 500 and Fortune 500 in both revenue and profit. Not only that, but they can also build higher levels of trust, which in turn breeds a more loyal consumer base over time.
“The concept of brand intimacy is important for marketers because emotion has been proven to drive purchase decisions, and also long-term customer bonds.”
—MBLM Managing Partner, Mario Natarelli
As the global pandemic rages on, this idea has become more relevant than ever before. Consumers have been using their newfound time to deepen their relationship with brands, but who has managed to win their hearts?
Shared from Visual Capitalist.com
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