Market Overview

Report: 50 of the Top U.S. Brands Ranked by Emotional Connection


Motista (,
the pioneer of Predictive Emotional Connection Intelligence solutions,
today released new data comparing the Emotional Connection rankings of
50 of the top brands in the U.S.

In its report, "Ranking
Emotional Connection: A Look at 50 of the Top U.S. Brands
," Motista
assessed over 250,000 U.S. consumers and analyzed to what extent they
were emotionally connected with these brands. Each brand was given an
Emotional Connection Score®, which is a predictive metric
that measures the degree to which a consumer connects their values,
desires, and/or aspirations to a brand. The higher the score, the
greater the percentage of customers that connect emotionally to that
brand. Additionally, the Emotional Connection Score® exceeds
other measurement methods, like CSAT, NPS, and Brand Health in
predicting the financial growth opportunity of a brand.

Here are the top five emotionally connected brands based on this study:

  • BMW with a score of 60 percent,
  • Disney comes in second at 49 percent,
  • Marriott leads the travel and leisure category of analyzed brands with
    a score of 48 percent,
  • Panera Bread scores at the top of the quick service restaurant
    category with 46 percent, and
  • Wynn Resorts completes the top five coming in a close second in the
    travel and leisure category at 46 percent.

The commonality found amongst the top five is their relentless pursuit
to deliver a consistent customer experience, motivating the precise
emotions that determine a customer's behavior. Emotional Connection is
the most predictive driving force behind brand purchasing decisions and
the long-term loyalty of consumers. Increasing a brand's emotionally
connected consumers by one percent, on average, equates to an increase
in revenue upwards of $85 million, dependent upon the brand and industry.

"While retail and ecommerce brands comprise more than half of the brands
ranked on this list, many of these companies still need to better target
their emotionally connected customers and work to identify prospects
with a predisposition for Emotional Connection in order to reach their
full potential in revenue growth," said Michael Mathias, president of
Motista. "If brands don't activate Emotional Connection, they will
continue to lose the battle with larger online retailers like Amazon and

Yet, even with solid pricing structures and convenience strategies,
Amazon and Walmart still are not achieving a strong showing in Emotional
Connection with rankings of 18 percent and 17 percent respectively,
which means they are also leaving potential revenue on the table.

Rounding out the bottom five brands ranked in this study, Tylenol, tying
Walmart, has an Emotional Connection Score® of 17 percent;
Home Depot comes in at 15 percent; Chevron with 12 percent; and
Overstock at 10 percent. These findings illustrate how merchandising,
convenience, and seemingly minimal cross-channel experience strategies
for consumers have been commoditized. These brands are missing the mark
on identifying the precise emotions that align with the behaviors that
drive the most profitable growth.

Download the full report "Ranking
Emotional Connection: A Look at 50 of the Top U.S. Brands
" here. To
find out how Motista can help you acquire and retain consumers with the
highest lifetime value via a scalable, strategic, people-based
activation playbook, which includes cross-media usage, creative
messaging elements, and consultative services, please contact Motista at

About Motista

Motista, the pioneer of predictive Emotional Connection Intelligence,
enables Fortune 1000 business leaders to accelerate customer and
financial growth by activating Emotional Connection. Motista provides
Emotional Connection targeting solutions for acquiring and growing your
most valuable customers. Based on proprietary data assets, we identify
the actual people most predisposed to becoming emotionally connected
with your brand. We then help you activate them across channels and
campaigns to boost conversion and accelerate growth. Learn more at
or call 650-204-7976.

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