NEW YORK, NY (February 7, 2019) – Brand evangelism is the holy grail of brands. Consumers cause their friends and family to buy things when they recommend and talk positively about the brands they love. On average, 19 percent of all consumer purchases are driven by these kinds of consumer conversations, according to Engagement Labs data and analytics published this year in the MIT Sloan Management Review. For the 2018 analysis of more than 500 US consumer brands in a variety of industry sectors, Engagement Labs ranked the most loved brands based on net positive conversations happening online (via social media) and offline (via face-to-face conversations), on its second annual TotalSocial® Brand Awards series.
The awards are based on the Company’s proprietary TotalSocial® data and analytics platform, which continuously measures the online and offline social metrics that are proven drivers of business performance. These metrics, including both online and offline conversations against the following major conversation dimensions: net sentiment (the difference in the percent positive conversations minus negative), brand sharing (the extent to which people are sharing or talking about a brand’s marketing or advertising), volume (a measure of how many conversations mention a brand) and influence (the extent to which an influential audience is talking about a brand). Over the next several months, Engagement Labs will announce awards for the highest scoring brands in each TotalSocial category. The Most Loved Award is given to brands with the highest net sentiment scores online and offline in 2018.
For the second year in a row, Disney World, promoted as the “Happiest Place on Earth,” tops the list of most loved brands offline and the World’s Best Regarded Companies of 2018. Tied at the number one spot is the iconic Pillsbury brand, that “bakes memories” and kitchen stories with its 49th annual Pillsbury Bake-Off and ugly Christmas sweater hit. At the third position, the Royal Caribbean Cruises invested $120 million in revitalizing their ships cater to millennials and improve the customer base experience. The most loved brands offline are those which are spoken about positively during face-to-face conversations.
American Family tops the list…