Explaining to colleagues, or the C-Suite, that your brand is a loved brand doesn’t in itself achieve very much. It’s important to triangulate outputs (your marketing communications activity); with out-takes (what people now think as a result, such as whether they love your brand); and business outcomes (sales, share price, and alike). Luckily, being a loved brand isn’t just another vanity exercise because brand love directly correlates to the bottom line, with 86% of consumers spending more on the brands they love.
That’s why being a loved brand is important - because it’s reflective of the bigger picture. Our methodology moves beyond quantitative analysis to incorporate three qualitative scores - The Passion Score, The Customer Satisfaction Score, and The Trust Score. The brands in this years top ten have nailed all three.
Take a stroll around your favourite city and you’ll no doubt tick off most of the top 10 after visits to a few stores. They’re brands we trust, brands we’re always satisfied with, brands we have grown passionate about. They’re brands we love.
Guess who? Hasbro! In (trivial) pursuit of the top 10, this much-loved toy manufacturer - home of Monopoly, Jenga, Twister and countless more - is proof that we still love the old stuff.
Following in the footsteps of the likes of LEGO, Hasbro also produces toys from fan-favourite entertainment series like My Little Pony, Power Rangers and Transformers, with the respective hashtags theming heavily and contributing to the 31% positive sentiment. Customers love these characters and show them off as artwork as well as the actual toys on social media.