Putting your brand on the Love Index

Bronwyn van der Merwe

Bronwyn is the managing director of Fjord Australia, part of Accenture Interactive.

How much do your customers love your brand, product or service?And more importantly, why?

A recent initiative by Fjord (part of Accenture Interactive) seeks to answer this question. Using advanced analytics, the ‘Love Index’ ranks brands in terms of the way they are perceived by consumers, helping organisations understand what drives brand love, loyalty and advocacy.

Why love?To meet the demands of today’s consumers, it is no longer enough for brands to simply create things people like. In an ever-evolving landscape of emerging and disruptive technology, the brands that will rise to the top will be those with the ability to curate experiences people love.

People love brands for a number of reasons. Some love a brand because it is fun, others because it makes their life easier. And while marketers are beginning to recognise the true potential of understanding customer needs, they’re still struggling to convert these sentiments into actionable outcomes.

While brand measurement tools are certainly not new – the Net Promoter Score for instance, is an internationally recognised tool that measures customer experiences – in most cases, these tools fail to ask the critical question: Why? Developed using a human and design-centric approach, the ‘Love Index’ accurately measures consumers’ affinity towards a brand by determining how brands are performing in key areas across five dimensions:

  1. Fun – the brand’s ability to hold consumer attention in an entertaining way.
  2. Relevant – the brand’s ability to provide the customer with clear and customised information they want, when they want it.
  3. Engaging – the brand’s ability to relate to the consumer and adapt to their expectations.
  4. Social – the brand’s ability to establish a connection between consumers.
  5. Helpful – the brand’s ability to simplify tasks and organise aspects of consumer’s lives.

Beyond this, the Index helps marketing strategists benchmark their brand against their competitors and inform them about ways their brands can remain loved in their high performing categories, while improving in others.

In essence, the Love Index builds on Kevin Robert’s ‘Lovemarks’ notion that many of the traits people seek in their human relationships also apply to their relationships with brands. The Love Index is shaped around this concept that great brands have always been created with love, inspiration and emotion.

Unsurprisingly, the Love Index found tech giants, Apple and Google, and broadcast disruptor, Netflix to be the three brands consumers love most across the world. In general, the results indicate ‘disruptor’ brands are out-performing their traditional counterparts. Amazon, for instance, outperforms Walmart, Target and Best Buy for retail.

In hospitality, AirBnB tops the ranks in the ‘social’ and ‘helpful’ categories, and Tesla outperforms Ford, BMW and Chrysler in the automotive industry.

The high performance of disruptor brands on the Index indicates the need for traditional brands to innovate quickly. Large organisations need to adapt to the extremely high and rapidly changing expectations of what a service should provide, which requires research and the creation and design of new services, products and experiences.

In today’s culture of ‘liquid expectations’, where each new experience becomes the standard to which all others are compared, customers have come to expect the same experiences across a multitude of industries. Whether their flight is cancelled, or they are making an online shopping order, irrespective of industry, brands are now being measured against the experience they receive from leading organisations.

To keep pace with high performing disruptors and customer experience leaders, traditional brands need to innovate quickly and identify ways to customise their offering across industry dimensions. For instance, bricks-and-mortar brands looking to differentiate themselves, could redefine the shopping experience for their customers by introducing strategies to uplift their performance along the Social dimension.A government agency may look to innovate through introducing elements of Fun into their customer experience.

Our love of brands is not an easy thing to measure, but the Love Index is an attempt to develop a greater understanding into how they are being perceived, and how they can learn from those brands leading the way in customer service.

Tags: customer engagement, brand strategy

Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in