How Brand Love fuels lower funnel KPIs, even during a pandemic

Examines Morning Consult research on the 50 Most Loved Brands in the US in 2020, through the lens of the coronavirus pandemic.

Nearly a decade ago, Saatchi & Saatchi’s Kevin Roberts – of Lovemarks fame – predicted “the future would be won on relationships, not just transactions. If people loved something, they would be loyal beyond reason, beyond price, beyond recession.” Brand growth, and in turn business growth, would come from not only extending reach but also from “deepening the feeling.”

Building on years of tracking Brand Love and set against the backdrop of a global pandemic, Morning Consult recently released its fourth edition of America’s Most Loved Brands, which ranks top performers on the Brand Love Index...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands