The document discusses the science behind building brand love. It summarizes research from 13 markets on what drives brand love. The key drivers of brand love identified are exceeding needs, setting trends, building trust, sharing values, elevating experiences, and respecting consumers. The document provides six rules for building brand love, including outperforming expectations, personalizing experiences, taking a stand on values, and making everyday experiences extraordinary.

1. The Science Behind
Brand Love
IAB Branding & Performance | April 25, 2018
Denise Brien, Senior Director, Consumer Insights, Oath
Maya Abinakad, Global Marketing Director, Oath

2. br.love.com

3. Build Create and curate
content and advertising
Promise to our consumers and
customers
Everyone in the world with a
mobile phone
Emotion for commitment
and adoration
Brands
People
Love

4. 4

5. Love builds brands.

6. More love means more growth
+32%
+110%
+192%
LOW
LOVE
MEDIUM
LOVE
HIGH
LOVE
12 years of brand growth,
from BrandZ’s Most Valuable Brands

7. 7
Love builds brands.
What builds love?

8. 13 MARKETS | 159,000+ TOTAL INTERVIEWS
The study
STEP 1
IDENTIFY
POTENTIAL
INPUTS TO BRAND
LOVE
STEP 2
VALIDATE KPIS &
INPUTS FOR LOVE
FRAMEWORK
STEP 3
CALCULATE
THE
BRAND LOVE
SCORE
U.S. Canada Brazil UK Germany France Italy Spain Australia Japan Taiwan HK Singapore

9. A new perspective
on Brand Love
Actionable
We offer specific actions marketers can make to build
more meaningful connections with consumers
Relevant
We focused on brand love in today’s cultural consumer
climate.
Comprehensive
We studied the dozens of elements that go into the brand
experience, rather than one singular focus.
Universal
Our research was global and across industry, giving us a
universal perspective.

10. The drivers of
brand love are
universal

12. Exceeds Needs
27%

14. Sets trends
19%

16. Builds trust
20%

18. Shares values
10%

20. Elevates experiences
11%

22. Respect consumers
12%

24. Exceeds Needs
27%
Respect consumers
12%
Elevates experiences
11%
Shares values
10%
Builds trust
20%
Sets trends
19%

26. Understanding
brand love means
you can act on it
Exceedneeds
Builds trust
Set trends
Share values
Elevate experiences
Respect consumers

27. RulesDrivers
Exceed needs
Set trends
Build trust
Share values
Elevate experiences
Respect consumers

28. Six rules to
building
brand love

29. 29
Outperform and
overdeliver
Don’t rely on emotion alone. Break
through the clutter by bringing the best in
quality, performance and design.

30. It’s harder
than ever for
brands to
stand out

31. 31
on
our mobile phone

32. 32
Rethink,
reinvent, repeat
Innovation doesn’t stop at your
product or service. Reinvent every
touchpoint with consumers.

33. Transform every moment
6:00 AM
9:00 AM
12:00 PM
3:00 PM
6:00 PM
9:00 PM
12:00 AM

34. Where’s the
future?

35. Where’s the
future
of storytelling?

36. Where’s the
future
of the
experience?

37. Where’s the
future of
communication?

38. Create what’s
next with AR, VR
and 360 video
experiences

39. 39
Make it
personal
There’s no love without trust, and the
strongest path to building trust is to
personalize the experience.

40. It’snotjustabout
the brand
Itmakesup mostof our
emotionalconnections
Consumershave a
stronger voice
Trust matters

41. 41
The power of mobile
81%67%
1 mobile touchpoint 3+ mobile touchpoints
deeper trustfor the branddeeper trustfor the brand

42. 42
Take a stand
Show consumers what you stand for.
Values-led brands attract people who
believe what they believe.

43. Consumers demand action
from Brazilian brands
0%
20%
40%
60%
80%
100%
Treatment of
employees
Equality &
diversity
Closing
gender
pay gap
Women in
leadership
Environmental
sustainability
LGBTQ
rights
Cultural
Openness

44. And Brazilians have higher
expectations on most issues
0%
20%
40%
60%
80%
Brazil Global
Treatment of
employees
Equality &
diversity
Closing
gender
pay gap
Women in
leadership
Environmental
sustainability
LGBTQ
rights
Cultural
Openness

45. 45
Make extraordinary
the every day
Set the standard on memorable, immersive
experiences. Consumers are more willing to
love, and forgive, brands that do.

46. A differentiated
experience is
most closely
linked to brand
loyalty

47. 82% of all internet traffic will be video by 2021
Source: VDMS, Global, 2018
72%
75%
77%
79%
80%
82%
2016 2017 2018 2019 2020 2021
Global Video Traffic Online
82%

48. 48
Mind the
flow
Love grows when brands integrate into a
consumer’s life, especially on mobile.
Show respect for their time and experience.

49. Viewers demand
more control
By 2020, 200 million US consumers will use a connected TV
device at least once a month to stream video
CTV landscape
85%
of consumers expect
content that’s relevant
to them
61%
of consumers don’t
mind branded content
if it’s entertaining
Source: AOL Omnibus Survey; eMarketer, July 2017
Consumers demand
relevant and personalized
experiences

50. People-based
Marketing
Connect with
people, not
devices

51. Finance & Insurance CPG Retail
+ 48%
respect consumers
28%
share values
+19%
exceed needs

52. Tech & Telecomm Autos
+37%
elevate experiences
+28%
respect consumers
Entertainment
+35%
share values

53. br.love.com