Brands Strive to Make the LEAP List

This year’s LEAP (Leveraging Emotional Attachment for Profit) survey is out. The NewMediaMetrics report, summarized in a Forbes column, reveals that the iPhone is the top-​loved brand. As a matter of fact, Apple has cruiselovescored 4 products in the top 25 most-​loved brands. What lessons can you learn from the companies who appear on this list in order to improve the appeal of your own products and brands?

You can start by understanding why consumers attach such intense emotion to their Apple products. This brand love didn’t happen by accident. Anyone who has read Walter Isaacson’s biography of the late Steve Jobs knows that he was obsessed with getting it right. He involved himself in the smallest details, from product design to how the products work – think closed loop versus open loop – and product roll-​out. Jobs wasn’t afraid to fight for what he believed in and his marketing presentations were akin to great theater.

Consumers are also loyal to Google. The company’s search tool is sixth on the list and its Android operating system is twentieth.  Google has a reputation for hiring candidates with top GPA and test scores. All of those smart people create great products but they all make sure those product work simply.

Other brands that connect with consumers include luxury vehicles like Lexus and Audi. Analysts also noted that family entertainment providers like Disney Cruise Lines and Sea World have climbed on the list as the economy recovers.

Gary Reisman, New Media Metrics principal and co-​founder,  says that very competitive marketplaces result in brand becoming more important. These days, most business owners will say they operate in a competitive marketplace. To grow market share and loyalty, brands have to strive for excellence.

As you develop your marketing programs for next year, have you considered what your customers think about your company and your brand? Are you obsessing over details that will make your product or service the best it can be? In the way that the most loved brands do?

What one thing could you change for next year as a first step to achieving this goal?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.