Brands make promises every day. They spend billions of dollars on pushing out messages every year — $628.63 billion in 2018 alone, up 7.4%.1 But according to our global research on 100 brands, 6,000 consumers and 10 industries, consumers care more about and buy more from brands that deliver proof on the promises they make. What surprised us most in our research was that after years of relying on studies about brand messaging and advertising effect, we found that their actions and interactions are a stronger indicator of brand health than anything brands say. We hope you find this edition of The Experience Brand Index helpful in understanding where the industry stands today and the role of Brand Experience in changing the landscape of tomorrow. As we continue this conversation, we welcome your thoughts, perspectives and questions.Welcome to theExperience Brand IndexGlobal consumers demand brands do more than promise a great experience - they expect proof.“Brands that back their words with concrete action, like experiences and events, find increased loyalty, higher willingness to recommend and scored significantly higher on Jack Morton’s Experience Brand Index.”Experience Brands have more than a higher Net Promoter Score (NPS)Experience Brands boasthigher customer loyalty1Josh McCallChairman and CEOJack Morton Worldwideexperience@jackmorton.com每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）2IntroductionAbout the researchFive lessons in brand promise & proofHabits of Experience BrandsSelf-assessmentAbout Jack Morton010203040506Table of contentstheresearch3To find out how people feel about their relationships with brands, we conducted a global survey of over 6,000 consumers across all demographics in the US, UK and China. We polled them about more than a dozen facets of their experiences with and perceptions of more than 100 brands across 10 different industries in late Spring 2018. We also asked them to rate their experiences with specific brands, and built an index that ranked those brands from 1-100 on how well they deliver proof of their promises.00100Proof of promisescaleSample questionsWhen I interact with [brand] they give me what I need.[Brand] stands for something different than its competitors.How likely are you to stay loyal to [brand]?Research teamCraig Millon | Executive Vice President • Ben Grossman | SVP, Group Strategy Director • Principal Investigator Joe Panepinto | SVP, Strategy Director • Craig Smith | Marketing Director • Erin Winker | Sr. Content Manager • Laura Holmstedt | Digital Marketing Manager • Cait Houck | Sr. Designerbrandsindustriesconsumers48CPGBeveragesEntertainmentConsumer TechTechPaymentsTravelRetailQSRRetail BanksExperience Brand(noun) \ ex·pe·ri·ence brand \Promise + Proof = Experience Brand. A product, service or organization that creates desire and demand, through its actions and interactions, by harmonizing the proof it delivers with the promises it promotes.Brand Experience(verb) \ brand ex·pe·ri·ence \The Proof. The notable actions and interactions that connects consumers with a brand (e.g. employee service, web & mobile, social content, online and in-store shopping, and events & experiences) and delivers on its promises.Our goal was to gain a better understanding of the state of brands today — including people’s connections to brands — and to identify key elements in creating a successful Experience Brand. The resulting Experience Brand Index showed that while those at the top (Experience Leaders) were clearly more highly valued by consumers than those at the bottom (Experience Laggards), there’s a great deal of room for improvement across the board.Throughout this report we’ll present snapshots of cases that reflect the dynamics we’ve uncovered, showing the influence of a brand’s behavior on consumers’ mood, purchase behavior and repeat patronage.69.6out of 100Overall average Brand Experience IndexWinning the Experience Brand battlegroundOnly 1 in 4 brands stands out to consumers. Are you the 1 or the other 3?Consumers globally told us only one in four brands stands out from competitors. When we factored in six dimensions of brand proof (the actions and interactions brands deliver) and brand promise (the potency of the expectations brands set), the overall average Experience Brand Index was a mediocre 69.6.The Experience Brand Index is made up of a 100-point scale, covering major drivers of the experiences people have with brands including in-store, employee interactions, mobile, experiential, social, content and online shopping. Survey participants were asked general questions about brands, and then a series of specific questions about brands they interacted with in the last six months. Some of these questions focused on brand promise, the commitments brands make and expectations they set with consumers. Other questions focused on brand proof, the elements and attributes of...
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