This Is What Drives Consumers to Love a Brand

Inspiration over utility

- Credit by Video: Josh Rios/Breana Mallamaci; Editor: Nick Gardner
Headshot of Chris Ariens

What a difference five years makes. According to global brand experience agency Momentum, what drives brand love has changed dramatically in that time. Five years ago, Momentum’s survey of 5,000 people showed that consumers saw brands first as a utility. When the same question was asked this year, the No. 1 reason people gave for loving a brand was that the brand provides inspiration. In this video, Momentum’s chief strategy and analytics officer Elena Klau, speaking at Adweek’s Elevate: Creativity event, discusses what this means for marketers.

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@ChrisAriens Chris Ariens is the managing editor and director of video at Adweek.
Publish date: May 3, 2019 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT