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Experience Brand Index Summary

Core Content

The Experience Brand Index highlights the growing importance of brand experience over traditional advertising and messaging. It is based on global research involving over 6,000 consumers across the US, UK, and China, and 100 brands from 10 industries. The research underscores that consumers value actions and interactions more than what brands say, and that brand proof (tangible experiences and behaviors) is a stronger indicator of brand health than brand promises.

Main Viewpoints

• Brand Proof Matters More Than Brand Promises: Consumers are more influenced by how brands behave than what they say. Brands that deliver proof on their promises see higher Net Promoter Scores (NPS), greater customer loyalty, and better recommendation rates.

• Brand Integrity is Delicate: If a brand fails to live up to its promises, consumers lose trust and may abandon the brand. This is especially true for older consumers, who are less forgiving than Millennials.

• Every Interaction is a Proofpoint: Consistent delivery across all touchpoints is crucial. The most successful Experience Brands maintain high performance in all areas, from employee interactions to events and experiences.

• Most Brands Fall Short on Delivery: Over 50% of global consumers believe brands rarely live up to their promises, with 60% in China expressing this sentiment. This indicates a widespread gap between brand promises and actual experiences.

• Brand Proof Will Grow in Importance: As Millennials and Gen Z become more influential, the focus on brand behavior and experiential proof will intensify. These generations are more concerned with how brands behave and are more skeptical of overpromising.

Key Information

Research Highlights

• Global Consumer Survey: Over 6,000 consumers were surveyed across three regions and ten industries.
• Experience Brand Index: Brands were ranked from 1-100 based on their ability to deliver proof of their promises.
• NPS Correlation: Experience Brands have more than 200% higher NPS than low performers.
• Loyalty Impact: Experience Brands see 25% more loyalty and are more likely to be recommended by consumers.
• Consumer Trust: Over 80% of people trust recommendations from friends or family over brand advertising.

Top Experience Brands

• USA: Amazon (78.8), JetBlue (74.3), Royal Caribbean (73.5)
• UK: Netflix (74.4), PayPal (70.6), Sony (70.6)
• China: Royal Caribbean (78), Huawei (77.5), Blizzard Entertainment (77.3)

Brand Habits

• Employees: Brands like Costa Coffee recognize and reward employee creativity, enhancing the overall customer experience.
• In-store Experience: IKEA creates an immersive and enjoyable shopping environment, contributing to its success.
• Web & Mobile: Amazon leads with a seamless and personalized online shopping experience.
• Social Content: Visa builds strong communities in China through platforms like WeChat and Alipay.
• Events & Experiences: Royal Caribbean invests in both onboard and off-boat experiences to showcase their brand promise.

Industry Insights

• Employee Experience: Most important in US and UK, but only 2/10 industries in China.
• Web & Mobile: Important for 8/10 industries in the US and UK, and 6/10 industries in China.
• Social Content: Most impactful in China for 9/10 industries.
• Events & Experiences: Strongly tied to success in Entertainment and Travel industries.

Self-Assessment

Brands can assess their performance using the Experience Brand Checklist, which evaluates whether they deliver on their promises through tangible actions and interactions. The checklist includes questions about:

• Whether consumers trust brand recommendations from friends and family.
• Whether the brand's NPS is higher than the industry average.
• Whether the brand maintains a high level of customer loyalty.
• Whether the brand delivers consistent experiences across all touchpoints.

About Jack Morton

Jack Morton Worldwide conducted the research and developed the Experience Brand Index. The report aims to provide insights into the current state of the brand experience landscape and to guide brands in creating more meaningful and impactful experiences for their consumers. The company encourages feedback and perspectives from the industry to continue this conversation.

Conclusion

The Experience Brand Index reveals that brand experience is the new battleground for consumer loyalty and trust. Brands that deliver proof on their promises, such as through employee interactions, in-store experiences, web and mobile platforms, social content, and events, are more likely to succeed in today's market. As generational shifts continue, the importance of experiential proof will only grow, and brands must adapt to meet the evolving expectations of consumers.