Author: Engagement Labs
Express, Trader Joe’s Top List of Most Loved Brands

For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?
Engagement Labs Names America’s Most Loved Beauty and Personal Care Brands

Clean & Clear, Urban Decay, Olay, Bath & Body Works rank in the top 10.
For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?
Trader Joe’s, Lego, Bath & Body Works among American’s ‘most loved’ brands

- Trader Joe’s is a consistent winner on the TotalSocial Most Loved Brand awards with a sentiment score of 91 and the retailer enjoys a significant competitive advantage. Other supermarkets lag behind at quite a distance earning scores well below Trader Joe’s, including H-E-B (77), Aldi (68), Food Lion (63) and Publix (61).
For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?
Trader Joe’s, American Family Insurance Most-Loved Brands

That’s according to Engagement Labs, which released its sixth annual ranking of America’s “most loved” brands.
Lego and Lush take the number two spots in offline and online. Charles Schwab’s improvement in offline brand love grew the most last year than any other top brands with a rank change of 126. Sam’s Club rank change increased by 65 spots, moving up to the fourth position for online most loved brands, according to the study, which looks at more than 650 brands across all consumer categories.
The analysis ranks the most-loved brands based on net positive conversations happening online (via social media) and offline (via face-to-face conversations as well as phone and video chat.)
Engagement Labs research has demonstrated that online and offline conversations are distinct from one another and usually have no correlation. Despite both types of conversations having an impact that leads to sales and business outcomes, they do so in different ways, necessitating different marketing strategies.
This year’s top finishers show the strong emotional bond between consumers and the brands they love, says Steven M Brown, president of Engagement Labs. Consumers are passionate about brands, and this generates brand talk, he adds.
Read the full MediaPost article, here.For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?
Both online and offline conversations drive brand success: Here are the leaders in each category

For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?
America’s Most Loved Brands Topped by Beauty and Personal Care Brands, According to Consumer Study by Engagement Labs
Trader Joe’s and LEGO Come Out on Top for Offline Sentiment, While American Family Insurance and Lush Rank Highest for Online Positivity
Charles Schwab and Sam’s Club Show Most Significant Increase in Brand Love
NEW YORK, NY (March 14, 2023) – Engagement Labs released its sixth annual ranking of America’s “most loved” brands. Trader Joe’s, the American grocery store, ranks first while LEGO, the iconic toy manufacturer, moved up to the second top spot of the list of brands most positively talked about in offline conversations, ahead of more than 650 brands across all consumer categories. Meanwhile, American Family Insurance holds the top position for the most loved brands in online talk, while Lush moved to the number two spot. “The TotalSocial Most Loved Brands this year showcase the enduring, strong emotional bond between consumers and the brands they love. Consumers are passionate about brands, and this generates brand talk. Our TotalSocial data reveals the importance of earning positive talk and recommendations from consumers goes beyond connecting with them and delivering great experiences – brands that deliver become beloved,” said Steven M Brown, president of Engagement Labs. “Our work with Fortune 500 brands has consistently emphasized the importance of cultivating brand love to maximize marketing ROI, and this focus will continue throughout 2023.”- Trader Joe’s is a consistent winner on the TotalSocial Most Loved Brand awards with a sentiment score of 91 and the retailer enjoys a significant competitive advantage. Other supermarkets lag behind at quite a distance earning scores well below Trader Joe’s, including H-E-B (77), Aldi (68), Food Lion (63) and Publix (61).
- American Family Insurance does a great job engaging with consumers online. The company itself, employees and agents share helpful tips to protect your home and in the company’s words “protect your dreams.”
- Charles Schwab’s improvement in offline brand love grew the most last year than any other top brands with 126 rank change. While Sam’s Club rank change increased by 65 moving up to the fourth position for online most loved brands.


The Impact of Online and Offline Conversations on Business Outcomes
Engagement Labs research has demonstrated that online and offline conversations are distinct from one another and usually have no correlation. Despite both types of conversations having an impact that leads to sales and business outcomes, they do so in different ways, necessitating different marketing strategies. According to Engagement Labs’ data and analytics, these consumer conversations drive 19% of all purchases. This has been evidenced in Engagement Labs articles published in the Journal of Advertising Research and the MIT Sloan Management Review. “The adjusted lifestyles and return to normalcy in 2022 are reflected in the brands that appear on our ‘most loved’ list, and in the brand landscape of those that have earned the most positive recommendations and talk from consumers,” said Brown. “In the offline space, Olay, Lysol, Doritos, Charles Schwab, and Bath & Body Works have seen the biggest surge in popularity, while Sam’s Club, OshKosh B’Gosh, and Urban Decay have gained the most significant positive attention online. And let’s celebrate and recognize Trader Joe’s, Lego, Dawn, Dove, Dove Men+Care, American Family, Lush, Express, Clean & Clear, TripAdvisor and Clinique who continue to demonstrate what consumers have engaged with and spoken about with great sentiment over the past year and the prior year.” Marketers aim to achieve more positive conversations, both online and offline, to become “Conversation Commanders,” which are the most successful brands in both conversation arenas. To accomplish this, marketers require two distinct measurement and marketing strategies to ensure that these separate, yet equally important conversations are optimized. By utilizing data and social intelligence, marketers can gain insights into consumer behavior and preferences, which can help drive business goals, such as increased sales and brand loyalty. To learn more about Engagement Labs and how to increase your brand’s consumer conversations in real life and online, reach out at: totalsocial@engagementlabs.com.###
About Engagement Labs Engagement Labs is an industry-leading data and analytics firm that provides social intelligence for Fortune 500 brands and companies. The Company’s patented TotalSocial® platform focuses on the entire social ecosystem by combining powerful online (social media) and offline (word of mouth) data with predictive analytics. Engagement Labs has a proprietary ten-year database of unique brand, industry and competitive intelligence, matched with its cutting-edge predictive analytics that use machine learning and artificial intelligence to reveal the social metrics that increase marketing ROI and top line revenue for its diverse group of clients. To learn more visit www.engagementlabs.com / www.totalsocial.com. About TotalSocial Brand Awards – Most Loved Brands The awards are based on the Company’s proprietary TotalSocial® data and analytics platform, which continuously measures the online and offline social metrics that are proven drivers of business performance. These metrics, including both online and offline conversations against the following major conversation dimensions: net sentiment (the difference in the percent positive conversations minus negative), brand sharing (the extent to which people are sharing or talking about a brand’s marketing or advertising), volume (a measure of how many conversations mention a brand) and influence (the extent to which an influential audience is talking about a brand). The Most Loved Award is given to brands with the highest net sentiment scores online and offline in 2022. For media inquiries please contact: Vanessa Lontoc, VP of Marketing and Sales Operations Engagement LabsMaximizing Positive Brand Sentiment: 4 Data-Driven Tips for Marketers

Think TotalSocial®
Brands need to focus on both real-life and social media conversations to capture the whole marketing picture. Real-life conversations or offline WOM drives 10% of sales while online social media drives 9% – ignoring either one is a missed opportunity. Listening to both spheres helps identify brewing issues and signals that indicate a shift in strategies.
Aim High
Brands need to deliver an exceptional brand experience to motivate consumers to talk positively. Upwards of 25% of all offline conversations now include people talking about what they see in digital media, and a brand’s website is the number one digital driver of conversation. Just as consumers move seamlessly between their offline and online worlds, brands must do so as well.
Pay attention to key audiences
Brands should focus on their two most important audiences: customers and employees. Hiring employees who embody the brand’s values and engage with them leads to dedicated and committed employees, who, in turn, provide exceptional service. “Brands need to understand the value that connecting with consumers have. It’s not just a one-off conversation. When building a relationship with people and consumers, you want to hear what they have to say, because what they have to say will impact how they feel about your brand, which will impact whether they’re engaging and sing your brand,” PepsiCo’s Kevin Moeller has said it best in Kantar’s Future Proof podcast.
Learn from competitors’ crises
Brands can learn from their competitors’ mistakes and take steps to avoid similar outcomes. Take steps to avoid negative outcomes and conversations. As a marketer and business leader, avoid over-relying on popular social media listening tools for verdicts on marketing campaigns and public relations crises. While these tools can enable important two-way dialogs between brands and consumers, they don’t necessarily reflect mainstream opinion. Track and check your online and offline sentiment and holistically other key metrics and performance indicators such as volume, brand sharing and influence that can indicate the need for investing in strategies that generate positive consumer conversations in both spheres.
Marketers have a significant influence over consumer sentiment by listening to both real-life and social media conversations and developing strategies that spark positive talk about their brands.
Engagement Labs’ TotalSocial platform combines four types of metrics to calculate brand success in both online and offline conversations. Those metrics are the volume of conversation, the net sentiment (positive versus negative direction), the extent to which the brand is being talked about by the most socially connected people, and whether the brand’s advertising, marketing and social content is being shared and discussed. That’s why we recommend a holistic measurement approach that is available in TotalSocial.
In closing, data-driven decision-making is critical for driving positive sentiment towards a brand. By thinking TotalSocial®, aiming high, paying attention to key audiences, and learning from competitors’ crises, brands can use data-driven insights to create positive consumer conversations and build a sustainable business for the future. Post-Game Evaluation: Few Brands Scored Super Bowl Touchdowns

For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?
MarketingCharts – Super Bowl 2023 Data [Updated]

- Top brand by W-O-M lift: E-Trade. E-Trade was one of the big winners of the Super Bowl, according to Engagement Labs, which measured lift in both offline and online conversations compared to the pre-game period. E-Trade enjoyed a more than +350% lift in both types of word-of-mouth, while Heineken generated a roughly 300% lift in both. Other brands fared better in generating online buzz than offline conversations: Pepsi Zero Sugar scored an impressive +3,000% lift in online social buzz, and while that far outpaced its offline W-O-M lift, the latter was still high at 300%. By contrast, Crown Royal generated a more than 3,000% lift in online buzz, but had a neutral change in offline conversations. Source: Engagement Labs.
For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?