Carter’s, American Family Insurance Deemed Most Positively Talked About Brands


by Tanya Gazdik, March 6, 2022


Carter’s ranks first, while Trader Joe’s moved down to the second top spot of the list of brands most positively talked about in offline conversations, according to Engagement Labs.

American Family Insurance and Great Value, a Walmart brand, also switched places for the top positions for the most loved brands in online talk in the fifth annual ranking of America’s “most loved” brands.

The four brands finished ahead of more than 650 brands across all consumer categories.

This year’s winners have in common the “vital consumer emotional connection,” says Steven Brown, president of Engagement Labs.

Brand marketers have found opportunities to connect even during the past two years of pandemic, he adds.

Costco’s Kirkland is the only brand to rank among brands both online and offline that shows the importance of marketing strategies that seek to activate both channels in driving business performance, according to the study.

Gillette’s improvement in offline brand love grew the most last year than any other top 10 brand. The brand has weighed in on real-world conversations in social issues, with ads like the one on toxic masculinity resulting in  positive word of mouth.



Read the full MediaPost article, here.

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