by Tanya Gazdik

Trader Joe’s and American Family Insurance are the most-talked-about brands in offline and online conversations, respectively.

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.

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