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Brands must continually find new
ways to connect with consumers
in order to thrive and grow
mostconnectedbrands.com
1
What people
think, feel
and do
2
Who we are
Opinium is an award-winning strategic insight
agency built on the belief that in a world of
uncertainty and complexity, success depends
on the ability to stay on the pulse of what
people think, feel and do.
Creative and inquisitive, we are passionate
about empowering our clients to make the
decisions that matter.
opinium.com
research@opinium.com
Who we are 3
5 Why Most Connected?
6 Not just another brand index
7 Who we spoke to
8 What it means to be Most Connected
9 The top 100 Most Connected Brands UK
Contents 10
11
46
Movers and shakers
Review of the top 15
Four key trends
57 Sector overviews
73 Introducing the Most Connected Brands US
75 The top 100 Most Connected Brands US
76 The view from the US
81 Methodology
85 Key contributors
92 Let’s chat
4
Why Most Connected?
In an era of expanding customer expectations and
constant competitive disruption, brands must continually
find new ways to connect with consumers in order to
thrive and grow.
Those that do are what we call Most Connected - the
brands which are indispensable to consumers’ daily lives.
We created The Most Connected Brands Index to
help businesses and brands understand how they are
connecting with consumers and provide them with ways
to improve.
Why Most Connected? 5
Foreword
Not just
Why launch another brand index? spontaneous brand mentions and 96,000
brand reviews, all fed through our analytical
This is probably the question we have been framework.
asked more than any other over the past year.
And, from an outside perspective, we can No black box solutions.
understand why. There is a proliferation of
another
indices already available to marketeers, brand Just the brands that consumers connect with
owners and communications professionals. each and every day.
But despite differing methodologies, markets As we approach 2020, we believe that
and presentations, we noticed that they all building connection has never been more
had one thing in common. All of these indices important. Whatever your political, economic
ranked the performance of brands using a or social viewpoint, 2019 has been a year of
brand index
black box analysis that was defined by experts unprecedented rapid change, change which
working in the industry. None of them simply shows no sign of abating. The ability of people,
asked the people that have the power to build, brands and businesses to create lasting
define and sometimes destroy the brands connections has become fundamental to both
and businesses that marketeers create: the personal and professional success.
consumers themselves.
Whether you read Most Connected Brands
The Most Connected Brands Index was born from cover to cover, or simply flick through the
out of this idea. That we would create an index pages until something catches your eye, we
based on what consumers think, feel and do. hope this report interests, excites and inspires
you to create, build and grow the connections
And so, in 2018, we did just that. that matter to you.
Twelve months on we’ve expanded to
include the US. 12,000 consumers, 22,000
Kate Jalie Steve Looney
Director, Director,
Opinium Opinium
Foreword 6
12,000
Consumers
Who we spoke to
22,000
Spontaneous brand mentions
96,000
Brand reviews
26
Expert contributors
Who we spoke to 7
The Most Connected
Brands Index (MCB Index)
What it means to be
The MCB Index is the combination of four key
brand metrics which are weighted together to
produce a one number summary of a brand’s
Most Connected
ability to connect with consumers
We measure connection across
four key characteristics:
Connected brands are indispensable to
consumers’ daily lives. They challenge
conventions, build unbreakable bonds and
Prominence
The brand’s presence and scale
define how we interact. And they do this
whilst remaining true to who they are.
Distinction
The brand’s unique identity and ability to set trends
Emotion
The brand’s ability to form emotional relationships
Dynamism
The brand’s momentum and social traction
What it means to be Most Connected 8
The top 100 Most
Connected Brands UK
01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20
21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40
41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60
61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80
81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100
The Most Connected Brands UK 9
Movers and shakers
2018 vs 2019 Most Connected Brands UK
2018 2019
The second annual Most Connected However, behind each increase there Aldi’s strength is anchored in AMAZON AMAZON
Brand study offers the opportunity to is a story, be it clear-sighted marketing value for money, disrupting GOOGLE GOOGLE
measure which brands are on the way up
and which are on the way down?
decisions, brave creative campaigns or
great product innovation.
the category with its no
frills approach, recognising there is
HEINZ CADBURY +7
4th BBC SAMSUNG
satisfaction to be had in low prices. APPLE EBAY
When viewing the biggest movers on our Walkers is an example of a
YOUTUBE HEINZ
list, the most common characteristic is brand steeped in the very LEGO taps into the child in all
that there is no common characteristic. fabric of the nation. Our of us, we all remember our
SAMSUNG WALKERS 7th +12
CADBURY YOUTUBE
study shows that Walkers is a brand that first set, or the look on our
Hypotheses that we would see a tech makes us smile – something Walkers child’s face as they received their first set. EBAY ALDI 9th
wave as Silicon Valley brands dominate or marketing director Fernando Kahane However, LEGO hasn’t relied on nostalgia MICROSOFT MICROSOFT
a purging of traditional high street brands recognises when explaining Walkers is – most recently investing in movies, video COCA-COLA NETFLIX 11th +19
haven’t come to pass. As a matter of “not in the business of crisps, we are in games, YouTube channels and even 12th PAYPAL LEGO 12th
fact, the brands with most momentum on the business of enjoyment”. However, Theme Parks. TESCO COLGATE
our list straddle entertainment services, the brand hasn’t relied on nostalgia 14th WALKERS APPLE
FMCG and even the much-maligned alone, releasing a new Spice Girls fronted However, where there are winners there KELLOGG’S TESCO NEW
retail sector. campaign to spark talkability along with are also losers. The three key fallers ARGOS BOOTS
a two-pronged approach to product in our top 50 all face unique and clear
17th DYSON COCA-COLA
What this shows is that connection isn’t innovation. With punchy new product challenges.
LIDL LIDL
inherent to any individual sector but a flavours targeting younger palettes
unique bond between the individual and and a baked range for more health- For the BBC it is the drip-drip
MARKS & SPENCER BBC 19th -15
the brand. conscious consumers. of negative media attention, COLGATE MARKS & SPENCER
coupled with the fact that competition for 21 st ALDI SONY
The diversity in the list of brands with Netflix has revolutionised our interest has never been higher, via the FAIRY ARGOS
momentum was encouraging, not just
in terms of sectors but also in the very
the way we consume
entertainment, invested
rise of streaming services. BOOTS PAYPAL 23 rd -11
SAINSBURY’S KELLOGG’S
different ways each brand forges a considerably in its own The challenge facing PayPal FACEBOOK FACEBOOK
connection with consumers. content and pervaded the public is remaining disruptive and SONY SAINSBURY’S
As a quick roll-call of the key movers, we
consciousness to the degree it has
entered the urban dictionary as a well-
relevant in the rapidly evolving FinTech
category, where safety and speed are
MCVITIE’S ASDA -14
DOVE FAIRY
have Walkers that leverages emotion, known euphemism. All of which leads now hygiene factors.
MCDONALD’S DISNEY
Netflix which is charged with dynamism, to it being seen as a brand that pushes
30 th NETFLIX DOVE
Aldi prominence and LEGO distinction. boundaries, makes us smile and caters Dyson potentially suffers
All of the key movers play to different for everyone’s unique needs in our study. from a polarising stance on BIRDS EYE DYSON 31 st
strengths and show the importance of the political issue of Brexit, along with MORRISONS SKY
measuring multiple facets of connection. the poorly timed decision to move their NIVEA MCVITIE’S
headquarters to Singapore. WHATSAPP NESCAFÉ
ADIDAS NIVEA
IKEA IKEA
The Most Connected Brands UK 10The top 15 Most
Connected
Brands UK
111 st
AMAZON
2018
Average
100 1
st
MCB Index 140 Rank
150 Prominence 151 1
Distinction 137 1
Emotion 134 1
Dynamism 138 1
50
Still in prime position
Retaining a title is always satisfying, but to do source of profit for a long time. However, the
so in such emphatic style must leave Amazon expansion of these services over the past 12
extremely pleased. The online giant’s overall months has made it increasingly moot as to
brand score and MCB Index have both risen, whether the company can still be legitimately
and the brand increased its rating across all considered ‘a retailer’.
bar one of our four constituent metrics.
While the company has never spent
One of the reasons for Amazon’s success, significantly on above-the-line advertising
both commercially and creatively, is its for its retail services, it is telling that its rolling
sheer ubiquity. Its stated ambition to be The 12-month ad spend increased more than 40%
Everything Store is lofty enough, but the between June 2018 and June 2019. This was
company is much more than a retailer. driven in large part due to ongoing campaigns
for Amazon Prime Video in the increasingly
Amazon has always had its fingers in many heated battle for market share among TV-on-
pies – its AWS cloud services business which demand providers. Indeed, in the crucial pre-
started as a mere side project was its main Christmas period of November and December
The top 15 Most Connected Brands UK 12Amazon has consolidated its Major tech brands significantly
position at the top of the Most underperform on perceptions
Connected Brands index of social responsibility
2018 Customer engagement index
2019 Social responsibility
140
138 140
160 When Amazon launched in 1994, our aim was to be the world’s most
7.84 131
7.69 140 110 112 customer-centric company and a place where customers could find and
105
120
91 discover anything they might want to buy online.
100
80
Twenty-five years later, much has changed but our customer-centric mission
Amazon brand score Amazon MCB Index Amazon Google Facebook has stayed the same. We constantly strive for new ways to raise the bar of
customer experience by using technology to expand consumer choice and by
empowering small businesses and content creators to maximise their success.
2018, the company spent more on advertising While it may be providing many services, And this year we are continuing to invest in technology, research and jobs –
its non-retail services and products – including consumers still fault its behaviour as a retailer
including 2,000 new jobs, bringing our total UK workforce to 29,500 people.
Amazon Prime Video, Echo, Fire, Kindle, Alexa, first and foremost. In particular, the company
Ring – than it did on its retail services. has not been able to shake off the perception
that it is killing local high streets and employing
Despite this focus on digital services, consumer people in poor conditions in its fulfilment
That’s why we’re delighted to be recognised as the UK’s Most Connected,
perceptions are sticky. When the company warehouses.
distinctive and dynamic brand for the second year in a row. By continuing
started selling CDs and other entertainment
products in the early 2000s, it took a long time Nonetheless, as Amazon reaches further into to innovate on behalf of our customers, we hope to ensure that customers
for consumers to fully shake off the perception different parts of consumers’ lives – and finally
that it was (mainly) an online bookshop. starts to turn its years of revenue growth into continue to feel connected to Amazon while enjoying the range, ease and
Similarly, our research shows that despite its consistent profits – perceptions of the brand
marketing activity, consumers will still return to will inevitably broaden. If the company wishes flexibility of our services.
the perception that the company is an online to retain its title in years to come, it will have to
shop, first and foremost. develop and execute a brand strategy that is
able to fully encompass this sprawling portfolio
The stubbornness of perceptions is a challenge while retaining the clear and compelling
for the company in other ways too. Like nearly overarching characteristics that consumers
all tech giants in our list, Amazon achieves its value.
lowest score in our social responsibility metric.
Doug Gurr
UK Country Manager, Amazon
The top 15 Most Connected Brands UK 132 nd
GOOGLE
2018
Average
100 2 nd
brand strongly overperforms on. ’Sadness’,
‘disgust’ and ‘anger’ are not associated with
MCB Index 131 Rank Google at all.
150 Prominence 142 2 Similarly, for all the modern concerns about
privacy and use of personal data, ‘fear’ is also
Distinction 127 2
barely associated with the brand. Compare
that with the other well known “services in
Emotion 127 3
exchange for data” tech company, Facebook
where performance on all of the positive
Dynamism 128 3
emotions is far below Google’s while ‘anger’,
50 ‘sadness’ and ‘disgust’ are much higher.
Facebook offers a good example of why Google
must make sure consumers don’t start to
have doubts about the overall “free services
Comfortably cutting edge in exchange for your data” bargain that they
provide. Google overperforms other brands
on almost every measure we have (there’s
The most important thing to remember about of the infrastructure of everyday life rather a reason it’s ranked second overall) but the
Google is that the consumers who use the bulk than a cutting-edge technology company? measure it overperforms the least on is
of their services are not their customers. As ‘social responsibility’. Facebook’s controversies
everybody knows, Google’s primary business For a company that revolutionised the way since 2016 clearly show up in how much they
model is an advertising platform which gathers people find information – and even find their underperform on social responsibility. But
data on the consumers who use their tools by way around where they live – Google scores they also underperform against Google in
making those tools intuitive, useful, essential remarkably low on ‘are always looking to push how useful people think their services are.
and, above all, free. the boundaries’, far behind Amazon and Apple. While both companies mine user data to sell
They even fall behind Uber, a business that is advertising, the trade-off offers better value
A look at how Google scores on our brand basically a taxi company with an app that has for consumers because Google’s products
attributes illustrates this starkly, over-indexing yet to break even. are a more useful part of day to day life than
the most on ‘a brand I could not live without’ Facebook’s. The lesson here (as well as the
and under-indexing enormously on ‘has great Does any of this matter? While consumers more obvious one of ‘don’t allow your brand to
promotional offers’. don’t see it as excelling at pushing boundaries, become embroiled in political battles’) is that
the emotional reaction the brand elicits is brands like Google need to make sure that the
But is Google at risk of becoming too essential nothing but positive. ‘Inspiration’, followed by bargain works as well for consumers as it does
to peoples’ lives? Do people now see it as part ‘happiness’ and ‘belonging’ are the feelings the to advertisers.
The top 15 Most Connected Brands UK 143 rd
CADBURY
2018
Average
100 8 th
MCB Index 125 Rank
150 Prominence 138 3
Distinction 117 11
Emotion 127 2
Dynamism 118 8
50
The sweet taste of success
Last year Cadbury placed in the top ten of In relation to brand imagery, Cadbury achieved
our index, sitting comfortably at number the highest score in the top 100 for ‘a brand
eight. This year, the brand has improved on its that makes me smile’. Along with the natural
former position, rising up the ranks to become grin-inducing reaction to eating a Dairy Milk, the
the third Most Connected Brand with UK continuous light-hearted advertising from the
consumers. A great result for the only British brand, with entertainment at the core, will have
(definitely still British) brand in the top five of certainly contributed to the result. The brand
our Index. also over indexed on being an ‘iconic brand’ –
unsurprisingly so, we can recognise that purple
Cadbury’s number three ranking is due to a or Pantone 2685c, to be exact, anywhere.
strong performance in Prominence as a top of
mind brand and the emotional connection it Buzz (i.e. currently hearing a lot about the
has developed over time with consumers. brand) was another area the brand achieved
The top 15 Most Connected Brands UK 15 15Prominence
138
Cadbury
107
Food & drink
category average
10 20 30 40 50 60 70 80 90 100 110 120 130 140
Emotion
127
Cadbury
106
Food & drink
category average
a strong score for. Much of what we’ve all heard On the topic of engagement, TV advertising Cadbury’s score for social responsibility and bar will help to fund crucial services and care
in the years since Kraft acquired the company has taken a sentimental direction for Cadbury being a brand that ‘puts people before profits’ to those who need it most. Such activism from
has centred around the Americanisation of in the last couple of years. The most recent were relatively average in comparison to the a brand of Cadbury’s stature will no doubt
British chocolate, threats to UK jobs and most example celebrates the relaunch of the brand’s other brands in the top 100. However, just resonate strongly with consumers who are
recently, the sugar tax and the taste effects biscuit portfolio under the title ‘Cadburyness recently, Cadbury has for the very first time increasingly more inclined to support brands
on traditional Cadbury recipes. However, the Baked In’. The heart-warming advert centred removed all the wording from its Dairy Milk that support causes. It will be interesting to
confectioner has continued to balance out the around the generosity in sharing Cadbury packaging and ‘donated the words’ to Age UK see if Cadbury continues such favourable acts
corporate murmur and engage the nation with Chocolate Fingers, showcasing Cadbury as to help combat loneliness in older people. The of social responsibility and the subsequent
controversial collaborations (Crème Egg Heinz a brand that brings people together, sharing proceeds from the limited-edition chocolate impact on consumer perceptions of the brand.
Mayonnaise anyone?) and flavour fusions with experiences and building connection.
other sweet favourites such as Oreo and Daim
to refresh the traditional staples.
The top 15 Most Connected Brands UK 16Think chocolate, think Cadbury.
Think Cadbury, think chocolate.
Cadbury is an iconic brand that we’ve all grown up with and to not only remain relevant to its audiences of all ages but The word ‘purpose’ can be overused in communications but
enjoyed at some point in our lives; from Christmas selection to respond to the changing needs and desires of society. it’s one that works for Cadbury. Just think of the recent Dairy
boxes to Easter eggs to Mother’s Day treats and everything The rallying call to tackle obesity continues. Similarly, to Milk ‘Donate Your Words’ campaign in partnership with Age
in between. Who can forget their first memory of a Cadbury other FMCG food and confectionary retailers, Cadbury isn’t UK; created to encourage people to take time out to speak
crème egg – how did you eat yours? Whether you’re six, 16 or the only brand facing pressure about sugar content in its to the lonely elderly. A concept that goes to the heart of our
60, if you’re having a good or a bad day, if you’re celebrating products. In response, it reduced the amount of sugar in its society and strikes a chord, even with the most hardened of
or commiserating - Cadbury works wonders, literally. Dairy Milk by 30% which went down a treat. people. This is Cadbury at its best, going back to its Quaker
roots. The campaign is a stroke of genius with 30p from the
Created in 1824 and formerly known as Cadbury’s, The brand is now facing a renaissance as it attempts to
sale of each bar donated to Age UK. It continues to bank on
then Cadbury Schweppes and now owned by Mondelez deepen the emotional connection by physically involving
its heritage as a family brand.
International, it has successfully tapped into the emotional consumers so they in turn feel involved and part of the
psyche of consumers by deploying a number of broader Cadbury story. The Annual Inventor competition, now in its While Cadbury may not always get it right in every
marketing strategies which has included using a host of second year, is a clever example of this. Whilst not an entirely country and it may now be owned by a multinational, it
celebrities in its television ads. And who can forget some of original tactic, it’s one that has traction and resonates. Who fundamentally remains a British favourite that has stood the
those eye-catching ads that have gone down in marketing doesn’t want to become a Willy Wonka. test of time.
folklore, albeit now seem dated.
And its ‘Build Your Own Chocolate Christmas Cottage’ ‘Thank You Very Much’ Cadbury.
Today the world’s second largest chocolate brand, which puts the fun back into chocolate – who doesn’t love getting
was first granted a royal warrant in 1854, is evolving in order chocolate on their hands.
Beverly Aujla
Director, Lansons
The top 15 Most Connected Brands UK 174 th
SAMSUNG
2018
Average
100 7 th
MCB Index 122 Rank
150 Prominence 124 15
Distinction 118 7
Emotion 124 6
Dynamism 121 7
50
Doing the impossible So, what has Samsung been up to this past
year to elicit these changes in perception?
human-centred communications strategy,
which focuses on how technology can help
people excel and connect with others in their
Samsung has shot up the UK Most Connected last year in our ranking due to its reputation Arguably the reception to its latest line of personal and professional lives.
Brand ranking in 2019 to fourth, a rise of three for delighting consumers with sleek design Galaxy and Note phones has been muted,
places. Even more encouragingly they have and innovation, its decline in these metrics with expert reviews highlighting the lack of Their flagship brand advert dubbed “The
overtaken their smartphone rival Apple, which illuminates how Samsung’s improvements breakthrough innovations seen in the latest Future” encapsulates this approach,
now lie in 14th place - a fall of nine places. have contributed to its rise up our rankings. Google and Huawei camera technology, showcasing their vision of the relationship
whilst nonetheless praising the incremental between technology and people. The use of
A solid allrounder, Samsung has few discernible Samsung comparison scores improvements in design and hardware. A virtual and augmented reality in this advert
flaws as brand in the eyes of consumers; either similar story exists in Samsung’s other core alongside forays in folding phones (functionality
maintaining or improving since 2018 across consumer categories; TVs, laptops and issues aside), as well as their QLED TV
all our metrics, with particular improvements Emotion ranking household appliances such as fridges and technology will have helped to cement sub-
in Prominence, Popularity, Connection and washing machines: high performing products conscious consumer perceptions of innovation.
Setting Trends. These latter two metrics are
kingmakers within the technology category,
2018 9th 2019 6th no doubt, but by no means ground-breaking.
We see these perceptions reflected in our
with the ever-advancing personalisation However, success isn’t purely driven by data, with emotions such as love, happiness,
and innovation of products and services Setting trends ranking product innovation and where Samsung have belonging and security all strongly associated
excelled is how it communicates its’ purpose to with the Samsung brand.
9th 6th
cornerstones of established tech Goliaths
and start-up’s alike. With Apple’s success 2018 2019 consumers. Samsung have adopted a
The top 15 Most Connected Brands UK 185 th
EBAY
2018
Average
100 9 th
MCB Index 120 Rank
150 Prominence 125 13
Distinction 121 5
But consumers want more from brands than
simply a cost-effective way of fulfilling their
Emotion 119 11
needs. They want to connect with brands
which are representative of their lives, whoever
Dynamism 118 9
they are, whatever the economic, political or
50 social circumstances, and it is here that eBay
thrives. Twenty-four years after the platform
was founded eBay is not only recognised for
its ability to cater to diverse groups of people,
but also to represent ‘someone like me’. It’s a
Thriving, not just surviving fine line, but eBay succeeds because its offer is
fundamentally dependent on people being able
to buy and sell individual, often personal, items
In the past 12 months, over 1,300 new that eBay is thriving. Propelled from ninth in on an unprecedented, global scale.
businesses generated more than £1million 2018 to fifth, the tech giant scores consistently
of sales using the eBay marketplace. well across all four Most Connected Brand Although detractors may therefore argue
measures, but it is the ubiquity of its offer that the brand has perhaps lost some of the
Speaking to the BBC, Rob Hattrell, eBay’s combined with its prominence in the market innovative, challenger sheen of the dot.com
vice-president in the UK said: “The uplift in the that is driving connection in 2019. bubble - with only 18% of respondents viewing
number of eBay millionaires demonstrates eBay as ‘always looking to push the boundaries’
how entrepreneurs up and down the country Yes, eBay is understood to offer value for -, the future nevertheless looks bright for the
are keeping up with the ever-changing needs money. Yes, eBay is recognised for the tech platform. Increasingly environmentally
of consumers, despite some tough economic strength of its promotional offers. And yes, conscious consumers seeking to reduce, reuse
conditions”. eBay performs strongly in terms of offering and recycle mean that eBay has an opportunity
great products or services – all of which are to once again be at the forefront of a significant
Yet it is arguable that it is not despite, but undisputedly key drivers of choice in social movement which allows people to thrive,
actually because of, these economic conditions uncertain times. not simply survive in uncertain times.
The top 15 Most Connected Brands UK 19Let there be life
It’s tricky being a retailer right now. Traditional retailers with today? Ha! You will have to wait days, maybe weeks. matters is finding unique stuff for an unbelievable price. Or,
the clock running down are desperately trying to get online offloading questionable possessions you no longer want and
eBay, not for these reasons, is refreshingly old-fashioned. The
match-fit. Online retailers fending off an inexhaustible set of getting a few quid to add to the holiday fund. eBay’s emotional
brand’s success in communications has been to stay true to
competitors are frantically trying to assimilate decades of brand power and connection comes from keeping its product
what consumers love about the brand – choice, value and
physical retail secrets in order to thrive and survive. Phygital truth and product benefit central to its brand storytelling.
discovery. And to keep its product truth firmly at the core of
retail is the future, they all believe. It’s a race to the middle.
its advertising. But whilst that might be refreshingly old-fashioned
Plugging away in the midst of all the chaos is eBay. Quietly marketing, its creative execution is anything but.
Fill Your Cart With Colour is the very truthful, very relatable
going about its business of being the world’s largest online
brand platform. It is a celebration of its sellers and buyers. eBay is rightfully one of the (UK’s) Most Connected Brands.
marketplace.
It flatters their need for self-expression and individuality but
Their recent campaign If It’s Happening In Your World, It’s
eBay shouldn’t work. The merchandising of goods is below- at the same time it’s a message with relatability and scale. It
Happening On eBay is a very contemporary take on an old
par. Quality is unknown until arrival. Nothing turns up when it’s is a useful, universal truth. Because who doesn’t want to be
fashioned retail message (choice). The campaign invites you
supposed to. The delivery experience will never be worthy of different?
to make the connection between contemporary culture
an un-boxing video. Returns are impossible; confrontational
It would be easy for eBay to lock onto the trend for brand and eBay. eBay is not a retailer studiously keeping on top of
even. Trust is shaky at best.
purpose. You can imagine the brand line Recycle The World. fashions and tastes. eBay is a mirror held up to culture and
Yet it ignores the pressures of Amazon and the benchmark It is tempting and highly credible. But to do so would be to put is what its users make it. There can be no greater symbiosis
it sets for digital retailing. There will be no purchases made in brand vanity before the primary user motivation. between a brand and its audience and therefore no greater
fewer than 10 clicks. And it stays stoic in the face of Argos and emotional connection. The message is eBay is people. eBay
Keeping stuff out of landfill is a side benefit. What really
its impressive standards of physical retailing. Collect in store is life.
Lisa Gulley
Planning Director, Red Brick Road
The top 15 Most Connected Brands UK 20The original disruptor comes of age
The original disruptor of the e-commerce world, eBay has Whether an item is new, luxurious or rare, fashionable or biggest trading days like Black Friday, and over a thousand
come of age – but it’s still shaking up traditional retail with one-of-a-kind, it’s probably for sale on eBay.co.uk. The British sellers who started with a shop on eBay are now
a global marketplace that welcomes big brands, empowers brand’s mission is to be the place where the world shops running million-pound businesses, providing jobs to people in
entrepreneurs and serves 27 million customers a month in first, and a continued focus on its powerful search gives their communities.
the UK alone. strength to that promise.
Each year eBay champions the best of its sellers through the
eBay was the first online marketplace. Today, it’s a household While eBay remains true to its marketplace roots, 89% of the eBay for Business Awards: a nationwide hunt for the best
name. A regular feature in lists of best loved brands, it items for sale on eBay are now offered at a fixed price and and brightest innovators on the marketplace. As a hub of
connects millions of buyers and sellers, helping customers to 80% are brand new. The UK’s big retail brands also continue retail in the UK, the marketplace also continues to welcome
find the item they’re looking for from its 1.2 billion listings. to gravitate towards the marketplace, setting up their own top brands to the site – including Adidas, Currys, Halfords,
eBay stores to be where British consumers are shopping. Canon, Jigsaw and more.
With buyers in 190 markets, trade is fast. The 2018 World
Cup had us bringing home a waistcoat a minute in July due All sellers on eBay benefit from one of the most popular eBay’s vision for commerce is one that is enabled by people,
to Southgate fever and eBay reported nearly two searches mobile apps in the market – downloaded more than 440 powered by technology and open to everyone. eBay focuses
for ‘Chesterfield Sofas’ every minute following the debut million times and counting – along with a ready-made web on providing opportunity for all, allowing charities, businesses
of BBC One’s hit TV show, McMafia. This incredible interest presence that is fast, mobile and secure. and individuals to participate in – and benefit from – global
directly benefits the small businesses who trade on eBay, commerce. This is bolstered by eBay for Charity, allowing
Throughout its 23-year history, eBay has helped many
giving them access to an audience once unthinkable for a people to easily support their favourite charities when buying
thousands of small businesses to succeed. Small British firms
small shop on the high street. Unlike other online platforms, and selling.
regularly rank in the top five grossing sellers on eBay.co.uk’s
eBay does not compete or undercut its sellers.
EBAY UK
The top 15 Most Connected Brands UK 216 th
HEINZ
2018
Average
100 3 rd
MCB Index 120 Rank
150 Prominence 126 10
Distinction 115 13
Emotion 127 4
Social responsibility is an area which
Dynamism 111 19
continues to become more and more
50 important for brands to address as
consumers become increasingly aware of
the importance of these issues and the
power their purchases have to enact social
change. From the food and drink brands in
Heinz means more than heritage our top 100 only PG tips & Cadbury perform
better than Heinz on social responsibility.
Heinz retains a spot in the top 10 Most That is very much a feature of our data with When Kraft Heinz was formed in 2015
Connected Brands ranking, although it has Heinz ranked one of the brands with which corporate citizenship and sustainability
dropped three places from last year and is consumers are most familiar. were prioritised. The organisation’s vison
surpassed by Cadbury as the number one of “Growing a better world” by working
FMCG brand. It is also ranked joint second within the FMCG to improve the planet, people and the
category for Emotional connection. Heinz communities where they work and live
The Swiss army knife of the kitchen, however, may not have the buzz of brands like Google remains central to its efforts. Key initiatives
is in rude health. Celebrating its 150th birthday, or Apple, however, it is no less of an iconic have focused on the environment, palm oil,
Heinz is a brand that consumers know they can brand. More people could live without an Apple animal welfare and human rights.
rely on, and do so time, and time again. product than one from Heinz, illustrating the
strength of the product portfolio united under Clearly Heinz is a brand that has managed
the Heinz banner. to embrace its heritage and deep-seated
consumer love with the demands that
modern society places on the brands. Who’s
up for another 150 years of beans on toast
and ketchup on your chips?
The top 15 Most Connected Brands UK 22150 years of uncommon success
Heinz is one of the most loved and trusted brands on the average UK household purchases a Heinz product more
supermarket shelves, a reputation that has grown through than 13 times per year.
generations of enjoyment of Heinz varieties. Testament to
Driven by consumer insight and our innovative culinary skills,
this enduring popularity is that Heinz is celebrating its 150th
Heinz has also invested in bringing new recipes and pack
birthday this year. Heinz shopping basket essentials are
formats to the market including microwaveable Snap Pot
as relevant today as when they were first sold in London’s
Heinz Beanz and Pasta; Seriously Good Mayonnaise, Soup of
Fortnum & Mason and have become part of the national diet,
the Day, microwaveable pot soup and reduced salt and sugar
offering mealtime favourites for everyone.
Heinz Tomato Ketchup.
Heinz has long held number one positions in key grocery
Heinz continues to connect by building on its heritage of quality
categories, underpinned by exceptionally high-quality
and transparency; offering delicious family favourite food; and
standards. These include Heinz Beanz, Heinz Cream of Tomato
by innovating to accommodate changing consumer needs.
Soup, Heinz Tomato Ketchup and Heinz Salad Cream. The
popularity of Heinz in the UK is illustrated by the fact that 88% As Henry J Heinz said himself: “To do a common
of households buy at least one Heinz product every year and thing uncommonly well brings success”.
Colin Haddley
Director of Strategy, Insight, Capability & Marketing Services,
The KraftHeinz Company, EMEA
The top
Most15Connected
Most Connected
BrandsBrands UK 237 th
WALKERS
2018
Average
100 14 th
MCB Index 119 Rank
150 Prominence 126 11
Distinction 111 20
Emotion 122 7
Dynamism 116 11
50
Extra crunch
Walkers are another of this year’s movers and Whilst being top-of-mind is crucial in the FMCG
shakers. Up seven places from 2018, they come sector, the secret to Walkers success this year
in a significant 10 places ahead of the next food has been their doubling-down on connection
and drink brand: Coca-Cola. with consumers. The brand is highly associated
with the feelings of comfort and happiness,
Both Walkers and Coke trade heavily on illuminating the surprisingly emotional role that
audio/visual cues to remain omnipresent in crisps play in the life of an average Brit.
the minds of consumers; the rustle of foil and
subsequent crunch of eating crisps is almost Walkers have managed to cement these
as ubiquitous as the sharp ‘psssst’ of a fizzy emotions by delivering happiness in the form
drink being opened. Although neither of these of competitions to win tickets to see the Spice
sounds are unique to either brand, when used Girls and creating comfort in a troubled nation
in combination with truly distinctive assets, by emphasising its ‘Great’ British potatoes and
such as the Walkers logo and the continued installing famous landmarks from throughout
relationship with Gary Lineker, you’ve got a the UK on its packaging. These two core
recipe for prominence. emotional pillars shine through the brand’s
The top 15 Most Connected Brands UK 24Walkers emotional response map
Happiness :)
Comfort
marketing strategy and has fostered the notion people before profits or particularly inclusive.
that it is a ‘brand people couldn’t live without’. Investments such as launching a recycling
Combined with the perception that they have scheme for used packets of crisps and pledging
‘great promotional offers’, it’s little wonder they to ensure all packaging is recyclable by 2025
are one of the top brands that people say will go some way in sedating these opinions.
make them smile. However, as brand purpose proliferates the
FMCG world, they will need to continue to
Endorsement
Looking to the future, Walkers is not without commit to corporate responsibility initiatives
its share of challenges. Trading in a sector if they want to keep connected to the British
increasingly under environmental and ethical public.
scrutiny, Walkers needs to be wary of the
fact Brits don’t see the brand as putting
Speed
The top 15 Most Connected Brands UK 25Walking on sunshine
Every time the sun comes up, Walkers produces for category champions (remember Ski yoghurt?) remains an everyman and a millionaire - so the brand
11 million packs of crisps. The brand doesn’t just is both accessible and superior.
Walkers has dodged that bullet by balancing strategic
dominate its rivals, it crushes them - selling four times
consistency with tactical variance. It doesn’t mess Is success sustainable? The sector shows some
as many as own label or McCoy’s.
with its core brand assets, but at the same time is movement towards perceived “healthier choices” like
How has Walkers become, and more impressively responsive and topical. The ‘Do us a flavour’ initiative popcorn. Healthier? What is Generation XL learning
remained, both the out-and-out leader and one of is a cracking example of customer engagement in school these days? And whilst the public at large
Britain’s best loved brands? In a word: relatability. and testing the boundaries of brand and taste. might not be turning their backs on snacks, surely a
Cajun Squirrel anyone? Not everything has gone responsible business faces up to the impact of its
A fat slice of the population relates to and connects
smoothly. The Walkers Wave activation campaign was products? A ‘naughty but nice’ brand personality is no
with Walkers. Why? Because crisps are an integral
overwhelmed by a tsunami of trolls. substitute for promoting poor choices about diet.
part of popular culture. The average Brit eats 150
packets a year. They literally make us, us. Snacking and Perhaps mistakes have amplified the relatability of the So, it might be time for the brand, at 70, to show
grazing have elbowed-out sharing and dining. And with brand. Nobody’s perfect after all. Not even gorgeous more maturity. Brits love to think that “It’s only a bit
every meal a picnic, it is crisp-o-clock all day long. Gary, the silver fox. Sticking with Lineker feels to me to of a laugh” and the brand’s relatability rests on its
be a masterstroke. I’d guess that only a small minority light-heartedness. But the nation has sleepwalked
And Walkers haven’t stood still. They have stretched
of munchers know about the Leicester legacy that set into a heavy-weight obesity crisis, propelled in part by
the brand judiciously to build a sunny family of sub
up Lineker as the brand spokesperson. And fewer still the meal deal and the unholy trinity of butties, crisps
and endorsed brands, including ‘extruded snacks’ like
know about his unblemished disciplinary record that and pop. PepsiCo is committed to ‘Performance with
Doritos and Wotsits. But it is surely their readiness
underpinned the Nice Guy persona. Mr Salt ‘n’ Lineker Purpose’ and will shift towards healthier and more
to adapt its heartland products playfully that makes
may now be more known for his banter and peppery nutritious products. That’s a good direction of travel.
Walkers stay special. Becoming generic can spell doom
tweets than his goalscoring, but just as Lineker My advice? Run, don’t Walk!
Alec Rattray
Consultant
The top 15 Most Connected Brands UK 268 th
YOUTUBE
2018
Average
100 6 th
MCB Index 119 Rank
150 Prominence 113 29
Distinction 122 4
Emotion 117 12
Dynamism 122 5
50
Still tuned in
YouTube presents a challenge for brand But YouTube’s combination of user generated
analysts in that their competitive set is hard to content and widespread reach is unique and
pin down. There are other websites that allow that brings enormous benefits as well as
you to create a profile and upload videos for huge challenges.
others to see, but none of these websites were
chosen by consumers to be part of our top 100 The sheer variety of content available means
Most Connected UK brands. that YouTube can produce the kind of tailored,
emotionally rewarding experience that most
In terms of reach for video content, YouTube’s brands would kill for. In our metrics, YouTube
closest competitors in our list are arguably matches Netflix for ‘caters to diverse groups
streaming services like Netflix or more of people’ and ‘represents someone like me’
traditional broadcasters with an online while beating all others on being a brand that
presence like the BBC. ‘makes you smile’. The emotions each brand
The top 15 Most Connected Brands UK 27brings to mind support this as well. YouTube
outperforms Netflix on ‘happiness’ and
scores comparably to Netflix and the BBC
for ‘amusement’.
more time watching YouTube videos by Godwin’s law in which, as a person spends
The downside of hosting rather than producing recommending content they are likely to watch more time on the site, the chances of being
all of the content on your platform is that through to the end. The problem, as everyone suggested extremist content approach 100%.
it leads to a loosely regulated environment knows, is that the factors that make a video
where, unlike Netflix or the BBC, the overall compelling to watch seem to have an inverse This has already had an effect on the bottom line
brand has less control over what is shown relationship with whether or not the video is with concerns about extreme content prompting
on their platform. The sheer amount of truthful and accurate. The videos most likely some advertisers like Mars, Diageo, and Sky to
content and the automated systems which to guarantee a person stays on YouTube tend scale back or even cut spend completely. Facebook underperforms significantly here
choose which videos to promote can lead to to evoke emotions like fear and anger which while YouTube has a similar score to Netflix
unintended side effects and there is a reason correlate strongly with conspiracy theories However, the good news for YouTube is that, so and a few below that of the BBC.
why no other brand has an equivalent of and far right extremist content. There are far, the issue has not dented perceptions of the
YouTube’s “extremism problem”. numerous examples of people watching an brand. YouTube’s role in recent political events YouTube’s challenge therefore is to get the
uncontroversial video before being directed has not been as controversial or well publicised extremism problem under control before
Put simply, YouTube’s suggested videos down the rabbit hole towards more emotionally as Facebook’s and this shows in how the two concerns cut through from tech circles to
algorithm is designed to ensure people spend engaging (and extreme) content, a form of score for ‘social responsibility’. the general public.
The top 15 Most Connected Brands UK 289 th
ALDI
2018
Average
100 21 st
MCB Index 117 Rank
150 Prominence 113 28
Distinction 114 14
Emotion 117 16
Dynamism 125 4
50
Front and centre-aisle
Aldi has had an impressive 12 place climb from the brand is certainly hitting the right notes
last year’s ranking to claim the number nine with consumers and it’s therefore unsurprising
spot in our Most Connected Brands UK Index it’s been a record-breaking year for the
this year. What’s more, the grocer is now the discounter. Aldi reported its highest ever sales
highest-ranking supermarket, overtaking Tesco for the Christmas and Easter periods this last
who claimed the supermarket top spot last year, suggesting the supermarket is becoming
year. Aldi’s promise to deliver quality produce a seasonal staple for grocery shoppers.
at affordable prices has naturally resonated
with consumers, scoring the highest in our The supermarket’s popularity has traditionally
index on ‘value for money’ and providing ‘great been most prevalent in older shoppers, aged
promotional offers’. The latter scoring three 50+, who on their own would have placed the
times higher than the average endorsement discounter as the fifth Most Connected Brand.
for the statement. With that level of validation, However, with the launch of a number of Aldi
The top 15 Most Connected Brands UK 29Supermarket rankings
MCB Index ranking Where supermarkets sit in the top 100
9th ALDI
15th TESCO
Local stores in London earlier this year, the Grocery market share has been a growing
18th LIDL convenience and experience of the discount topic of conversation in the retail world since
supermarket will likely to lead to increased the German discounters started building
20th MARKS & SPENCER popularity with young people living in the consumer momentum and overtaking the
capital looking for easy ways to save. long-established British competitors. Now, with
26th SAINSBURY’S only 1.9 percent difference in overall market
However, it’s not only the cost-saving aspect share, it may be only a matter of time until Aldi
27th ASDA of shopping at Aldi that many find appealing. overtakes Morrisons and breaks into the ‘big
Social responsibility and sharing ‘values or four’ supermarkets.
37th MORRISONS ideals you can relate to’ were other elements
that the brand performed particularly well on. From the mystery of the ‘middle aisle’ to
48th ICELAND Whether this is reducing its carbon footprint, the copycat brand alternatives and the
ensuring there is honesty and integrity in their high-quality grocery items that sometimes
65th CO-OP supply chain or sourcing produce from local seem too good to be true, Aldi has set new
farmers, the brand is saying and doing all the expectations for shoppers and thus redefined
78th WAITROSE & PARTNERS right things to build connection with consumers. the supermarket category.
The top 15 Most Connected Brands UK 30Everyday amazing for everyone
As a discount supermarket with a clear focus on value, Our core range of fresh produce is offered at a 40%+ and energy efficiency. In 2019 we partnered with
quality, range and provenance, our customers are at discount through our Super 6 initiative which refreshes Neighbourly to donate surplus food from our stores
the heart of everything we do. every fortnight; while our 100% British core range fresh across England, Scotland and Wales, helping to support
meat is reared to Red Tractor standards. We make the communities where we operate.
We opened our first UK store in 1990, and from there
sure our range matches the very best brands in the
we have grown to become the fifth largest supermarket We’re proud that our core values are at the heart of
market and in 2018, we won more than 400 awards for
in Britain. Our business approach everything we do, whether it’s backing British farmers
the quality of our products.
is long term and is based on our three core values; through the NFU’s Fruit and Veg Pledge or educating
consistency, simplicity We are confident that when like-for-like products are children on the benefits of fresh food with our Get Set
and responsibility. compared, we will never be beaten on price and the to Eat Fresh campaign. Our aspiration is to leave a
average price per pack of Aldi products remains the lasting legacy for future generations.
Now with over 830 UK stores and more than 32,000
lowest in the sector. This means that all Aldi customers
UK colleagues, we offer an award-winning range We offer amazing quality products at unbeatable prices
can access fresh, quality food at affordable prices.
of carefully curated, high quality products. Our - facilitated by a lean business model, an Everyday
commitment to price leadership continues to attract Our credentials are the best in the business. In the last Low Pricing mechanic, and a sustainable supply chain.
hundreds of thousands of new customers through our year, we have prevented over 2,800 tonnes of food We are driven by our founder Karl Albrecht’s vision:
doors every year. from going to landfill and secured a ‘carbon neutral’ “Access to fresh, healthy, affordable, good
status following investments in green technologies quality food is a right not a privilege.”
ALDI
The top 15 Most Connected Brands UK 3110 th
MICROSOFT
2018
Average
100 10 th
MCB Index 117 Rank
150 Prominence 125 14
Distinction 118 9
Emotion 115 19
Dynamism 112 16
50
The role it has played in providing usable and
Keeping the standard set accessible personal computers for decades
ensures it is now seen by the majority of the
UK population as a key part of their lives,
Microsoft has retained its place within the list Ultimately, Microsoft isn’t perceived in the regardless of whether they are younger or
of top 10 Most Connected Brands in the UK, same way as its main competitor. Its brand older. Not only is the brand perceived to
which is no mean feat, especially in the realm equity is not bound up with it being an offer great products and services (51%) and
of large multinational tech companies where extraordinary innovator and driver of change, understands what is important to them (30%),
competition is fierce. but in something a bit broader. but just under a third (30%) also think that
they cannot live without the brand. This strong
It’s been a good period for the corporation Key is Microsoft’s relatively strong score on performance, especially on being perceived Whilst the brand is not perceived to be quite
in relation to its main competition: last year connection. While technology brands more as a necessity, puts it in a league of brands as innovative as its main rival, Apple, Microsoft
Microsoft overtook Apple in value for the first generally have a slightly above average score that are simply seen as indispensable by continues to be seen to push the boundaries
time since 2010, and in April of this year it on Emotional connection (102), Microsoft has a consumers. and to benefit from a broader base of
became the third US company to be valued score of 115. Ultimately, its long-time place as engagement from consumers. Unlike Apple,
at over USD$1 trillion. We have also seen the market leader of home computing means However, this isn’t to say that Microsoft doesn’t which performs best amongst under 35s, the
Apple fall out of the UK top 10 while Microsoft that it holds a strong place in consumer’s also succeed in many of the places that tech generational divide in perceptions of Microsoft
maintains its 2018 ranking. But what is it behind hearts that other brands can’t quite reach: brands tend to. Microsoft overindexes in being are much smaller, providing the brand with
this success? 65% associate security with the brand, while viewed an iconic brand (59%) and in being seen a less narrow and potentially less fickle
50% also associate Microsoft with hope. to push the boundaries (36%). foundation of support from consumers.
The top 15 Most Connected Brands UK 3211 th
NETFLIX
2018
Average
100 30 th
MCB Index 117 Rank
150 Prominence 114 26
Distinction 118 10
Emotion 109 29
Dynamism 128 2
50
Stream if you wanna go faster
Netflix has jumped up the ranks significantly It is deemed to be one of the killers of the TV
this year; now sitting just outside the UK license, which perhaps is not a surprise when
top 10 and is the highest placed media and even the most premium Netflix package is only
entertainment brand in the ranking. And if just the equivalent cost of a standard annual
those under the age of fifty had it their way, it TV licence.
would have hit the top five.
But is it all about cheaper viewing for
MCB Index ranking by age: consumers? Absolutely not.
18-34s 4th Though overperforming on all key drivers, there
is no question that Netflix’s strength lies in its
35-49s 3rd dynamism. Sitting only just behind the king of
market disruption, Amazon; on par with the
likes of Google and significantly ahead of the
Over 50s 34th entertainment average. See Graph 2 overleaf.
The top 15 Most Connected Brands UK 33Graph 1 Graph 2 Graph 3
Google search trend Dynamism index Claimed Emotion index
Netflix
BBC
Average
Netflix 138
Netflix
Google 128
Amazon Prime Amazon 128
Hope
Independence
Pride
Security
Surprise
Fear
Comfort
Amusement
Love
Sadness
Happiness
Anger
Inspiration
Disgust
Belonging
Sky
Entertainment
107
average
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
This sense of dynamism has by no means However, it’s not just the noise around the which UK consumers have known and loved The next challenge for Netflix appears to
happened by accident, Netflix has worked hard brand which is helping to boost its connection; before Netflix was a glimmer in their eye! be breaking down the barriers amongst the
for it. Their ATL spend grew by a whopping 213% Netflix are proving to deliver on experience baby boomer generation – but based on their
in 2018 (£15.3 million); coming after competitors as well. Being an entertainment brand, you’d So, what does the future hold for a brand previous success, this may well be more a
on their own platform, with 35% of that spend expect it sets out to make consumers smile; growing at such a rate? Well to be honest, question of when, rather than if.
being on terrestrial TV. And having found their with an entertainment category average index probably a lot of the same! There are no signs
USP through the global success of their first of 121, Netflix exceeds even in this area, with an of slowing down. Netflix’s ATL spend in the first
Netflix original series ‘House of Cards’ in 2013, index score of 177. half of 2019 is already double that of 2018;
the focus of spend has been on creating buzz they continue to break viewing records with
around this unique element. And create buzz This is probably to be expected when you see launches such as Stranger Things and they have
it has. Netflix overtook Sky on Google searches the deep positive emotional connection that it household names like Sandra Bullock, Jennifer
back in 2014 and continues to drive a significant drives with consumers, carving out a very similar Aniston and Ricky Gervais waiting on their
lead ahead of both Sky and Amazon Prime. yet less negative profile to the BBC, a brand roster.
The top 15 Most Connected Brands UK 34You can also read
