MIAMI – March 15, 2016 – Apple® (33 percent) would do a better job than politicians taking over U.S. government operations, says a new Breakout BrandsTM survey by rbb Communications.* The national survey tapped opinions on a variety of brand preferences.
Walt Disney (28 percent) earned the second spot on the list of brands that consumers would vote for to run the government, followed by American Express (18 percent), Facebook (11 percent) and Starbucks (10 percent) rounding out the top five. Americans identify with companies that focus on their needs – more specifically, brands that “get” them.
“Building a relationship with today’s consumer is a lot like dating,” says Christine Barney, managing partner and CEO of rbb Communications. “Brands like Apple do well at the dating game because they get into the consumers’ heads to achieve the kind of meaningful emotional connections that lead to loyalty.”
“American consumers have high expectations,” added Barney. “In fact, research shows that 57 percent of Americans are more likely to trust a company that consistently offers excellent customer service over one that consistently offers excellent prices.”
Other noteworthy Breakout Brand result findings include:
- 52 percent of Americans chose “responsive” when asked to pick the word that best describes companies they most want to do business with
- 44 percent of Americans think a “live” customer service agent they can speak to in-person or on the phone is essential for them to keep doing business with a company
- Americans chose Amazon (25 percent), Apple (15 percent) and Uber (13 percent) as the top 3 Breakout Brands of 2015
Understanding how the changing marketplace impacts Breakout Brands is vital in today’s world of social media. The full Breakout Brands report will be available soon.
Since 2012, rbb has been identifying “Breakout Brand” organizations that are adopting an evolutionary strategy to the traditional challenger brand approach. The term describes brands that focus on the customer, not the competition. By exploring key drivers behind customer buying behavior, rbb crafted the Breakout Brand strategy in 2013. Breakout Brands are those that focus on customers’ needs and emotions over just imitating the competition.
About rbb Communications
Champion of Breakout Brands, rbb is an award-winning marketing public relations firm with a national reputation for delivering results on par with the largest national firms, but with the individual attention of a boutique agency. Four-time winner of the “Agency of the Year” title, rbb’s staff excels in media relations, corporate and internal communications, digital/social media, product introductions, reputation management and crisis counseling. The firm’s capabilities encompass a variety of practice areas, including B2B, consumer products, financial and professional services, travel & leisure, health and fitness, and food and beverage. For more information, call (305) 448-7450.
* rbb surveyed 1,000 adults nationally between Oct. 6 and Oct. 9 2015, using an email invitation and online survey, with an overall margin of error of three percent. Quotas were set to ensure reliable and accurate representation of the U.S. adult population ages 18+.