This Is What Drives Consumers to Love a Brand

Inspiration over utility

Video: Josh Rios/Breana Mallamaci; Editor: Nick Gardner

What a difference five years makes. According to global brand experience agency Momentum, what drives brand love has changed dramatically in that time. Five years ago, Momentum’s survey of 5,000 people showed that consumers saw brands first as a utility. When the same question was asked this year, the No. 1 reason people gave for loving a brand was that the brand provides inspiration. In this video, Momentum’s chief strategy and analytics officer Elena Klau, speaking at Adweek’s Elevate: Creativity event, discusses what this means for marketers.

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