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NEW YORK, NY, March 25, 2014 /24-7PressRelease/ -- According to a new study, seen exclusively by Marketing Week, the happiest brands maintain an emotional bond with consumers. "Such connection is thoroughly developed over years by keeping advertising promises, customer care and hence gaining consumers' trust", explains Colm Horgan of Marketing on 6th, NYC, INC. The study reveals that Cadbury is the 'happiest' brand, followed by Andrex and Google on the second and third position.
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For the 'Happy Brand' study, undertaken by advertising agency Isobel in association with Cog Research, 100 brands were chosen from the biggest market categories and the largest brands in those categories feature in this study. Isobel identified brands with fundamental happiness about them rather than those going through a temporary happy period. The selected brands comprise retail, FMCG, politics, newspapers, banking, airlines and digital/entertainment. In order to measure the popularity of the brands among consumers, Isobel questioned 1,250 people to rank those brands on five core values: playfulness, generosity, happiness, trustworthiness and optimism.
The research reveals that the top ten of happy brands must score well on each of the five characteristics. Colm Horgan of Marketing on 6th, NYC, INC. says: "It becomes clear that happy brands create a positive image in the consumers' minds. They are trusted, make people feel good and hence increase brand loyalty." On the contrary, brands with lower scores are on the bottom of the 'Happy Brand' list for being 'less generous', 'pessimistic' and 'untrustworthy'. "Brands like Andrex, that have scored high in this study, stick to their advertising promises, so people know exactly what they get every single time they purchase a product of this brand," explains Colm Horgan of Marketing on 6th, NYC, INC.. "This creates trust among consumers and makes them want to come back," Colm Horgan continues.
The way towards the top ten of the Isobel study is message-driven advertising through charm and care. "It is all about building this emotional connection with people and delivering on a consistent basis," says Colm Horgan of Marketing on 6th, NYC, INC. Andrex for example guarantees 'soft, strong and very long' and the introduction of the puppy in the 1970s has allowed the brand to explore happiness as a theme. "Always shown as a playful, energetic and lovable character, the puppy provokes positive emotions and makes consumers smile, in turn helping to convey the attributes of our brand", explains Andrex' Marketing Director, Alex Pickering.
Marketing on 6th, NYC, INC., an outsourced sales and marketing firm based in New York City, are chosen by their clients to raise brand awareness and transmit a positive image of their clients' brands to consumers. "In addition to that," explains Managing Director Colm Horgan, "we provide advice and guidance for our clients and emphasise the importance of consistent advertising campaigns throughout all channels and consumer care." Colm Horgan believes that 'happy brands' are trustworthy and understand the importance of their customers by looking after them which leads to increased brand loyalty and return on investment.
Marketing on 6th is an ambitious Direct Sales force that links Fortune 500 companies to their future consumers.
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