According to Prophet’s fifth annual Brand Relevance Index (BRI) study, Pixar is listed as one of the top brands in the United States — Woohoo! What does it mean to be a relevant brand? This is one of the questions the consulting firm, Prophet, asked the 13,500 consumers they surveyed in the United States.
Simply put, the survey measures four brand principles: customer obsession, ruthless pragmatism, pervasive innovation, and distinctive inspiration. In majorly boiled down terms, we take this to mean how deeply are people obsessed with a brand, how does that brand make them feel, and how much does the brand push boundaries.
The survey had this to say about Pixar ranking number 9 in this year’s survey:
Whether it’s a plucky spork, a take-charge shepherdess, or angsty adolescent superhero, Pixar characters gallop into our hearts—and stay there. It ranks No. 1 in “Makes me happy,” “Connects with me emotionally” and “Engages with me in new and different ways.” Its two newest films—Incredibles 2 and Toy Story 4—build on the stories Americans of all ages already loved and sent Pixar flying into the Top 10, with uplifting messages for everyone. As its catalog of classics grows, Pixar gets more expert at seeding excitement, including Onward, which follows two elf brothers, and Soul, starring Jamie Foxx and Tina Fey.
Prophet’s press release notes, “Prophet’s Brand Relevance Index is unlike any other study out there because it takes into account real-time conversations with consumers – the only true experts – and uncovers substantial insights that can be directly applied to the business of brand building,” said Scott Davis, chief growth officer at Prophet. “It’s clear that to be successful, brands need more than size, functionality, and ubiquity. Today, brands must create a product, service or experience that seamlessly and consistently creates meaning, engagement, and authentic connections into consumers’ everyday lives.”
Pixar is no stranger to being in the top-10 of the BRI survey — over the 5 years which the survey has been administered, this is the third time Pixar has appeared in the top 10 and the fifth time they’ve been in the top 15 most relevant brands to those in the United States.
The top 10 brands share a commitment to staying ahead of customer needs and market trends – using data and technology to power their brands in the digital age. The top brands in the U.S. have a clear focus on maintaining relevance to achieve growth and drive transformation.
You can read even more on the top 50 companies named in Prophet’s full survey report.
Pixar Post — T.J.