Research firm APCO Insight’s study ranking the Top 100 Most Loved Companies discovered people are emotionally attached to tech companies, but Mickey Mouse steals everyone’s heart, with The Walt Disney Company winning the No. 1 spot.
Okay, who didn’t see Mickey coming, I guess.
Using its proprietary Emotional Linking model, APCO evaluated more than 600 of the world’s largest corporate brands, surveying 70,000 consumers in 15 markets worldwide. The study measured consumer attachment to brands based on the following eight emotions: understanding, approachability, relevance, admiration, curiosity, identification, empowerment and pride.
The study found tech brands outperformed other industries across all emotions, with Yahoo and Google following Disney for the No. 2 and No. 3 spots. Interestingly, Yahoo trumped Google on APCO’s list, while Apple showed up in the No. 9 spot, barely making the top 10.
Wait, back up. Yahoo!?
Seriously, Yahoo!? What were those criteria again?
understanding, approachability, relevance, admiration, curiosity, identification, empowerment and pride
Dude, most people probably don’t know Yahoo! still exists. And this isn’t all. Google, loved? SONY? Microsoft at #11, only two slots behind the Cult of Apple? This is an Onion article, right? I mean, I was a Microsoft customer for years – still am, in fact. And even during our highest moments together I never came close to loving them. When I look at that string of criteria, instead of “understanding, approachability, relevance, admiration, curiosity, identification, empowerment and pride” I recall bafflement, Bangalore, no real alternative, fuck Bill Gates, alienation, powerlessness and utter spite. Granted, thumbs up on curiosity, but mainly it was curiosity about why I continued to subject myself to the unrelenting annoyance.
I get Nestle’s and Hershey – that’s the chocolate talking – but I’ve never even heard of whatever #6 is. As for the rest, I mean, some of them are okay companies, but if you have an emotional attachment of any sort, please, seek help.
I have no real clue here, folks. The only useful conclusion I can draw from all this is that either something is very wrong with the methodology or something is very wrong with us.
I’m gonna go cuddle up with my Kenmore dishwasher now, if you don’t mind….