T3's Useful Brand Study Reveals That Usefulness is the New Differentiator for Consumers

Research finds 88% of Consumers Not Influenced by Advertising

Amazon Ranks as #1 Most Useful Brand followed by Band-Aid, Google and Kleenex

Millennials choose Google over Amazon as the most useful brand

Nov 04, 2015, 07:30 ET from T3

AUSTIN, Texas, Nov. 4, 2015 /PRNewswire/ -- Today, T3 revealed the results of their groundbreaking Useful Brand™ study, designed to identify what consumers currently find most useful about brands. Companies today are struggling to keep up with consumer demands—there is a growing divide between what consumers expect and what brands deliver. The Useful Brand study sought to determine how brands can work to close this gap and who is currently doing it best. The study revealed some surprising results and ultimately argues that brands have to walk the walk, not just talk the talk.

"Technology has not only changed the landscape, it's forever altered the fundamentals of marketing," said Ben Gaddis, Chief Innovation Officer at T3. "Today brands must keep pace with that evolution, and learn how to 'do' rather than just 'say' things in order to compete."

A panel of 5,500 consumers was interviewed for this first Useful Brand study. The study culminated in what T3 refers to as the Useful Brand Score, which is like a FICO score for brand usefulness. The Useful Brand Score is specifically designed to develop a more comprehensive business solution for brands—as opposed to a singular element such as just marketing, service or operations.

T3 found 14 different, specific expectations that brands must address in order to be considered truly useful to consumers. These include: association, value, trust, friendliness, confidence, safety, quality, efficiency, ease, consistency, availability, empowerment, innovation, and customization. These 14 elements are weighed to make up a brand's Useful Brand Score.

Usefulness differs by industry and offering, also by the age of the consumer and other demographics. Millennials' rankings of the most useful brands were much different from their older counterparts. For example, millennials rate Google as the #1 most useful brand whereas Boomers and Gen Xers are loyal to Amazon. LEGO, PayPal, and Netflix are also in the millennial top 5.

"It's our belief that the issue holding back most brands is an imbalance in a very simple equation," said Ben Gaddis. "Most brands focus their resources almost exclusively on 'saying' when in fact they should be focused first and foremost on 'doing.' It seems almost elementary when one says it out loud, yet it's a quality sorely lacking in the broader market."

The Top 50 Most Useful Brands

RANK

BRAND

1

Amazon

2

Band-Aid

3

Google

4

Kleenex

5

Visa

6

UPS

7

FedEx

8

The Home Depot

9

Microsoft

10

Quaker Oats

11

Windows

14

Clorox

15

PayPal

16

Hanes

17

Whirlpool

18

Glad

19

Campbell's Soup

20

Lowe's

21

Oral-B

22

Crest

23

Sony

24

Kenmore Appliances

25

General Electric

26

Cheerios

27

Bose

28

Hewlett-Packard

29

Jell-O

30

Maytag

31

Tide

32

Apple

33

Subway

34

Colgate

35

Lipton

36

LEGO

37

Ace Hardware

38

Advil

39

Wikipedia

40

Gillette

41

Nike

42

Levi's

43

YouTube

44

Adobe Systems

45

LG Electronics

46

Disney

47

Walgreens

48

Planters

49

Target

50

Bed Bath & Beyond

About T3

T3 is an independent creative agency specializing in innovative marketing campaigns that cut across all media channels. Founded by CEO Gay Gaddis in 1989, T3 is one of the largest independent agencies in the United States. In addition to its Austin, Texas headquarters, T3 has offices in New York City, San Francisco and Atlanta. T3 ranks among Adweek's Top 100 Agencies and Advertising Age's Top 100 U.S. Marketing Services Agencies lists. For more information, visit www.t-3.com.

Media Contact:

Katherine Goehring
512-757-2566
katherine@nashcommunications.com

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SOURCE T3