Why Most Connected?

In an era of expanding customer expectations and constant competitive disruption, brands must continually find new ways to connect with consumers in order to thrive and grow.

Those that do are what we call Most Connected - the brands which are indispensable to consumers’ daily lives.

We created The Most Connected Brands Index to help businesses and brands understand how they are connecting with consumers and provide them with ways to improve.


Our aim is to be Earth’s most customer-centric company and we put customers at the heart of everything we do, so we really appreciate that customers feel so connected to Amazon
— Doug Gurr, UK Country Manager, Amazon


Not just another brand index

Why launch another brand index?

This is probably the question we’ve been asked more than any other over the last few months. And, from an outside perspective, we can understand why. There are a proliferation of indices already available to marketeers, brand owners and communications professionals.

But despite differing methodologies, markets and presentations, we noticed that they all had one thing in common. All of these indices ranked the performance of brands using a black-box analysis that was defined by experts working in the industry. None of them simply asked the people that have the power to build, define and sometimes destroy the brands and businesses marketeers create: the consumers themselves.

The Most Connected Brands Index was born out of this idea. That we would create an index based on what consumers think, feel and do. 6,000 consumers, 11,000 spontaneous brand mentions and 48,000 brand reviews, all fed through our analytical framework.

No black box solutions.

Just the brands that consumers connect with each and every day.

Whether you read this report from cover to cover, or simply flick through the pages until something catches your eye, we hope it inspires, excites and interests you to hear from the people who make brands what they are.


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THE top 100 most connected brands

Discover which brands are leading the way when it comes to consumer connection

Key trends

key trends

Explore the key trends set to impact connection in 2019

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sector overviews

Understand how brands are cutting through the noise to top the sector charts

our methodology


Find out how the Most Connected Brands Index was created