• by Tanya Gazdik , October 6, 2020

Zoom beat out other video conferencing software like Microsoft Teams and Google Meet to be the top brand that people have increased using during the pandemic.

Purell and Netflix follow Zoom and rank second and third, respectively, for increased usage during the COVID-19 pandemic.

That’s according to MBLM’s Brand Intimacy COVID Study, a study of brands based on emotions during the pandemic, which will be released Wednesday.

Brand intimacy is the emotional science behind the bonds we form with the brands we use and love.

Video conferencing has become a critical tool for working, learning and maintaining our social bonds, says Mario Natarelli, managing partner, MBLM. Like Kleenex and Xerox, Zoom has emerged as a verb for its ease of use and ubiquity, he says.

“Brands drive business, and they in turn are the fuel of our economy,” he says. “As we look to recovery, we wanted to reveal which brands consumers are bonding with now and why.”

During late summer 2020, MBLM conducted a quantitative survey of 3,000 consumers in the U.S. to detail their experiences across 10 industries and 100 brands. The Brand Intimacy COVID Study focuses on insights and rankings from this survey.