Photo Credit: Tanya Gazdik/MediaPost
As the COVID-19 pandemic hits the 18-month mark, it’s no surprise that Purell is the brand that consumers use most, according to an upcoming study.
Indeed, the brand has even replaced the designer soap and lotions previously found in Delta Sky Clubs across the country.
Zoom and Netflix follow Purell and rank second and third, respectively, for increased usage during COVID, according to MBLM’s Follow-Up Brand Intimacy COVID Study, to be released Sept. 8.
The company conducted a study of brands based on emotions during the pandemic. MBLM (pronounced Emblem) uses emotional science to build and manage more intimate brands.
Brand Intimacy is the emotional science behind the bonds consumers form with the brands they use and love.
As consumers look to navigate a new phase of the pandemic that is a mix of in-person engagement and continued remote work, sanitizing products like those manufactured by Purell are essential to safely maintaining our social bonds, says Mario Natarelli, managing partner, MBLM.
"Brands that contribute to our collective peace of mind make business possible, people confident and contribute to our ongoing economic and social recovery,” he says.
As the pandemic continues, brands must be aware of the changing state of mind of consumers.
“For every brand, there are opportunities to build stronger emotional bonds – these bonds prove to drive financial results and distance the brand from competitors,” Natarelli tells Marketing Daily. “As consumers strive for normalcy, they will continue to depend on some brands at the cost of others – Brand Intimacy will help brands be on the right side of that choice.”
During summer 2021, 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 highlights, insights and rankings from this survey.