"We believe if we can connect a brand to a feeling of personal happiness, in however small a way, then that brand will have a stronger emotional connection within the consumer and stronger place in his or her long-term memory. And so that brand will be better liked, better recalled and chosen more often. So a happy brand will be a successful brand."
"Political parties are not usually intrinsically happy units," Hastings added, "and their low score here reflects that. Party politics are losing relevance for many as they become less central to our sense of identity. Despite much advertising aimed at the emotions, the banks are all in the bottom quarter of the ranking, with only around 33 per cent claiming they are trustworthy. Perhaps there is an opportunity for a brave brand here."
Research surveyed 1,250 adults who rated brands on happiness-related criteria including optimism, playfulness, happiness, and trustworthiness. Cadbury ranked number one as the UK's happiest brand, followed by Andrex, Google, Fairy, Nivea, YouTube, Amazon, Mars, Walkers, and Heinz. Seven of the bottom ten places were political parties or banks, with the Liberal Democrats last, followed by RBS, the Conservative Party, and Ryanair. Facebook ranked 72 and Twitter 74. The findings link emotional connection with stronger brand recall and consumer choice and note low trust in banks presents an opportunity for other brands.
Read at The Drum
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