Here’s What People Really Think of Leading Brands: 😍 😡 😴



The first-ever Brand Emoji Index is here and the results might surprise you.


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These days, if you want to say something swiftly and efficiently, you do it with an emoji.

Empty your Acorns account to fund a 10-day Euro trip? 💸.

Break up with your sig other? 💔 or 🍾, depending on the circumstances.

Spill Americano all over yourself on the morning commute? 💩!

There are various indexes that track the health of leading brands by capturing consumer perception. Studies like these are often comprehensive, spanning multiple questions and facets of sentiment, such as brand trust and reputation.

But how about an index that tracks consumers’ gut responses to brands, in the millennial generation’s preferred language? The marketing platform Crowdtap is first to have this idea, launching its inaugural Brand Emoji Index in April.

The study asked 600 Crowdtap members how they felt about leading brands spanning from luxury (Hermès) to finance (Morgan Stanley) to retail (Costco) and everything in between. The catch: the respondents could only present their feedback as a single emoji.

While not as expansive as a formal brand index survey, the findings reveal how people feel about everyday brands at the most basic level.

Brands that fared well include Pampers (😍), Google (😎) and Home Depot (🙂).

And as for those companies that have some work to do before they reach 💯, those included: FOX (😡), Hewlett-Packard (😴) and Zara (😑).

You can check out the complete index below.

Insight on emojis from this year at #SMWNYC

At #SMWNYC, Jeffrey Lancaster (Head of Product, Decoded) demonstrated the tools that marketers can apply to collect social media posts with emojis, product reviews, or customer feedback data, and apply methods of machine learning and sentiment analysis to better understand consumers.

We sat down with Jeffrey at #SMWNYC this year to get his perspective on the power of emojis, and how to analyze them for marketing purposes. If you want to watch Jeffrey’s talk or full interview, sign up for our live and on-demand video platform, SMW Insider.

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