Starbucks is Most Engaged Brand

This morning I ran across an interesting followup to last week's post about Starbucks. A study by Wetpaint and Charlene Li of Altimeter Group found Starbucks to be the most engaged of the 100 top global brands studied.

They used "over 40 attributes" to measure engagement (p. 21)--no they didn't say which attributes. They then correlated engagement with financial results and found that "financial performance correlates with engagement" (p. 6). That alone should be enough to get your attention!


They discuss brand engagement best practices with emphasis on Starbucks but including others. There are other interesting findings, including a typology of firms based on their engagement practices. Is your brand a Maven, Butterfly, Selective or Wallflower? According to their findings, it matters!

A report worth reading--carefully!