The Missing Link in Brand Purpose: Measurement

August 13, 2020

Jim Stengel’s post-corporate pivot was working with companies to discover and act on their purpose. His next move? Helping them measure how purpose pays.

The idea that brand purpose is key to a company’s success is one Jim Stengel, president and CEO of The Jim Stengel Company, has been talking about for more than 10 years. He focused a consumer products business on it. He researched it, wrote a book about it, and even built a company around the concept. But measuring that connection to business outcomes has always been the end goal.

“Many companies are doing a great job at finding a purpose and bringing it to life, activating it, engaging their employees, and attracting customers,” Stengel says. “What’s missing is the link between purpose activation and the bottom line.”

As companies invest energy, time, and hard dollars in defining their brand purpose and building customer experiences to deliver it, that missing measurement becomes more evident. “The challenge marketers have with assessing purpose is just lack of data,” Stengel says. “We need to find a quant model to show the impact of purpose on business results.”

Stengel’s company is working with BERA and its brand equity assessment platform to develop such a model, demonstrating how purpose is connected to revenue and other important business metrics. He maintains that measuring business outcomes will keep purpose core to business operations. “It has to be valued by leadership, starting with the CEO and the people who report to the CEO,” he says. “They need to believe it will lead to better results.”

Original article appeared in the Wall Street Journal on July 20, 2020

Authored by: Julie Storer, writer, Deloitte Insights for CMOs

* This article is part of an ongoing series of interviews with marketing executives. The executives’ participation in these articles is solely for educational purposes based on their knowledge of the subject and the views expressed by them are solely their own. This article should not be deemed or construed to be for the purpose of soliciting business for any of the companies mentioned, nor does Deloitte advocate or endorse the services or products provided by these companies.

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Sanpellegrino Fruit Beverages 55.98

Parent's Choice (children's disposable diapers) 58.04

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Pardon the Interruption 44.33

Gordon's Gin 19.62

CBS All Access 53.38

The Late Show with Stephen Colbert 39.53

Bloomberg News 32.15

iPod 85.54

Zyrtec 67.84

Jimmy Dean 84.22

Ferrari 77.68

EVOL 37.93

Tylenol 97.74

A1 86.55

Herradura (tequila) 44.36

VFW Magazine 41.33

Burger King 79.36

St. Regis Hotels 41.38

Smartwater Sparkling 62.86

Bud Light 50.97

American Idol 50.69

Almay 48.68

Shark Tank 71.08

Dannon/Danone 61.77

Bank of America Worldpoints 40.52

5 Gum 49.57

Gorton's 61.55

Kellogg's 97.02

AOL 42.38

Scoop Away (cat litter) 43.12

Coldwell Banker 39.95

The Bachelor 24.33

Tidy Cats (cat litter) 58.24

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Dynamo 43.59

Fox Sports 1 (FS1) 47.43

Finlandia 32.94

Pur (water filtration) 68.93

Berkshire Hathaway Home Services 38.23

HTC 42.5

Shoe Carnival 45.1

Oracle 42.43

Scope 80.76

Philo (TV subscription & streaming service) 42.79

Nature Conservancy 69.64

Bath & Body Works 90.45

MLB (Major League Baseball) 85.15

Century 21 52.33

Nike Soccer 48.92

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Yoplait 88.56

Tanqueray 31.83

Project Blue Book (tv show) 51.03

Madam Secretary 27.27

Redd's Wicked Ale 38.04

Rumchata 44.61

Modern Family 55.97

Hot Pockets 80.16

Fiji Water 68.6

Winn Dixie 41.08

Yuengling 39.95

Kona 37.88

Ben Stiller 76.24

Gisele Bündchen 24.82

Orange is the new Black 58.47

Ellen DeGeneres 89.96

CVS pharmacy 91.73

Reebok 76.15

Stella Artois 47.88

Citi 63.34

Purex 75.04

CARE USA 40.79

Walmart 96.33

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Kia Optima 47.79

NBCSports.com 57.63

Diet Coke 70.12

Adele 79.84

Bounty Paper Towels 97.72

St. Jude Children's Research Hospital 98.23

Reese Witherspoon 75.66

Toshiba 73.45

Jenn-Air 45.08

Svedka Vodka 37.51

Claussen 64.61

Gopro 70.19

Chipotle 72.3

Grey's Anatomy 54.2

Radisson Hotels & Resorts 57.12

James Patterson 57.75

Twizzlers 86.77

Medco 41.61

Dunkin' Donuts 88.53

Oracle 42.43

eBay 91.75

Forever 21 45.22

Cheer (laundry product) 48.64

food network magazine 67.87

Facebook 91.36

Cadillac 82.56

Nike 90.68

Catholic Relief Services 62.12

Keurig 85.02

Toyota Camry 78.28

Walking Dead 51.74

Viva 69.52

Rack Room Shoes 40.78

Portlandia 33.77

Windstream (telecom provider) 44.23

Seth Rogen 62.89

Better Homes And Gardens 75.98

Diet Pepsi 64.3

Bayer 84.61

Amazon.com 99.79

Buzzfeed 36.28

Cole Haan 49.71

Dillard's 50.86

Silicon Valley 26.27

Ballers (tv show) 25.9

HomeAway 43.98

Venmo 60.76

Arrested Development 24.79

PLANTERS peanuts 94.86

Vicks 96.27

Longhorn Steakhouse 74.54

HBO Go 55.05

CNE (Condé Nast Entertainment) 42.4

Oral-B 96.27

Halls (cough, cold, & allergy remedies) 95.75

Ritz-Carlton 61.78

JW Marriott 56.4

Reed Krakoff 48.98

Sensodyne 81.7

Nest (smart home product) 58.85

Listerine 94.48

Saturday Night Football 55.3

Formula 409 77.08

Snapchat 47.21

Whole Foods Market 79.86

Redhook 34.81

Paramount 90.53

Little Tikes 73.57

Maron 52.03

UFC (Ultimate Fighting Championship) 39.2

Applebee's Neighborhood Grill & Bar 82.98

Highmark (health insurance) 42.28

Tom's of Maine (toothpaste) 62.72

Simon Cowell 56.76

SportsIllustrated.com 32.89

Discovery Channel 94.6

McDonald's 85.69

Robitussin 84.08

Gain (laundry product) 85.48

Hyundai Santa Fe 41.31

AAA Travel 85.41

Petco 84.78

Yahoo! Movies 45.98

Corona Extra 55.23

PNC Bank 37.29

Angel Soft 83.14

Pinnacle Vodka 33.53

Spike TV 36.81

Miller High Life 45.17

Hilton HHonors 65.95

Oban (whiskey) 46.31

Dassault Systèmes 46.26

Forbes 58.72

Target.com 94.82

urban outfitters 47.4

Smite World Championship (tournament) 50.73

Campus Crusade for Christ International 65.63

AmeriCares Foundation 60.01

WellPoint 35.97

Justin Timberlake 58.8

The Tonight Show with Jimmy Fallon 62.14

Olive Garden 91.31

Emmy Awards 49.41

Melissa McCarthy 76.22

Aloft (hotel) 50.84

Country Inn & Suites 48.9

Trulia.com (real estate) 43.81

NFL on FOX 58.65

Sun-Maid 92.13

Airbnb 65.21

AncestryDNA 79.84

Columbia (clothing) 76.36

MLB World Series 78.6

Speed Stick 65.92

SONY 96.41

Tina Fey 70.75

Smirnoff 57.24

BBC 74.25

Clorox Scentiva 85.81

Transparent (tv show) 43.89

Bombay Sapphire 35.84

Hillshire Farm 84.33

Blackberry 41.27

newegg 50.48

The OT 48.3

Electric Daisy Carnival New York 49.76

General Mills 93.56

Maxwell House 76.21

Tom Cruise 61.82

Miller Lite 45

Toyota Highlander 58.23

Puffs 92.64

MyHeritage 48.88

Bounce (laundry product) 91.08

ZipRealty 32.45

Captain Morgan Cannon Blast 32.38

Burt's Bees (lip balm) 86.29

Wyndham Rewards 48.14

Virtue Cider 44.46

TNT (delivery services) 44.89

Aunt Jemima 92.1

Hulu Live 69.83

CBS 88.57

Up & Up Everyday (facial tissue) 51.75

Blistex 86.34

Travelers (insurance) 40.64

TOMS 61.31

Theraflu 78.26

Dateline 63.93

Fritos 92.4

CVS pharmacy 91.73

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ELLE 27.36

Spectrum 44.1

Metlife 53.31

A&E 78.42

HSN (Home Shopping Network) 35.95

CA Technologies 49.84

Residence Inn by Marriott 68.13

Dos Equis 39.82

TV GUIDE 64.6

Last Man Standing 50.62

Great Value (laundry product) 79.24

Sprint 56.76

Huggies Pull-Ups 64.02

Shock Top 43.1

Foot Locker 64.27

Jason Aldean 48.42

AMC 81.82

Estée Lauder 58.85

Game of Thrones 56.29

Neiman Marcus 46.14

Equate (beauty supplies) 76.45

Seattle's Best Coffee 40.59

Jim Beam 54.57

Right Guard 58.32

JUSTBORN 46.19

Downton Abbey 44.46

Kristen Stewart 31.53

George Dickel Tennessee Whisky 43.41

Great Value (bottled water - still) 78.49

Walgreens (store brand) 92.68

SKECHERS 83.41

Marie Callender's 78.74

Pledge (cleaner) 86.06

AAA Living 47.49

bloomingdale's 48.14

Epson 48.99

Doritos 96.18

Newsweek 55.02

Heinz 94.82

Architectural Digest 43.63

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U.S. Postal Service 99.69

HomeAway 43.98

TRAVEL + LEISURE 46.12

Frosted Flakes 90.31

AT&T 78.51

Avon 62.48

La Quinta Inns & Suites 56.74

Tony Awards 38.1

Grey Goose 55.36

Frontier Airlines 33.19

Macy's Star Rewards 49.14

ThankYou Rewards Program from Citi 49.81

Elton John 89.67

The Salvation Army 95.39

Sephora 58.65

The Rachel Maddow Show 27.07

FedEx/Federal Express 97.52

The Bachelorette 23.8

Green Day 67.21

Google News 82.83

Pampers Easy Ups 71.35

Ketel One Vodka 35.76

Beats by Dre 59.67

Pizza Hut 83.82

Tostitos 89.79

TaskRabbit 43.9

Alcatel-Lucent 38.99

Inc. (magazine) 28.64

Chicago Med 45.34

Courvoisier 40.07

mtvU (rewards program) 27.74

New Girl 48.25

Marvel Studios 88.18

Heineken Light 41.04

Arm & Hammer (cat litter) 87.12

The Movie Channel 47.35

Bar Louie 39.37

Graco 49.54

Campbell's 97.96

Little Caesar's 74.8

Crest Sensi-Relief 82.45

Activision Blizzard 56.83

Hawaiian Airlines 41.52

Samaritan's Purse 66.62

Texas Roadhouse 78.95

GoGurt 68.13

Icehouse 21.54

Dove (personal care) 97.47

Utz 58.09

Women's Health 63.86

Colgate Sensitive 86.81

Night Hotels 52.4

Dwayne "The Rock" Johnson 94.93

ABCNews.com 71.67

BMW 84.62

LeBron James 72.68

Tesla Motors 79.18

Lionel Messi 58.8

Don Julio 42.57

7-Up 90.6

MSNBC.com 52.14

Motrin IB 76.08

Four Points 47.58

Scouting 55.38

Up & Up (liquid bleach) 45.86

The Honest Company (baby wipes) 58.7

Lacoste 48.32

New Amsterdam Gin 37.24

Crate & Barrel 55.08

Hotwire.com 39.62

Bubblicious 49.98

MySpace 29.02

United Airlines 68.82

VISA 97.64

T-Mobile Tuesdays 45.47

Rold Gold 69.3

Sofia Vergara 59.55

Crown Royal Regal Apple 54.15

2 Broke Girls 35.17

Shutterfly 61.81

Beyoncé Knowles 54.43

Old Navy 84.08

Toblerone 66.13

SmartThings 50.62

Salesforce.com 48.8

Capital One Rewards 74.42

Smirnoff Ice 46.36

YahooSports.com 53.85

Sudafed 64.42

bestbuy.com 94.52

Chobani (greek yogurt) 76.48

ING 26.54

Tyler Perry 75.37

Snickers 98.03

YMCA 81.34

FOOD & WINE 48.3

Spotify 70.28

Comedy Central 72.61

Paul Masson Brandy 40.97

Rockstar (energy drink) 31.5

Express (clothing) 40.79

Green Giant 87.58

Sports Nation 33.02

T.J. Maxx 83.23

H&M 57.8

Highly Questionable 49.56

KFC 84.65

Coachella Valley Music & Arts Festival 45.58

Taylor Swift 65.95

ars-technica 50.21

Seventh Generation (baby wipes) 51.53

Soma (water filtration) 48.29

Newman's Own (ranch dressing) 63.56

Hunt's 91.4

Jaguar (car) 80.38

NBA (National Basketball Association) 71.19

Money 49.38

Kahlúa 59.29

John Deere 89.9

Jay-Z 37.53

MSNNews.com 53.38

Hyundai Sonata 51.96

The Honest Co. 63.57

Electronic Arts 62.42

Goodwill (charity) 95.52

U by Kotex 60.99

Palm Breeze 40.91

World of Tanks WGL Grand Finals (tournament) 36.95

True Detective 38.84

Fireball Cinnamon Whisky 49.62

COSMOPOLITAN 39.66

5 Hour ENERGY 40.29

Aquafina 79.64

Safeway 49.16

Econo Lodge 37.97

CVS pharmacy 91.73

Sierra Nevada 35.32

Breckenridge 43.12

Eight O'Clock 47.16

Best Western 68.71

BCBG 42.07

Alienware 59.08

Care.com 57.59

Element by Westin 44.06

Kikkoman 59.43

UnitedHealth Group 53.86

marie claire 30.1

OMG! 37.9

Starbucks Rewards 67.45

Yahoo! Front Page (the main page that loads) 79.1

Jameson Irish Whiskey 46.63

Bulleit Bourbon 48.92

Kroger 76.59

Internet Explorer 87.7

GMC Acadia 45.92

Dick's Sporting Goods 74.55

PetSmart 88.77

Lady Gaga 72.77

Jimmy John's 63.12

Cisco 53.72

Nike Golf 47.92

Life Savers (candy) 94.02

Carefree Feminine Hygiene 58.33

Westin 54.83

Mikes Hard Coolers 54.72

Grammy Awards 48.78

The Situation Room with Wolf Blitzer 24.72

IBM 78.51

Chevrolet Malibu 59.46

Goodnites 46.33

Cisco 53.72

DHL 49.33

Dasani Sparkling 68.16

Kendall Jackson (wine) 42.88

Nestle Pure Life Splash 64.09

Bear Naked 45.6

Express Scripts 54.91

Nintendo 88.91

Keeping Up with the Kardashians 25.35

Huffingtonpost.com 38.49

Electric Forest (event) 60.23

Crest Pro Health (mouthwash) 96.27

Subway 94.02

Glenfiddich (whiskey) 43.81

Adobe 85.36

Christie's Real Estate 38.13

Swanson 44.32

BIRDS & BLOOMS 52.94

Pacifico 48.42

The Blacklist 46.98

CSI 76.56

Monistat 55.31

Lay's 97.44

Citi 63.34

Nokia Siemens 39.34

Tony Robbins 24.95

Yahoo! Lifestyle 49.46

Frosted Mini-Wheats 76.78

Publix Super Markets 60.46

Voodoo Experience (event) 38.22

Vaseline (lip balm) 90.26

Discovery Family Channel 64.34

Family Guy 52.26

Columbia (clothing) 76.36

Clear Eyes (eye drops) 76.12

SunChips 83.7

Renaissance Hotels 47.04

New York Magazine 40.09

Super 8 42.5

Sabra 57.04

Dockers 66.74

Periscope (mobile app) 33.14

HP 94.96

Schweppes Seltzer 56.98

Google Play 85.95

Maybelline 66.64

Tiesto 50.51

HP 94.96

Turner Sports 32.54

Travelodge 38.73

M&M's 99.35

Morning Joe 25.36

3 Musketeers 89.94

Facebook 91.36

Boost 36.29

Amazing Race 37.14

PGA (Professional Golfers' Association) 42.05

allure 24.31

Undercover Boss 61.27

Heinz 94.82

MAC Cosmetics 54.96

Burt's Bees 86.2

DAZN 43.59

Tena (adult diapers) 44.65

Veep 27.32

BBC America 72.21

Dove (chocolate) 94.58

Days Inn 60.76

RBC Bank 30.37

Puls 47.65

Volvo 70.33

Visine 80.53

AAA Going Places 59.07

black-ish 50.36

The Style Network 29

TV Land 59.37

Zaditor 50.38

Animal Planet (tv channel) 86.64

W hotels 45.63

Scorpion (tv show) 45.66

Blackberry 41.27

Old Spice 82.08

Country Living 52.96

Kroger 76.59

OnTech Smart Services 45.48

Labatt Blue 21.43

Seasons 52 Fresh Grill 51.65

TLC (tv channel) 78.17

Ralph Lauren 69.54

FAGE 48.73

Ford Fusion 48.48

Charlize Theron 60.94

Swiffer 94.76

Dell EMC 57.67

Jack in the Box 48.17

Sean "Diddy" Combs 29.89

Orbitz.com 48.03

Maggiano's Little Italy 49.43

Folgers 87.95

Around the Horn 49.23

Stouffer's 83.41

Anthem (health insurance) 56.35

Fubo TV 21.59

Albertsons 49.57

Pandora 78.15

ConAgra 49.78

Stubb's All Natural (charcoal) 48.13

Kendall Jenner 27.4

Wolverine (clothing) 46.54

Stonyfield Farm 56.33

Mike's Harder Coolers 49.77

Phil Mickelson 48.3

Monterey Gourmet Foods 38.27

Slim Jim 71.45

Chili's Bar & Grill 79.26

Corcoran Group (real estate) 39.47

SONY 96.41

iPhone 93.47

Yuban 27.92

Optimum 37.41

Food Network 88.54

American Eagle Outfitters 63.63

NBC Sports 65.69

Glenn Beck 22.24

Subaru 80.89

Monkey Shoulder (whiskey) 55.04

C-Span 41.67

Siemens 35.62

Upside.com 47.69

Egencia 45.15

Marvel's Agent of S.H.I.E.L.D. 53.84

Frontier Communications 19.43

Wheaties 74.36

Ramada 47.92

Liz Claiborne 39.44

All In With Chris Hayes 43.13

The Cheesecake Factory 84.98

J. Mendel 35.91

The Macallan 47.45

Toys R Us 86.13

Counter-Strike Global Offensive ESL One (tournament) 42.03

FamilySearch

Taco Bell 85.59

Buick Enclave 39.94

10 Barrel 50.9

Geno 2.0 (by National Geographic)

Nascar 61.68

Save the Children Federation 75.73

Chicago Fire 43.82

New York Times Magazine 50.56

Orville Redenbacher's 87.78

Samsung 97.42

Delta Sky Miles 49.47

State Farm 80.21

Boy Scouts of America 77.03

Golden Road 48.36

Manny Pacquiáo 48.49

HP 94.96

Amazon Home Services 78.8

The North Face 80.69

Claritin 80

Kirkland Signature (facial tissue) 59.93

Amazon Alexa 80.24

GEICO 73.53

WE tv 30.93

Refresh (eye drops) 58.35

MOTOR TREND 37.21

Axe (deodorant) 57.24

W (magazine) 22.6

Gap 64.93

Wyndham Hotels & Resorts 61.3

CNN.com 59.97

Wendy's 90.43

Kmart 59.98

DeLeón Tequila 39.08

HUNTER (boots) 49.48

Honda 88.81

Peyton Manning 69.98

The Economist 44

Fujitsu 34.38

Tecate 22.47

This Is Us 60.6

Illumination Entertainment 60.47

Miller Genuine Draft (MGD) 38.82

abc 87.15

Nespresso 47.54

Snyder's of Hanover 60.46

Life in Pieces 35.09

GLACÉAU vitaminwater 61.69

Howard Johnson Hotels 45.06

20/20 63.97

SAP 38.89

Meryl Streep 79.47

Buffalo Wild Wings 70.97

DISH (tv provider) 47.93

Up & Up (children's disposable diapers) 42.6

Saucony 43.18

Leapfrog 73.58

Reese's 99.04

Saks Fifth Avenue 46.42

E! (tv channel) 39.01

evian 60.55

Baileys 63.81

Van Heusen 47.06

The Academy Awards (Oscars) 59.99

Speak for Yourself 48.41

NESCAFÉ 56.96

Quantico (tv show) 25.59

Dreamworks 89.76

Olympic Games 96.98

How to Get Away with Murder 33.1

CNN 67.31

Dalwhinnie (whiskey) 54.53

HBO 81.86

PBS 94.25

BJ's Restaurant and Brewhouse 50.7

Netflix 98.13

Olay 85.31

Walmart 96.33

Starwood 43.63

Disney XD 63.33

FIVE GUYS 74.52

Libby's 61.1

Pepperidge Farm 91.25

Logo (tv channel) 29.64

Great Value (snack foods) 83.93

Frozen 84.3

Nestle Pure Life 76.39

Coors 48.63

The Five 57.02

Fisher-Price 94.68

Sparkling Ice 50.2

Hollister 39.52

Fox.com 78.69

Sundance Channel 45.84

The Luxury Collection 47.34

ESPN DEPORTES 27.52

Seagram's Escapes 43.6

Playtex 72.73

Equate (deodorant) 54.87

Tombstone Pizza 51.45

Flickr from Yahoo! 23.5

Floyd Mayweather Jr. 32.32

Fox Sports 66.56

Eggo 88.83

DeKuyper 23.72

Tampax 67.79

Megyn Kelly 31.4

Canon 89.38

IBM 78.51

Showtime (tv channel) 67.59

Fresh Off the Boat 39.47

Red Lobster 86.46

Audible (an Amazon company) 70.05

Adam Sandler 88.07

iPad 91.72

ERA (real estate) 21.03

Shout 82.43

Sports Illustrated 59.17

Biotene 50.39

House Beautiful 39.95

J. Crew 41.49

Us Weekly 34.51

Salesforce.com 48.8

YouTube TV 90.68

TIME Magazine 80.95

Full Throttle (energy drink) 16.94

Absolut Vodka 52.64

Yahoo! 85.61

Wolf (appliances) 52.82

NCIS 70.68

Starbucks 84.1

Hugh Laurie 59.87

Bertolli 71.99

Freedent 30.34

Surf (laundry product) 32.46

First Take 52.96

Habitat for Humanity 92.7

Verizon Up 45.15

Modelo Especial 36.29

Rihanna 55.19

Up & Up (trash bags) 50.78

Elysian 35.73

Stop & Shop 44.86

Memorial Sloan-Kettering Cancer Center 72.76

T-Mobile 65.68

The X Factor 35.85

Guideposts 48.61

MSNBC 62.56

Lagunitas Beer 50.23

Gucci 62.61

OshKosh 66.51

Sprite 91.91

Finish Line 47.6

House of Cards 29.58

Merrell 47.88

Glenmorangie (whiskey) 49.02

OxiClean 92.85

CBS Evening News 69.66

Justin Bieber 36.13

Dannon 71.41

Ann Taylor 38.38

Baymont Inn & Suites 37.45

America's Funniest Home Videos 81.36

TIFFANY & CO. 67.69

The Singleton (whiskey) 38.26

Adidas 88.06

Walmart 96.33

Warner Bros. 93.21

Sanyo 56.3

Google 99.6

Food for the Poor 71.06

General Motors (GM) 80.93

Kobe Bryant 88.35

Jif 88.52

LaCroix 42.4

Gillette 90.51

Angelina Jolie 57.59

Breaking Bad 62.55

USA Network 71.75

Southern Comfort 35.47

CBS This Morning 57.78

Adult Swim 48.44

General Mills 93.56

Chex Mix 85.62

American Girl 59.89

Hidden Valley 89.96

GUESS 44.69

Burberry 55.85

Britney Spears 47.35

Downy 91.81

Panera 87.87

Marshall's 74.93

Poise (adult diapers) 47.3

Body Armor (sports drink) 49.8

PLAYBOY 41.72

Usher 55.57

Zerowater 42.3

Charles Schwab 47.92

Kia Sorento 41.47

Kayak (travel booking site) 48.36

Formula 1 35.54

Tidal 37.48

Nissan 79.31

The Goldbergs 39.82

Neutrogena 85.32

Turn: Washington's Spies 50.16

TUMBLR 29.66

Lee 76.56

Slack (team messaging) 51.34

Lenovo 53.73

Kingsford (charcoal) 83.8

Safari (browser) 72.7

CVS pharmacy 91.73

Woman's World 38.02

Apple Music 67.96

Timberland 71.14

GOLF MAGAZINE 19.84

Bud Light 'Rita 30.55

Sneaky Pete (tv show) 36.95

SunTrust 31.43

HBO Now 59.01

Concur (travel booking site) 47.35

REAL SIMPLE 52.8

DIGIORNO 79.42

George Lucas 77.11

Canadian Mist 23.61

Pixar 94.24

Honeywell 64.72

Green Giant 87.58

MARTHA STEWART Living 40

Matt Lauer 27.25

OWN 44.67

Newcastle Brown Ale 24.11

Clorox (liquid bleach) 98.66

LG 90.5

Nestlé 95.45

NBC Sunday Night Football 71.83

Lincoln 69.02

Cameron Diaz 65.1

Peacock (streaming service) 40.98

Motorola 67.94

Target 92.81

Equate (toothpaste) 62.03

Rustler 40.1

Ghirardelli 88.66

Smucker's 92.95

RE/MAX 46.67

Portal from Facebook 38.75

Deep Eddy Vodka 42.16

Master Chef 57.44

PayPal 97.78

Oscar Mayer 84.51

Nike 90.68

Cartoon Network 75.93

Costco 89.34

Heineken 53.2

Kohl's 87.8

Save-A-Lot 55.93

Peligroso Tequila 33.01

Serena Williams 78.21

Rockport 46.53

Guinness 55.54

Sam's Club 84.36

Bloomberg BusinessWeek 34.99

Ever Clean (cat litter) 44.69

IHG Rewards Club 49.7

Comedy Bang! Bang! (tv show) 43.47

Denny's 76.53

Francis Ford Coppola Winery 40.73

US Cellular 30.41

Simply Summer's Eve (feminine hygiene) 45.81

Symantec 52.76

Chevrolet 90.9

Blue Moon 53.51

Park Inn by Radisson Hotels 41.67

Arm & Hammer 96.67

Jack Daniel's Tennessee Honey 56.53

Tennis Channel 27.26

Jack Daniel's 69.31

Secret (deodorant) 84.53

Mapquest 76.76

Converse 80.98

DSW (Designer Shoe Warehouse) 58

UPS 98.65

Lucky Brand Jeans 36.47

Mom (tv show) 48.95

Coca-Cola 97.24

Xbox One 64.67

MyHeritage DNA

Amazon.com 99.79

Pampers (baby wipes) 83.97

Green Mountain Coffee 52.36

Chivas Regal 36.07

First for women 58.55

Starburst 86.89

Lea & Perrins 65.03

Coors Light 48.24

Verizon 84.4

Sting (artist) 73.57

Buchanan's 43.18

Midwest Living 34.34

Anderson Cooper 360 36.06

Poland Spring 51.94

Big Bang Theory 84.77

Staples 82.53

Polar Seltzer 38.76

GoDaddy 43.52

Pepsi-Cola 91.06

Land Rover 61.91

Mitsubishi 53.32

Call of Duty World Championship (tournament) 40.01

Scrubbing Bubbles 88.39

Banquet 64.59

Walmart 96.33

Golf Channel 28.04

KAISER PERMANENTE 51

20th Century Fox 93.13

VOGUE 41.47

New Balance 79.58

Camelbak (water filtration) 60.29

Cheerios 97.64

Time Warner Cable 41.6

CBS News 76.02

Good Morning America 60.77

ETRADE.com 47.34

Nickelodeon 82.89

The Honest Company (Beauty Supplies) 63.57

Benadryl 93.42

BC (pain relief) 55.65

CBS Sports 65.06

Windermere 22.6

el Jimador 47.54

Discover Card 73.72

Consumer Cellular 39.09

Kraft 97.18

Pabst Blue Ribbon 36.94

Twix 94.55

Sutton Group 30.55

Sam Adams 50.32

Chili's Rewards 57.34

BBC.COM 65.4

Howard Stern 40.15

Homelife (real estate) 33.54

Pretty Little Liars 25.06

Top Job (liquid bleach) 43.67

Glad (trash bags) 96.51

Coach (fashion) 62.92

Amazon.com 99.79

Knights Inn 19.96

Depend (adult diapers) 52.56

Donna Karan 34.43

Degree Men 68.03

CHOICE HOTELS INTERNATIONAL 49.55

New Amsterdam Vodka 39.46

Skype 72.87

California Pizza Kitchen 51.55

Holiday Inn 80.62

Pizza Hut 83.82

Natural Ice 22.08

Porsche 82.05

Jack Daniel's Tennessee Fire 48.26

the Voice (tv show) 58.89

American Heart Association 96.47

News Corporation (Fox) 40.3

Natural Light 29.08

Motorola 67.94

Ragu 79.36

Forbes.com 58.14

Rover 49.99

Two and A Half Men 48.63

Systane 50.9

World of Warcraft - BlizzCon (tournament) 23.17

U.S. Bank 46.87

Bud Ice 27.36

The Middle 51.74

Kirkland Signature (trash bags) 61.91

Capital One 76.96

Revlon 65.51

Compass (real estate) 38.82

Xbox 71.37

Criminal Minds 71.94

SONY 96.41

Seventh Generation 64.13

Levi's 95.84

Home Depot 97.67

Conoco 28.48

DC Comics 73.95

Yahoo! Music 44.77

Bon Jovi 78.29

AT&T Thanks Program 55.05

Sotheby's International Realty 41.1

Corona Light 48.2

Sue Bee 51.5

Milky Way 92.27

Deer Park 51.14

Perfetti Van Melle 48.15

Pitbull (artist) 36.74

Travel Channel 64.28

Univision 26.13

GODIVA 82.56

Talbots 26.95

Twitter 56.16

Courtyard by Marriott 74.46

Booking.com 55.05

Apple HomeKit 55.3

Scandal 35.78

Perry Ellis 36.89

Kraft (ranch dressing) 86.7

VANITY FAIR 40.68

Four Loko 28.68

Scott Paper Goods 89.66

American Ninja Warrior 54.45

lean cuisine 65.68

Summer's Eve (feminine hygiene) 51.06

Red Baron 66.86

ESPN.com 64.74

Lagavulin (whiskey) 52.16

Hell's Kitchen (tv show) 50.64

Disney Channel 92.9

Seagram's Gin 37.76

Diet 7-Up 55.26

Miss Vickie's 49.93

NFL (National Football League) 85.09

Vtech 56

WWE (World Wrestling Entertainment) 34.85

USAToday.com 63.7

Woodford Reserve 51.49

Disney+ 93.7

Time Warner 50.97

Dancing with the Stars 45.09

Busch 37.26

Red Bull 46.94

Red Stripe Jamaican Lager 38.56

Scotties 66.89

American Cancer Society 95.94

Skippy 85.08

Better Homes and Gardens Real Estate 56.87

Xtra 47.01

FoxSports.com 63

The Capital Grille 48.58

DASANI 78.08

Perrier flavored 45.41

Metro by T-Mobile 41.56

CenturyLink 30.07

Nine West 41.3

Texaco 50.11

American Airlines 72.13

Jelly Belly 82.65

Sensodyne Pronamel 83.73

NHL (National Hockey League) 64.46

Bravo (tv channel) 45.26

Once Upon A Time 48.84

TikTok 34.17

Bud Light Mixx Tails 31.64

Colgate Max Fresh 88.46

Complex Media 38.32

Chase 77.05

Popeye's 78.09

Buena Vista 53.02

Pine-Sol 90.06

Nordstrom 61.51

NFL Super Bowl 89.66

ESPN2 56.87

Arby's 82.73

O.B. Feminine Hygiene 43.29

Calvin Klein 70.38

Maker's Mark 49.73

American Rifleman 50.84

NCIS: Los Angeles 53.38

HGTV 83.02

Airbnb 65.21

Clarks 55.63

Amy Schumer 37.65

Macy's 81.33

Ore-Ida 83.54

Belvedere Vodka 37.93

Captain Morgan 53.02

Degree Women 70.33

Hitachi 43.93

lululemon athletica 40.87

Budweiser 56.12

Catholic Charities USA 61.28

Dove (personal care) 97.47

Panasonic 79.99

Snapple 83.26

Kodak 83.08

Warner Archive 45.43

Verizon FiOS 63.92

Sony / Columbia 81.75

Jordan Spieth 47.92

23andme 61.42

Trader Joe's 82.48

Choice Privileges Rewards Program 47.79

Volkswagen Passat 46.1

Shiseido 45

Tim Hortons 39.21

Douglas Elliman (real estate) 48.7

Gatorade 92.98

The Dreaming Tree (wine) 52.59

Marriott 82.09

Michelob Ultra 40.25

Spoils of Babylon 42.73

Nike Football 59.52

Miracle Whip 71.09

DogVacay 52.69

Acer 56.61

Kleenex 98.42

Wrigley 60.43

CBSNews.com 70.67

Boys' Life 42.38

Naturalizer 44.92

Clinique 62.61

Dewar's 32.98

Barbie 80.79

New Orleans Jazz Festival 62.6

VH1 45.2

Colgate 97.06

Mazda 69.36

DC Entertainment 67.57

Instagram 70.28

MTV 53.76

Men's Fitness 33.57

Eos (lip balm) 58.04

Jones New York 41.95

Prevention 58.51

MSN 52.48

Mentos 72.66

J.K. Rowling 79.18

Ameritrade.com 48.36

Birds Eye 73.99

Windex 97.04

Hidden Valley (ranch dressing) 92.26

Stolichnaya 42.7

Layer Cake (wine) 49.49

Barstool 49.01

Seventh Generation 64.13

Apple TV+ 61.9

Lexus 79.48

Chateau Ste. Michelle (wine) 50.74

Hot Wheels 93.25

Nerf 78.21

Chrysler 200 56.17

American Horror Story 53.22

Welch's 93.64

Zara 47.7

Aadvantage 42.12

Mike & Mike 31.46

Honda Accord 78.73

The Week 37.27

Kylie Jenner 27.72

Malibu (liqueur) 52.6

Crest 98.45

Fresh Step (cat litter) 53.97

Archives.com

Mark Wahlberg 79.73

BP 58.74

Priceline.com 52.83

14 Hands Winery 51.42

Yahoo! 85.61

Eddie V's Prime Seafood 50.91

Ryan Seacrest 47

Drake 37.2

Canon 89.38

P.F. Chang's 60.59

Walgreens (store brand) 92.68

Alec Baldwin 52.22

Esquire 25.85

Jennifer Aniston 85.11

Microsoft 98.7

Kellogg's Nutri-Grain 77.28

Sonic (restaurant) 81.51

Google Chrome 98.96

CMT 46.33

The Sports Authority 45.71

Balance Rewards - Walgreens 72.93

Swanson 44.32

Photobucket 43.8

Chap Stick 94.95

Cottonelle 86.63

Royal Oak (charcoal) 53.81

Khloe Kardashian Odom 22.75

Delta Air Lines 74.76

Men's Health 50.56

Great Value (sauces, dressings, & condiments) 84.49

Kim Kardashian 33.26

TechCrunch.com 42.95

McCafé 60.25

Propel (sports drink) 57.15

Chevron 64

Banana Republic 48.46

Fidelity 56.67

Chase Freedom Card 58.92

Asics 53.04

Blake Shelton 63.55

Oxygen (tv channel) 43.9

Reader's Digest 79.44

Dr Pepper 91.04

Twitter 56.16

Blue Cross Blue Shield 89.08

Sprite Zero 53.18

Black Velvet 26.61

Brawny 84.89

Aquafina Splash 50.1

Don Omar 36.59

Liquid Plumr 71.45

MovieFone 34.07

Simpsons 75.25

American Dad 43.92

Survivor 21.31

Ciroc 40.75

BJs Wholesale Club 47.1

Johnny Depp 79.47

Yard House Restaurant 43.7

Cox Communication 25.07

Kanye West 36.19

FX (tv channel) 55.26

Boys and Girls Clubs of America 87.75

SONY 96.41

Pringles 94.39

Destination America 46.02

HTC 42.5

Katy Perry 54.46

Kate Moss 30.21

Condé Nast Traveler 42.84

Smirnoff Ice Electric 37.67

Aerosoles 47.22

Burning Man (event) 39.5

Skyy Vodka 43.61

Seventh Generation 64.13

Always (adult diapers) 58.11

Seventh Generation (trash bags) 62.34

America's Got Talent 62.09

Fox Network 81.67

Cheetos 95.1

Pinterest 79.93

Mary Kay 49.56

White House Black Market 37.39

Spirit Airlines 29.71

NBC 86.09

Crest 3D White 92.65

Smithwick's Irish Ale 40.98

Hubba Bubba 57.55

Viacom (Paramount) 83.11

Level 3 46.01

Lysol 98.76

Fox News 69.75

Bacardi 55.57

Gap 64.93

FARMERS Insurance 63.38

Yakult 51.3

Quaker Oats 97.7

Tito's Handmade Vodka 55.21

60 Minutes 85.08

Cricket Wireless 41.75

Special K 84.27

Clorox (laundry product) 98.35

Tom Brady 54.76

Hefty (trash bags) 96.6

Farley and Sathers Candy Co 56.53

Volkswagen 75.96

Hawaii Five-0 45.95

Fruit2O 41.21

Tylenol 97.74

Lutheran Services in America 47.62

Lindt 81.89

History Channel 94.84

Dota 2 - The International (tournament) 38.83

Mike & Molly 42.29

truTV 52.26

Orbit gum 70.55

Crayola 99

Bing (internet search) 60.66

Wish-Bone 76.31

Skittles 87.92

Overstock.com 62.33

DIY Network 71.93

Goose Island (beer) 39.97

Best Buy 94.6

Traditional Home 47.57

Crest Sensi-Repair 81.76

Hy-Vee 42.03

Life Cereal 73.67

Yahoo! Screen (formerly Yahoo! Video) 59.36

Plenti (rewards program) 37.98

Helmut Lang 41.38

Aqua-Fresh 72.3

Sundance Film Festival 64.02

Universal Kids 58.88

Thermador 40.04

Intel 88

Samsung Galaxy Tab 67.28

Brad Pitt 73.23

Elle Décor 34.27

Papa John's 75.98

Dickie's 71.35

TCM (Turner Classic Movies) 69.74

Harp Lager 37.74

E & J Brandy 40.71

Brita 81.52

CIGNA 49.73

American Red Cross 98.74

Movies Anywhere 49.24

Undisputed 41.45

Famous Footwear 58.43

Ford Explorer 65.74

Colgate Enamel Health 85.79

Jerry Bruckheimer 24.62

NBCNews.com 68.55

Straight Talk 44.11

Southern Living 55.8

Gucci 62.61

WNBA (Women's National Basketball Association) 55.63

Hallmark Channel 87.45

Lifetime Television 69.91

NBC Sports Network 53.93

Marriott BonVoy 54.12

Dannon Fruit on the Bottom 68.65

L.e.i. 38.94

Google Pixel C 54.51

Luvs 64.11

World of Hyatt 53.99

Apple 96.73

Viking (appliances) 53.43

True Religion 43.77

Hyatt 67.87

Colgate Optic White 86

Cheddar's Scratch Kitchen 52.76

Abercrombie & Fitch 42.22

J. Lohr (wine) 44.56

Zooey Deschanel 51.62

Snuggle 82.53

Progressive (insurance) 69.56

Costco 89.34

the office (tv show) 68.16

Empire (tv show) 25.09

Patron (tequila) 57.61

NRT (real estate) 50.95

Method (cleaning product) 60.76

Always Feminine Hygiene 75.23

Mucinex 82.54

Seagram's 7 Crown 43.06

Best of the West (charcoal) 52.55

CAR AND DRIVER 41.52

Starz (tv channel) 54.56

Ann Taylor 38.38

AAA Via Magazine 78.86

Bleacher Report 43.78

Realtor.com 53.07

Allstate 71.27

Accor 44.04

UGG 59.24

Tide 96.75

Trivago 61.2

seventeen 32.2

MTV Music Awards 46.93

Playskool 78.95

Wrangler 80.08

Quilted Northern 82.81

Lady Speed Stick 53.93

Symantec 52.76

InterContinental Hotels 45.31

Smirnoff Ice Spiked 45.06

Sparkle 47.04

Cristiano Ronaldo 47.14

Universal 89.78

Engel & Voelkers (real estate) 49

United Service Organizations 80.32

Movement: Detroit Electronic (event) 53.76

The Weather Channel 97.4

Lanvin 44.21

StyleList 34.13

Hellmann's 85.8

Fabuloso 61.44

TNT (Turner Network Television) 78.44

Royal Lepage 48.62

Walgreens (store brand) 92.68

Excedrin 82.97

The Herd 32.54

Exxon 63.66

United States Fund for UNICEF 76.21

IFC (tv channel) 40.65

Smithsonian 85.67

Jeff Dunham 67.33

Southwest Airlines 78.46

Huggies (baby wipes) 82.26

Nestlé 95.45

Konami 48.76

The Glenlivet 44.68

Geox 53.7

Era (laundry product) 39.08

Under Armour 85.2

Estrella Jalisco 40.44

ABC News 82.35

Mark Burnett 31.03

Stride Rite 51.29

Harry Potter 86.03

L'Oréal 74.18

NBA Championship Finals 54.53

Genealogy.com

NBA G League 41.42

REDDS 40.57

Mastercard 89.84

Feeding America 77.86

The Atlantic 33.6

AncestryHealth 65.35

Kyocera 28.35

Scott (toilet paper) 89.38

Electric Zoo Nyc (event) 54.19

Woolite 73.28

Jennifer Lopez 70.26

Resolve (laundry product) 63.47

Woman's Day 52.02

Hormel 70.21

Uber 76.14

T.G.I. Friday's 74.82

A&P 32.46

Motel 6 44.05

JC Penney 81.29

Kindle Fire 76.86

Advil 95.58

Ball Park (frozen foods) 70.03

Hendrick's 40.56

Chevrolet Traverse 38.89

Proenza Schouler 55.27

Lego 96.41

Johnnie Walker Blue 42.46

MSI (gaming pc) 48.98

Green Works 60.79

Adobe 85.36

Coach (fashion) 62.92

Renuzit 51.6

The Kraken Black Spiced Rum 44.92

Meijer 49.94

Wisk (laundry product) 52.69

Family Fun 52.91

GLACÉAU smartwater 66.72

Smirnoff Pre-Mixed Cocktails 43.09

AIG (insurance) 25.64

Mercedes-Benz 81.16

Geek Squad 73.33

The North Face 80.69

Brené Brown 51.05

WIRED 39.98

AT&T TV 40.65

Sub-Zero (appliances) 53.61

CHEEZ-IT 95.21

Crocs 62.63

Advil 95.58

bon appétit 49.82

7-Eleven 75.14

Chico's 32.62

Versace 52.49

Where (magazine) 50.59

Hennessy 39.3

Who Do You Think You Are? 55.16

Nokia 66.17

GE (General Electric) 92.86

Jeep Grand Cherokee 74.26

Jagermeister 38.73

Nationwide (insurance) 59.39

Sailor Jerry 43.99

Sage (software) 45.64

O, THE OPRAH MAGAZINE 35.82

Tilex 56.53

Nike Basketball 55.1

Crest Pro-Health (toothpaste) 96.82

Lollapalooza (event) 48.35

Aveeno 83.13

Ancestry 83.34

NATIONAL GEOGRAPHIC 97.12

Verizon Wireless 83.03

Danimals (yogurt) 57.25

Keller Williams (real estate) 31.63

Tyson Foods 89.93

Outback Steakhouse 85.98

Playstation 4 71.53

Champion Sportswear 76.76

WhatsApp 41.06

Knight Frank (real estate) 48.03

Crystal Springs 42.46

Wells Fargo 55.05

Del Monte 89.87

Forever 21 45.22

Superstore (tv show) 35.02

Lord & Taylor 36.46

Shell (gasoline service stations) 79.86

Toyota 91.06

Giant Eagle 40.21

Hilton 78.96

Zillow (real estate) 74.7

Nintendo Switch 67.59

Sauza 34.83

Breyers 89.2

Talisker (whiskey) 47.5

Ariana Grande 43.91

Ford Edge 42.76

Toshiba 73.45

MLS (Major League Soccer) 32.02