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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Philo (TV subscription & streaming service) 42.79

Upromise 49.16

Sneaky Pete (tv show) 36.95

Forbes 58.72

Ciroc 40.75

Simon Cowell 56.76

Project Blue Book (tv show) 51.03

Fox Network 81.67

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Google 99.6

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Chrysler 71.62

Pardon the Interruption 44.33

Depend (adult diapers) 52.56

Walgreens (store brand) 92.68

Southern Living 55.8

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Century 21 52.33

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VFW Magazine 41.33

Pinnacle Vodka 33.53

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Breyers 89.2

Breaking Bad 62.55

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Catholic Charities USA 61.28

Four Loko 28.68

Cisco 53.72

Metlife 53.31

Gain (laundry product) 85.48

Heinz 94.82

Realtor.com 53.07

Nike Golf 47.92

Ralph Lauren 69.54

Chevrolet 90.9

NFL on FOX 58.65

The Honest Company (Beauty Supplies) 63.57

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Tilex 56.53

Baymont Inn & Suites 37.45

Knights Inn 19.96

Dunkin' Donuts 88.53

Columbia (clothing) 76.36

CBSNews.com 70.67

Kashi 61.35

Proenza Schouler 55.27

Sam's Club 84.36

The Salvation Army 95.39

Milky Way 92.27

YouTube TV 90.68

SunTrust 31.43

Hyatt 67.87

BJ's Restaurant and Brewhouse 50.7

Tennis Channel 27.26

Jones New York 41.95

Body Armor (sports drink) 49.8

Save the Children Federation 75.73

Chipotle 72.3

Scott (baby wipes) 73.68

REDDS 40.57

Google News 82.83

urban outfitters 47.4

Dillard's 50.86

ELLE 27.36

Ramada 47.92

The X Factor 35.85

ABC World News Tonight with David Muir 62.91

AncestryDNA 79.84

Empire (tv show) 25.09

Frontier Communications 19.43

Mentos 72.66

Dannon 71.41

Prevention 58.51

Hilton HHonors 65.95

Drake 37.2

Burger King 79.36

Equate (pain relievers & analgesics) 80.07

American Cancer Society 95.94

Fabuloso 61.44

Arm & Hammer 96.67

Yoplait 88.56

AT&T Internet 69.81

Pampers Easy Ups 71.35

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Systane 50.9

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Oracle 42.43

Chobani (greek yogurt) 76.48

ESPN.com 64.74

Inc. (magazine) 28.64

Seattle's Best Coffee 40.59

The Bachelor 24.33

Reese's 99.04

Monistat 55.31

Pizza Hut 83.82

Logo (tv channel) 29.64

Bounce (laundry product) 91.08

CBSSports.com 49.88

Windstream (telecom provider) 44.23

truTV 52.26

Saks Fifth Avenue 46.42

Dos Equis 39.82

OWN 44.67

Buick Enclave 39.94

America's Got Talent 62.09

Zara 47.7

Amazon Prime Video 94.57

Talbots 26.95

Grey's Anatomy 54.2

VANITY FAIR 40.68

Red Baron 66.86

Charlize Theron 60.94

Silicon Valley 26.27

Catholic Relief Services 62.12

EVOL 37.93

Post Cereal 83.4

Wrigley 60.43

Sharp 70.09

Mark Burnett 31.03

DeLeón Tequila 39.08

American Express Membership Rewards 58.21

Woman's World 38.02

Rockport 46.53

Glenfiddich (whiskey) 43.81

Animal Planet (tv channel) 86.64

SKECHERS 83.41

Honda Accord 78.73

ESPN 77.33

Stubb's All Natural (charcoal) 48.13

Jenn-Air 45.08

Sofie 35.56

Downy 91.81

Target 92.81

Oscar Mayer 84.51

Liquid Plumr 71.45

eBay 91.75

Chevrolet Malibu 59.46

Ashton Kutcher 57.75

Yard House Restaurant 43.7

CA Technologies 49.84

Universal Kids 58.88

Swanson 44.32

Nutella 83.41

MTV Music Awards 46.93

AmeriCares Foundation 60.01

Green Giant 87.58

Arm & Hammer 96.67

IHOP 88.49

Travelocity 61.82

Hyundai Sonata 51.96

TNT (delivery services) 44.89

Country Living 52.96

Archives.com

Champion Sportswear 76.76

Chicago Med 45.34

FX (tv channel) 55.26

Slack (team messaging) 51.34

SONY 96.41

Breckenridge 43.12

Telemundo 25.2

Undercover Boss 61.27

Chateau Ste. Michelle (wine) 50.74

Layer Cake (wine) 49.49

NATIONAL GEOGRAPHIC 97.12

Marcal 43.07

New Amsterdam Vodka 39.46

Tostitos 89.79

Jack in the Box 48.17

Southwest Rapid Rewards 61.49

Bulleit Bourbon 48.92

The Rachel Maddow Show 27.07

Colgate Total (mouthwash) 94.13

Guinness 55.54

Sparkling Ice 50.2

Netflix 98.13

BJs Wholesale Club 47.1

The Cheesecake Factory 84.98

YMCA 81.34

Hitachi 43.93

GQ 32.33

Pledge (cleaner) 86.06

mtvU (rewards program) 27.74

Sports Illustrated 59.17

Playstation 4 71.53

Verizon Wireless 83.03

Chap Stick 94.95

MovieFone 34.07

Degree Women 70.33

Sauza 34.83

Francis Ford Coppola Winery 40.73

Anthem (health insurance) 56.35

Dewar's 32.98

Woman's Day 52.02

Cannes Film Festival 49.23

Perrier flavored 45.41

Kia Optima 47.79

Pur (water filtration) 68.93

Baked! Lay's 84.49

Kia Sorento 41.47

Jameson Irish Whiskey 46.63

Cottonelle 86.63

Electronic Arts 62.42

Beats by Dre 59.67

House of Cards 29.58

Heinz 94.82

Superstore (tv show) 35.02

Mapquest 76.76

Chivas Regal 36.07

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Plenti (rewards program) 37.98

Windex 97.04

Walgreens (store brand) 92.68

Microsoft 98.7

BMW 84.62

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Jones New York 41.95

Hellmann's 85.8

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Shiseido 45

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Lagavulin (whiskey) 52.16

Scotties 66.89

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Cadillac 82.56

Toyota Camry 78.28

YahooSports.com 53.85

SunChips 83.7

Theraflu 78.26

Dove (chocolate) 94.58

Marriott 82.09

AMC 81.82

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Seth Rogen 62.89

Fox.com 78.69

Seventh Generation 64.13

Vicks 96.27

Refresh (eye drops) 58.35

Scandal 35.78

FIVE GUYS 74.52

BBC 74.25

Mountain Dew 75.92

Counter-Strike Global Offensive ESL One (tournament) 42.03

Nike 90.68

Up & Up (children's disposable diapers) 42.6

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Gisele Bündchen 24.82

Method (cleaning product) 60.76

Cheddar's Scratch Kitchen 52.76

AAA Living 47.49

Cooking Channel 66.86

Audi 76.81

Dasani Sparkling 68.16

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EBONY 34.08

C-Span 41.67

Microsoft 98.7

Morning Joe 25.36

Redhook 34.81

Shell (gasoline service stations) 79.86

Smirnoff 57.24

Ford 89.38

The Capital Grille 48.58

Aldi 82.76

Steve Madden 38.49

Huggies Pull-Ups 64.02

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BBC America 72.21

BOSE 87.93

Neutrogena 85.32

Land Rover 61.91

TechCrunch.com 42.95

Marvel Studios 88.18

newegg 50.48

Meet The Press with Chuck Todd 41.08

Stella Artois 47.88

AAA Travel 85.41

Food Network 88.54

Egencia 45.15

Blackberry 41.27

THE NEW YORKER 45.62

Equate (deodorant) 54.87

Courvoisier 40.07

Best Buy 94.6

MSNBC 62.56

Caterpillar 72.88

2 Broke Girls 35.17

Kroger 76.59

seventeen 32.2

Us Weekly 34.51

Patch.com 47.21

Jack Daniel's 69.31

Toyota 91.06

UGG 59.24

Highmark (health insurance) 42.28

all (laundry product) 80.84

Clinique 62.61

Ariana Grande 43.91

Huggies 78.42

DC Entertainment 67.57

Save-A-Lot 55.93

Kohl's 87.8

Boys' Life 42.38

Orbitz.com 48.03

Eggo 88.83

American Express 74.01

TCM (Turner Classic Movies) 69.74

Harp Lager 37.74

Timberland 71.14

Domino's 82.35

Seventh Generation (baby wipes) 51.53

Master Chef 57.44

Virtue Cider 44.46

Siemens 35.62

MyHeritage DNA

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Hormel 70.21

General Mills 93.56

Amy Schumer 37.65

Syngenta 43.6

Taylor Swift 65.95

Spectrum 44.1

7-Up 90.6

Lincoln 69.02

Holiday Inn 80.62

Slim Jim 71.45

Coldwell Banker 39.95

Simpsons 75.25

Epson 48.99

Starbucks 84.1

P.F. Chang's 60.59

Formula 1 35.54

Chase Freedom Card 58.92

AT&T Wireless 73.04

WWE (World Wrestling Entertainment) 34.85

NBCSports.com 57.63

Pringles 94.39

Google Chrome 98.96

Adam Sandler 88.07

CVS pharmacy 91.73

Highly Questionable 49.56

Michelob Ultra 40.25

Green Day 67.21

KAISER PERMANENTE 51

A&P 32.46

HomeAway 43.98

Consumer Cellular 39.09

Dwayne "The Rock" Johnson 94.93

Sofia Vergara 59.55

Old Forester 29.27

Avon 62.48

Delta Air Lines 74.76

Lifetime Television 69.91

Comfort Inn 62.94

Jack Link's 62.96

PBS 94.25

AIG (insurance) 25.64

Arrowhead water 47.87

GEICO 73.53

HUNTER (boots) 49.48

Papa John's 75.98

Revlon 65.51

Puma 67.36

Kindle Fire 76.86

RE/MAX 46.67

Fresh Off the Boat 39.47

7-Eleven 75.14

SAP 38.89

Crabtree & Evelyn (beauty) 46.48

Green Giant 87.58

Twitter 56.16

Tina Fey 70.75

HBO Max 36.12

AncestryHealth 65.35

Mars 69.63

Great Value (liquid bleach) 75.48

Alcatel-Lucent 38.99

American Ninja Warrior 54.45

The Honest Co. 63.57

Ever Clean (cat litter) 44.69

NBA Championship Finals 54.53

Instagram 70.28

Universal 89.78

The Economist 44

Jose Cuervo 47.91

Shock Top 43.1

Crate & Barrel 55.08

Colgate Max Fresh 88.46

Giant Eagle 40.21

Good Morning America 60.77

American Red Cross 98.74

Yahoo! 85.61

FoxSports.com 63

Soma (water filtration) 48.29

Toyota Highlander 58.23

E! (tv channel) 39.01

Venmo 60.76

Floyd Mayweather Jr. 32.32

MAXIM 23.06

Charmin 95.21

Crest Pro Health (mouthwash) 96.27

Bonnaroo (event) 40.2

Adobe 85.36

Pepperidge Farm 91.25

Illumination Entertainment 60.47

Sprite 91.91

Banquet 64.59

Summer's Eve (feminine hygiene) 51.06

Citi 63.34

World of Tanks WGL Grand Finals (tournament) 36.95

Stonyfield Farm 56.33

Remy Martin 44.93

Clorox Scentiva 85.81

Periscope (mobile app) 33.14

Sun-Maid 92.13

Maggiano's Little Italy 49.43

WW (Weight Watchers) 56.02

Firefox 77.04

Salesforce.com 48.8

Better Homes And Gardens 75.98

World of Hyatt 53.99

Dell 92.38

Fisher-Price 94.68

Ford Explorer 65.74

New York Times Magazine 50.56

Miller High Life 45.17

Walmart 96.33

Up & Up (beauty supplies) 57.34

PayPal 97.78

Walking Dead 51.74

Coach (fashion) 62.92

The Herd 32.54

WIRED 39.98

Verizon 84.4

MLB (Major League Baseball) 85.15

Scoop Away (cat litter) 43.12

Twizzlers 86.77

Verizon FiOS 63.92

Texaco 50.11

Gordon's Gin 19.62

Wells Fargo 55.05

Sprint 56.76

Sanpellegrino Fruit Beverages 55.98

Skippy 85.08

Pitbull (artist) 36.74

Balance Rewards - Walgreens 72.93

Airbnb 65.21

Bergdorf Goodman 31.33

Teva 46.3

U by Kotex 60.99

Robitussin 84.08

Sports Nation 33.02

Stolichnaya 42.7

Tyler Perry 75.37

Motorola 67.94

Nascar 61.68

Ragu 79.36

Hot Wheels 93.25

Kroger 76.59

Criminal Minds 71.94

Freeform (tv channel) 56.03

Top Job (liquid bleach) 43.67

American Airlines 72.13

People (magazine) 56.22

Visine 80.53

Volkswagen 75.96

Asics 53.04

Bon Jovi 78.29

Aqua-Fresh 72.3

Bounty Paper Towels 97.72

Doubleshot (energy drink) 49.31

The Honest Company (baby wipes) 58.7

Law And Order: SVU 76.31

Frontier (charcoal) 32.56

DISH (tv provider) 47.93

Kristen Stewart 31.53

Metro by T-Mobile 41.56

California Pizza Kitchen 51.55

The North Face 80.69

Bill and Melinda Gates Foundation 74.33

JetBlue 51.33

Lady Speed Stick 53.93

Starbucks Rewards 67.45

Sotheby's International Realty 41.1

Lenovo 53.73

Walgreens (store brand) 92.68

AARP The Magazine 67.14

United Service Organizations 80.32

Xtra 47.01

Smithwick's Irish Ale 40.98

Hawaiian Airlines 41.52

Ford Fusion 48.48

Samaritan's Purse 66.62

Tito's Handmade Vodka 55.21

MSNBC.com 52.14

Puffs 92.64

Best of the West (charcoal) 52.55

CNBC 53.49

Saucony 43.18

Glenmorangie (whiskey) 49.02

Twitter 56.16

Alienware 59.08

Jimmy Dean 84.22

NBC/Universal 63.56

Dunkin' Donuts 88.53

lululemon athletica 40.87

food & family 56.83

Leapfrog 73.58

Smite World Championship (tournament) 50.73

Ore-Ida 83.54

Undisputed 41.45

Boardwalk Empire 37.59

Foot Locker 64.27

Jimmy Kimmel Live 49.01

Donna Karan 34.43

Cinemax 57.62

Sundance Channel 45.84

Nike Football 59.52

Xbox One 64.67

Southwest Airlines 78.46

Red Stripe Jamaican Lager 38.56

Hidden Valley (ranch dressing) 92.26

Chevrolet Traverse 38.89

T-Mobile 65.68

UPS 98.65

Tide 96.75

Maybelline 66.64

Nike Soccer 48.92

Exxon 63.66

Seagram's Gin 37.76

Bank of America 63.48

DIY Network 71.93

Little Caesar's 74.8

Hot Pockets 80.16

Eight O'Clock 47.16

PLANTERS peanuts 94.86

Walmart 96.33

Pixar 94.24

Sailor Jerry 43.99

Yakult 51.3

DogVacay 52.69

Perrier 51.49

Estée Lauder 58.85

Tom's of Maine (toothpaste) 62.72

iPhone 93.47

Samsung 97.42

The Style Network 29

bon appétit 49.82

Lionel Messi 58.8

Bacardi 55.57

NFL Super Bowl 89.66

Mitsubishi 53.32

Dole 94.51

Tylenol 97.74

Buena Vista 53.02

Hillshire Farm 84.33

PetSmart 88.77

American Eagle Outfitters 63.63

Starbucks 84.1

Black Velvet 26.61

Monkey Shoulder (whiskey) 55.04

K-Swiss 43.91

Southern Comfort 35.47

Nike 90.68

Selena Gomez 56.42

Lenovo Tab 48.19

Best Western Rewards 53.54

Courtyard by Marriott 74.46

Papa Murphy's Take 'n' Bake 59.33

GOLF MAGAZINE 19.84

New York Magazine 40.09

Advil 95.58

Boys and Girls Clubs of America 87.75

Corona Extra 55.23

Tic Tac 89.46

Maker's Mark 49.73

Rustler 40.1

Josh Cellars (wine) 50.96

LG 90.5

The Tonight Show with Jimmy Fallon 62.14

Concur (travel booking site) 47.35

MSI (gaming pc) 48.98

Up & Up (trash bags) 50.78

CIGNA 49.73

Internet Explorer 87.7

Diet 7-Up 55.26

The Kraken Black Spiced Rum 44.92

HP 94.96

Macy's 81.33

U.S. Open (tennis) 47.54

HBO Go 55.05

Versace 52.49

Google Play 85.95

MLB World Series 78.6

Apple 96.73

DC Comics 73.95

Farley and Sathers Candy Co 56.53

Symantec 52.76

Razer (gaming pc) 57.58

Engel & Voelkers (real estate) 49

General Mills 93.56

HGTV 83.02

GUESS 44.69

Wheaties 74.36

Trader Joe's 82.48

TIFFANY & CO. 67.69

Winn Dixie 41.08

HSN (Home Shopping Network) 35.95

Bloomberg News 32.15

Citizens Bank 37.66

Crayola 99

Samsung 97.42

Smartfood 70.5

Boy Scouts of America 77.03

Lay's 97.44

Heineken 53.2

Hawaii Five-0 45.95

Colgate Enamel Health 85.79

Stranger Things 73.96

Natural Ice 22.08

HTC 42.5

Levi's 95.84

S.Pellegrino 43.13

Sting (artist) 73.57

Snapple 83.26

Benadryl 93.42

Modelo Especial 36.29

Cadbury 80.51

Always Feminine Hygiene 75.23

Frontier Airlines 33.19

Apple Music 67.96

Forever 21 45.22

Zaditor 50.38

Ancestry 83.34

TikTok 34.17

Tena (adult diapers) 44.65

Wag! 53

Ericsson 32.13

Poland Spring 51.94

InterContinental Hotels 45.31

Homelife (real estate) 33.54

Amazon.com 99.79

Cox Communication 25.07

Ball Park (frozen foods) 70.03

Sears 73.69

Knight Frank (real estate) 48.03

Priceline.com 52.83

CBS News 76.02

Mazda 69.36

abc 87.15

ABC News 82.35

Blue Moon 53.51

Econo Lodge 37.97

Kona 37.88

WE tv 30.93

Guideposts 48.61

TRAVEL + LEISURE 46.12

T-Mobile Tuesdays 45.47

Donald Trump 67.67

Tribeca Film Festival 47.34

Activia 72.38

Salesforce.com 48.8

HBO 81.86

Cheetos 95.1

Yahoo! News 72.16

St. Jude Children's Research Hospital 98.23

CMT 46.33

WellPoint 35.97

5 Gum 49.57

DASANI 78.08

Seagram's 7 Crown 43.06

Men's Fitness 33.57

Rold Gold 69.3

Quilted Northern 82.81

State Farm 80.21

Subaru 80.89

Sephora 58.65

Ben Stiller 76.24

Crest Sensi-Repair 81.76

Famous Footwear 58.43

Optimum 37.41

Chick-fil-A 92.75

GoDaddy 43.52

Alec Baldwin 52.22

Newcastle Brown Ale 24.11

Whole Foods Market 79.86

Serena Williams 78.21

The Macallan 47.45

Geox 53.7

Spotify 70.28

Facebook 91.36

The Glenlivet 44.68

St. Regis Hotels 41.38

Kim Kardashian 33.26

On the Border 46.58

Comcast 50.68

Comedy Central 72.61

Toshiba 73.45

Goodnites 46.33

Accor 44.04

Barbie 80.79

Life Savers (candy) 94.02

JW Marriott 56.4

CHEEZ-IT 95.21

Skyy Vodka 43.61

Wolf (appliances) 52.82

Marriott Hotels & Resorts 82.09

Thermador 40.04

SUPERVALU 42.51

Almay 48.68

Captain Morgan Cannon Blast 32.38

Nike Basketball 55.1

bloomingdale's 48.14

Canon 89.38

Tyson Foods 89.93

Poland Spring Sparkling 47.09

TLC (tv channel) 78.17

Deer Park 51.14

IBM 78.51

Birkenstock 54.24

IFC (tv channel) 40.65

Spirit Airlines 29.71

Beyoncé Knowles 54.43

Allegra (medicine) 65.49

Simply Summer's Eve (feminine hygiene) 45.81

Mary Kay 49.56

American Heart Association 96.47

Intel 88

DIRECTV 54.48

Home Depot 97.67

Blue Bloods 49.44

Habitat for Humanity 92.7

Around the Horn 49.23

Ballers (tv show) 25.9

Burt's Bees (lip balm) 86.29

Sterling Vineyards 43.01

The Wizarding World of Harry Potter 74

Equate (cough, cold, & allergy remedies) 76.99

Gap 64.93

Women's Health 63.86

Verizon Up 45.15

Up & Up (liquid bleach) 45.86

Herradura (tequila) 44.36

Cisco 53.72

Publix Super Markets 60.46

HTC 42.5

Poise (adult diapers) 47.3

New Amsterdam Gin 37.24

Smucker's 92.95

SONY 96.41

Christie's Real Estate 38.13

Honda Pilot 49.92

Campbell's 97.96

Hershey's 99.29

Dove (personal care) 97.47

Disney Channel 92.9

Jagermeister 38.73

Best Western 68.71

Lindt 81.89

Jack Daniel's Tennessee Honey 56.53

Walgreens (store brand) 92.68

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

T.J. Maxx 83.23

Kirkland Signature (toilet paper) 61.79

Clorox (liquid bleach) 98.66

CenturyLink 30.07

Jerry Bruckheimer 24.62

Ghirardelli 88.66

FamilySearch

Esquire 25.85

Skittles 87.92

Disney XD 63.33

Perry Ellis 36.89

Night Hotels 52.4

Blue Cross Blue Shield 89.08

Yahoo! Music 44.77

Emmy Awards 49.41

NCIS 70.68

Family Circle 50.92

Discover Card 73.72

Turner Sports 32.54

VOGUE 41.47

Elton John 89.67

Kahlúa 59.29

GE (General Electric) 92.86

Peter Pan (peanut butter) 77.73

Under Armour 85.2

Scope 80.76

League of Legends World Championship (tournament) 31.61

Dairy Queen 90.72

Elysian 35.73

Discovery Family Channel 64.34

Sub-Zero (appliances) 53.61

Airbnb 65.21

Kylie Jenner 27.72

The Late Show with Stephen Colbert 39.53

Crest Sensi-Relief 82.45

Bud Light 50.97

Marriott BonVoy 54.12

Sprite Zero 53.18

Jif 88.52

House Beautiful 39.95

NCIS: Los Angeles 53.38

Kit Kat 96.59

Deep Eddy Vodka 42.16

Advil 95.58

BP 58.74

Safeway 49.16

American Dad 43.92

The OT 48.3

Rite Aid 71.92

food network magazine 67.87

Easy Spirit 45.81

NBC Sports 65.69

JUSTBORN 46.19

MOTOR TREND 37.21

AAA Via Magazine 78.86

Degree Men 68.03

Warner Archive 45.43

How to Get Away with Murder 33.1

AOL 42.38

Polar Seltzer 38.76

Johnny Depp 79.47

Colgate 97.06

HomeAway 43.98

Hallmark Channel 87.45

A1 86.55

Sony / Columbia 81.75

W (magazine) 22.6

20/20 63.97

Fidelity 56.67

Amazon Alexa 80.24

Buchanan's 43.18

Crown Royal 59.54

Gopro 70.19

Great Value (snack foods) 83.93

Fresh Step (cat litter) 53.97

Pandora 78.15

Olay 85.31

NBC News 77.7

The Sports Authority 45.71

Nationwide (insurance) 59.39

Nestle Pure Life 76.39

White House Black Market 37.39

Last Man Standing 50.62

Yahoo! Lifestyle 49.46

Dr. Dre 44.8

Purex 75.04

Four Peaks 41.35

E & J Brandy 40.71

Clarks 55.63

Cricket Wireless 41.75

Call of Duty World Championship (tournament) 40.01

CBS 88.57

Sue Bee 51.5

Park Inn by Radisson Hotels 41.67

American Eagle Outfitters 63.63

Ameritrade.com 48.36

Kmart 59.98

Trulia.com (real estate) 43.81

Dynamo 43.59

Ban 28.46

Discovery Channel 94.6

Chili's Bar & Grill 79.26

Chevron 64

Lagunitas Beer 50.23

Google Pixel C 54.51

Activision Blizzard 56.83

Merrell 47.88

Glenn Beck 22.24

Mike & Mike 31.46

Matt Lauer 27.25

Express Scripts 54.91

J. Crew 41.49

Lysol 98.76

Mucinex 82.54

Khloe Kardashian Odom 22.75

Bombay Sapphire 35.84

Tidal 37.48

Sam Adams 50.32

Diesel (fashion) 36.42

Coach (fashion) 62.92

Jaguar (car) 80.38

Saturday Night Football 55.3

The North Face 80.69

Super Target 81.41

Hidden Valley 89.96

Aquafina 79.64

Hubba Bubba 57.55

Jordan Spieth 47.92

Toshiba 73.45

The Singleton (whiskey) 38.26

NESCAFÉ 56.96

Mark Wahlberg 79.73

John Deere 89.9

Seth MacFarlane 53.44

Yahoo! Answers 73.79

Fritos 92.4

Great Value (facial tissue) 78.64

Express (clothing) 40.79

J. Lohr (wine) 44.56

Biotene 50.39

Malibu (liqueur) 52.6

Monster (energy drink) 40.86

Mastercard 89.84

Burt's Bees 86.2

Nespresso 47.54

Clorox 98.8

Nintendo 88.91

Bud Light 'Rita 30.55

Scouting 55.38

Aadvantage 42.12

Safari (browser) 72.7

Lea & Perrins 65.03

Libby's 61.1

TUMBLR 29.66

CSI 76.56

GLACÉAU vitaminwater 61.69

Hennessy 39.3

ZipRealty 32.45

Madam Secretary 27.27

Mike & Molly 42.29

Orange is the new Black 58.47

Fat Tire Amber Ale 44.65

Midwest Living 34.34

lean cuisine 65.68

Adidas 88.06

Pinterest 79.93

Costco 89.34

AT&T Thanks Program 55.05

AAA Going Places 59.07

NBA (National Basketball Association) 71.19

Longhorn Steakhouse 74.54

Clear Eyes (eye drops) 76.12

Jelly Belly 82.65

Barnes & Noble Nook 90.09

Always (adult diapers) 58.11

Diet Pepsi 64.3

Roku 77.99

Liz Claiborne 39.44

Forever 21 45.22

Great Value (bottled water - still) 78.49

Google Fiber 57.01

PlayStation Vue 53.05

Gucci 62.61

This Is Us 60.6

Kroger 76.59

Marshall's 74.93

Nickelodeon 82.89

Totino's 65.98

Cloralen (liquid bleach) 52.88

American Girl 59.89

Windermere 22.6

Scott (toilet paper) 89.38

Tom Hanks 97.89

Amway 23.64

Overstock.com 62.33

Voodoo Experience (event) 38.22

Lester Holt 59.87

The Week 37.27

Absolut Vodka 52.64

American Horror Story 53.22

Electric Forest (event) 60.23

Spike TV 36.81

Chicago Fire 43.82

Listerine 94.48

Goose Island (beer) 39.97

Banana Republic 48.46

Nissan Altima 60.01

Old Navy 84.08

Choice Privileges Rewards Program 47.79

Dell 92.38

Aloft (hotel) 50.84

Hollister 39.52

Tecate 22.47

CHOICE HOTELS INTERNATIONAL 49.55

Outback Steakhouse 85.98

Era (laundry product) 39.08

Claritin 80

The Middle 51.74

Family Fun 52.91

Angelina Jolie 57.59

FAGE 48.73

CAR AND DRIVER 41.52

America's Funniest Home Videos 81.36

Tom Brady 54.76

Nestlé 95.45

Sage (software) 45.64

Popeye's 78.09

Chico's 32.62

Huggies (baby wipes) 82.26

Nintendo Switch 67.59

Condé Nast Traveler 42.84

Jeep Grand Cherokee 74.26

DAZN 43.59

Patron (tequila) 57.61

Syfy (tv channel) 69.61

Crest 98.45

10 Barrel 50.9

Nissan 79.31

Zillow (real estate) 74.7

Talisker (whiskey) 47.5

Comedy Bang! Bang! (tv show) 43.47

Formula 409 77.08

Chrysler 200 56.17

Walmart 96.33

Meijer 49.94

Hell's Kitchen (tv show) 50.64

AriZona Iced Tea 76.24

Toys R Us 86.13

L.e.i. 38.94

Bayer 84.61

Hulu Live 69.83

Usher 55.57

Men's Health 50.56

Chase 77.05

Quaker Oats 97.7

Who Do You Think You Are? 55.16

Grey Goose 55.36

Ross 70.81

Leonardo Dicaprio 82.76

Babyganics (baby wipes) 54.18

The Bachelorette 23.8

WhatsApp 41.06

Photobucket 43.8

American Idol 50.69

Tidy Cats (cat litter) 58.24

Architectural Digest 43.63

ars-technica 50.21

Kellogg's Nutri-Grain 77.28

Wrigley 60.43

Pacifico 48.42

Icehouse 21.54

Starz (tv channel) 54.56

HP 94.96

James Patterson 57.75

Gatorade 92.98

Care.com 57.59

Cheerios 97.64

Univision 26.13

Jennifer Lopez 70.26

BMC 34.82

Henry's Hard Sodas 41.55

Modern Family 55.97

Doritos 96.18

Peyton Manning 69.98

LG 90.5

Harry Potter 86.03

Elle Décor 34.27

Rack Room Shoes 40.78

Jason Aldean 48.42

Bertolli 71.99

Cosmopolitan Hotel 34.7

Destination America 46.02

Kraft 97.18

Camelbak (water filtration) 60.29

Wyndham Hotels & Resorts 61.3

Nokia 66.17

MySpace 29.02

H&M 57.8

Tony Robbins 24.95

Apple TV+ 61.9

Melissa McCarthy 76.22

New Girl 48.25

Phil Mickelson 48.3

Ruby Tuesday 60.49

Sudafed 64.42

Acer 56.61

Julia Roberts 83.09

SportsIllustrated.com 32.89

Newsweek 55.02

Downton Abbey 44.46

Dannon/Danone 61.77

GoGurt 68.13

Motorola 67.94

Campbell's 97.96

Crest 3D White 92.65

Smart Ones 46.18

Element by Westin 44.06

ESPN 77.33

Sanyo 56.3

The TODAY show 52.85

VH1 45.2

TIME Magazine 80.95

Hyundai Santa Fe 41.31

Mercedes-Benz 81.16

George Lucas 77.11

Lipton 93.34

Travel Channel 64.28

Nine West 41.3

Snuggle 82.53

USA Network 71.75

Nike Running 70.14

Van Heusen 47.06

M&M's 99.35

Canon 89.38

Travelodge 38.73

Ann Taylor 38.38

Shoe Carnival 45.1

Bahama Breeze 39.56

O.B. Feminine Hygiene 43.29

The Atlantic 33.6

Charles Schwab 47.92

Blake Shelton 63.55

Don Julio 42.57

GLACÉAU vitaminwater 61.69

Timberland 71.14

NHL Stanley Cup Finals 59.65

PLAYBOY 41.72

Wish-Bone 76.31

Pretty Little Liars 25.06

Time Warner 50.97

Stride Rite 51.29

Denny's 76.53

Smithsonian 85.67

Seventh Generation 64.13

Fujitsu 34.38

Lexus 79.48

Lyft 61.94

Corcoran Group (real estate) 39.47

GMC Acadia 45.92

Super 8 42.5

Utz 58.09

bestbuy.com 94.52

Bleacher Report 43.78

Autodesk 50.27

Cheer (laundry product) 48.64

The Five 57.02

USAToday.com 63.7

Horizon Organic 60.24

TBS 71.9

Lord & Taylor 36.46

Brené Brown 51.05

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

UnitedHealth Group 53.86

Puls 47.65

MTV 53.76

L'Oréal 74.18

Blackberry 41.27

Fruit2O 41.21

LaCroix 42.4

Spoils of Babylon 42.73

Life in Pieces 35.09

Coors 48.63

DSW (Designer Shoe Warehouse) 58

Lucky Brand Jeans 36.47

Under Armour 85.2

Bath & Body Works 90.45

Wyndham Rewards 48.14

Costco 89.34

Chase 77.05

Welch's 93.64

Chex Mix 85.62

Big Bang Theory 84.77

iPod 85.54

HP 94.96

AT&T TV NOW 33.23

Fox Sports 66.56

Powerade 64.11

Grammy Awards 48.78

Luvs 64.11

Shout 82.43

Lacoste 48.32

McCormick (spices) 96.69

Birds Eye 73.99

Jennifer Aniston 85.11

BCBG 42.07

AT&T TV 40.65

Cooking Light 54.62

Buzzfeed 36.28

Berkshire Hathaway Home Services 38.23

Budweiser 56.12

A&E 78.42

Reebok 76.15

Hy-Vee 42.03

Vaseline (lip balm) 90.26

Great Value (laundry product) 79.24

Kikkoman 59.43

Hilton 78.96

Maxwell House 76.21

Trivago 61.2

Special K 84.27

Aleve 88.95

True Detective 38.84

Carefree Feminine Hygiene 58.33

Kraft (ranch dressing) 86.7

Busch 37.26

Claussen 64.61

Hendrick's 40.56

Ketel One Vodka 35.76

United Mileage Plus 39.69

MyHeritage 48.88

Microsoft Surface 64.75

KFC 84.65

TV Land 59.37

Honeywell 64.72

Viva 69.52

Aerosoles 47.22

Sundance Film Festival 64.02

Megyn Kelly 31.4

Transparent (tv show) 43.89

Justin Bieber 36.13

OMG! 37.9

RBC Bank 30.37

Tootsie Roll 93.72

Target.com 94.82

OxiClean 92.85

Sara Lee 90.17

Viacom (Paramount) 83.11

Fanta 76.62

Kate Moss 30.21

Citi 63.34

SportsCenter 59.36

Smirnoff Ice Spiked 45.06

Campus Crusade for Christ International 65.63

Ford Edge 42.76

Dr Pepper 91.04

Cole Haan 49.71

Dateline 63.93

Capri Sun Roarin' Waters 59.36

Disney+ 93.7

Tim Hortons 39.21

Oracle 42.43

Frosted Flakes 90.31

Jeff Dunham 67.33

Brad Pitt 73.23

Konami 48.76

NBA G League 41.42

Time Warner Cable 41.6

Delta Sky Miles 49.47

MARTHA STEWART Living 40

Westin 54.83

AMD 54.23

Rite Aid Wellness+ 59.28

Bravo (tv channel) 45.26

Walmart.com 94.13

Nordstrom 61.51

J. Mendel 35.91

Captain Morgan 53.02

Geno 2.0 (by National Geographic)

Lil Wayne 30.75

JC Penney 81.29

Secret (deodorant) 84.53

Don Omar 36.59

Yuban 27.92

Crystal Springs 42.46

Red Lobster 86.46

Johnnie Walker 36.74

YouTube 98.81

Resolve (laundry product) 63.47

Pine-Sol 90.06

black-ish 50.36

Tanqueray 31.83

Tampax 67.79

Fox Sports 1 (FS1) 47.43

Smirnoff Pre-Mixed Cocktails 43.09

Pizza Hut 83.82

Kendall Jackson (wine) 42.88

Rumchata 44.61

Brawny 84.89

Right Guard 58.32

Hotwire.com 39.62

Booking.com 55.05

Howard Stern 40.15

Ruffles 90.82

Royal Oak (charcoal) 53.81

Two and A Half Men 48.63

Electric Zoo Nyc (event) 54.19

Swanson 44.32

GODIVA 82.56

Four Points 47.58

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

Kellogg's 97.02

ESPN2 56.87

Mom (tv show) 48.95

Showtime (tv channel) 67.59

Vtech 56

Ultra Music Festival 51.59

PNC Bank 37.29

Renaissance Hotels 47.04

George Dickel Tennessee Whisky 43.41

Douglas Elliman (real estate) 48.7

Green Works 60.79

Burberry 55.85

Keller Williams (real estate) 31.63

Stayfree 54.11

Zyrtec 67.84

Nestea 74.54

Starburst 86.89

Days Inn 60.76

Arby's 82.73

CARE USA 40.79

Yellowtail 43.64

Country Inn & Suites 48.9

Howard Johnson Hotels 45.06

StyleList 34.13

Hyundai 67.14

NFL (National Football League) 85.09

Le Meridien 35.03

Macy's Star Rewards 49.14

Yuengling 39.95

ThankYou Rewards Program from Citi 49.81

Cameron Diaz 65.1

NBC Nightly News with Lester Holt 62.54

Green Mountain Coffee 52.36

Svedka Vodka 37.51

All In With Chris Hayes 43.13

Country Music Awards 50.39

The Situation Room with Wolf Blitzer 24.72

Speak for Yourself 48.41

Katy Perry 54.46

Family Guy 52.26

Warner Bros. 93.21

Amazing Race 37.14

Compass (real estate) 38.82

NBC Sports Network 53.93

FoxNews.com 63.31

Pampers (baby wipes) 83.97

ARCO 34.02

Kanye West 36.19

Coachella Valley Music & Arts Festival 45.58

Kirkland Signature (facial tissue) 59.93

FARMERS Insurance 63.38

ETRADE.com 47.34

DHL 49.33

Smirnoff Ice 46.36

Oban (whiskey) 46.31

NHL (National Hockey League) 64.46

Lollapalooza (event) 48.35

Old Spice 82.08

WNBA (Women's National Basketball Association) 55.63

Ellen DeGeneres 89.96

VISA 97.64

Coors Light 48.24

Hefty (trash bags) 96.6

Xfinity 59.09

Better Homes and Gardens Real Estate 56.87

BC (pain relief) 55.65

Wrangler 80.08

20th Century Fox 93.13

Colgate Optic White 86

Sierra Nevada 35.32

Buffalo Wild Wings 70.97

SunGard 36.93

Crest Pro-Health (toothpaste) 96.82

The Movie Channel 47.35

Ask.com 41.77

Oral-B 96.27

U.S. Postal Service 99.69

Turn: Washington's Spies 50.16

CBS Evening News 69.66

Seasons 52 Fresh Grill 51.65

Heineken Light 41.04

Rolling Stone 67.89

Peligroso Tequila 33.01

Black Forest Gummy Bears 59.64

CBS This Morning 57.78

Adobe 85.36

Full Throttle (energy drink) 16.94

Capital One Rewards 74.42

evian 60.55

Sparkle 47.04

US Cellular 30.41

Albertsons 49.57

Ann Taylor 38.38

The Weather Channel 97.4

United Airlines 68.82

Finish Line 47.6

Sonic (restaurant) 81.51

TV GUIDE 64.6

Carhartt 73.62

Bank of America 63.48

GLACÉAU smartwater 66.72

The Dreaming Tree (wine) 52.59

Petco 84.78

Finlandia 32.94

Keeping Up with the Kardashians 25.35

CBS Sports 65.06

FOOD & WINE 48.3

Barneys New York 27.12

Britney Spears 47.35

the Voice (tv show) 58.89

Bloomberg BusinessWeek 34.99

Folgers 87.95

Smartwater Sparkling 62.86

BET 45.69

Frosted Mini-Wheats 76.78

Equate (toothpaste) 62.03

Survivor 21.31

Amazon.com 99.79

Burning Man (event) 39.5

Symantec 52.76

Gillette 90.51

OnTech Smart Services 45.48

Kirkland Signature (trash bags) 61.91

Veep 27.32

Bud Ice 27.36

McDonald's 85.69

The CW 61.67

U.S. Bank 46.87

Savills (real estate) 48.8

Bubblicious 49.98

Oxygen (tv channel) 43.9

Arm & Hammer (cat litter) 87.12

Sensodyne Repair & Protect 72.09

COSMOPOLITAN 39.66

Shutterfly 61.81

3 Musketeers 89.94

Lutheran Services in America 47.62

Schweppes Seltzer 56.98

Lady Gaga 72.77

Skype 72.87

Olympic Games 96.98

Dassault Systèmes 46.26

Taco Bell 85.59

Boost 36.29

Golden Road 48.36

Columbia (clothing) 76.36

Movement: Detroit Electronic (event) 53.76

Wisk (laundry product) 52.69

LinkedIn 64.36

Frozen 84.3

Residence Inn by Marriott 68.13

Allstate 71.27

Nokia Siemens 39.34

CNE (Condé Nast Entertainment) 42.4

First Take 52.96

Movies Anywhere 49.24

Converse 80.98

CNN 67.31

Red Bull 46.94

Mike's Harder Coolers 49.77

Mr. Clean 94.67

Crocs 62.63

Dreamworks 89.76

Healthy Choice 70.98

Swiffer 94.76

14 Hands Winery 51.42

Google Home 77.04

Compassion International 64.9

FedEx/Federal Express 97.52

Where (magazine) 50.59

Tom Cruise 61.82

Cristiano Ronaldo 47.14

Bank of America Worldpoints 40.52

Gorton's 61.55

Orville Redenbacher's 87.78

Feed the Children 76.24

Smirnoff Ice Electric 37.67

Dove (personal care) 97.47

Aquafina Splash 50.1

Progressive (insurance) 69.56

Kia 63.46

Goodwill (charity) 95.52

Kendall Jenner 27.4

Natural Light 29.08

Ryan Seacrest 47

Brita 81.52

Flickr from Yahoo! 23.5

Fox News 69.75

Adidas 88.06

Arrested Development 24.79

CBS All Access 53.38

Redd's Wicked Ale 38.04

Sensodyne Pronamel 83.73

Motel 6 44.05

Twix 94.55

TD Bank 42.66

Reese Witherspoon 75.66

CVS pharmacy 91.73

Equate (beauty supplies) 76.45

Calvin Klein