What makes some of the stars of our Engagement IQ (Google, Coca-Cola and Pope Francis) likeable and others, well…not that likeable?
Let’s start with Merck and do an MRI of the results.
Merck starts off with low awareness (57%). If a company is not known, it cannot be evaluated. Top associations with Merck are that the company is smart (23%) and secretive (14%), not the best combination.
Not quite mad scientist stuff but in that direction.
The result is the lowest scores of all twelve companies and people on lunchability, postability and readability – and leads to a low Engagement IQ Index of 0.0.
Now, you might say that this is all driven by low awareness – and that would be a good point…if it weren’t for Jennifer Lawrence.
Jennifer Lawrence also has relatively low awareness (68%) but has very high positives (hip = 43%; smart = 25%) and no negatives, at least before the episode in which she allegedly had a bit too much to drink.
Ms. Lawrence had an Engagement IQ Index of 20.0.
Which brings us to Merrill Lynch and its Engagement IQ Index of -3.8, which is close to Merck but with different diagnostics.
First of all, awareness of Merrill Lynch is much higher at 87%. Merrill Lynch is seen as being smart by 38%, a prominent favorable association. But Merrill Lynch’s reputation suffers from relatively high associations with all three negative attributes studied: secretive (16%), arrogant (16%) and dishonest (14%).
1. The nine (9) diagnostic metrics composing the Engagement IQ are meaningful and relevant, they combine essential behaviors and customer sentiment measurements.
2. The diagnostics lead to different implications for customer engagement communications:
- Merck needs to build awareness and be seen as more transparent
- Merrill Lynch needs to address specific negative perceptions
To be fair, Merrill Lynch is being tarred by the brush of unfavorable attitudes toward all financial companies. While this is not new, it has intensified over the last six years.
3. Being a blonde and beautiful actress has branding benefits!
3 Strategies to Feel More in Control of Your Investments in 2019
3 Life Insights From the Jeff and Mackenzie Bezos Divorce
Weekend Warriors: Ortho Regenerative Technologies Begins Final Animal Studies in Rotator Cuff Repair
Advisors: A New Way to Build Trust With Your Audience on Social Media
4 Tips to Get Over Your Fears of Being on Camera
Top 7 Questions To Identify Core Leadership Skills
How Technology Is Helping Clients Take a Bigger Role Than Ever
What Happens When Labour Gets Commoditized
Top 10 Video Marketing Trends in 2019
8 Ways to Be Fearless at Cold Calling
Markets22 hours ago
Long-Term Investors: The S&P 500 Is Not Your Friend. Here’s Why.
Development22 hours ago
Again, and Again, and Again: The Way to Build a Great Advisory
Advisor Marketing22 hours ago
How to Integrate a Robo-Advisor Offering on Your Website
Equities2 days ago
MIT Says 2019 the Year That Blockchain Goes Mainstream
Sales Strategy2 days ago
The “Polite” Prospect Can Be the Most Difficult Prospect
Human Performance2 days ago
6 Techniques to Close Deals Faster
Markets3 days ago
Is the Market Rising Due to the Lack of Bad News Screaming at Us?
Markets3 days ago
The Early Bird Sells too Soon