Landor Pulse: Established CPG brands named most engaging

NEW YORK (25 April 2017) — When it comes to consumer packaged goods (CPG), established personal care and food brands—rather than newcomers born in the age of social media—dominate the list of the most engaging CPG brands in the United States according to the latest Landor Pulse, an analysis conducted by global brand strategy and design firm Landor. Johnson & Johnson, Betty Crocker, Dove, Pillsbury, Gerber, and Olay rank in the top 10. The only brand founded in the 21st century that made the top list is Plum Organics, the organic baby food company started in 2007.

Landor Pulse logos from top 10 list

The Landor Pulse of engaging CPG brands explores brand performance in four attributes: cares for customers, trustworthy, social, and helpful. The analysis is based on results from the United States 2016 BrandAsset® Valuator (BAV), the world’s largest database of consumer brand perception, by comparing statistics for more than 900 CPG brands.

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Mary Zalla, Landor’s global president of consumer brands, noted, “With Twitter, Facebook, and LinkedIn, consumers expect to engage with each other, but also with the brands they cherish and support. They want their voices to be heard and for their favorite products to acknowledge their feedback and adapt based on their changing preferences. Many people may assume that established CPG brands that have been around long before the age of social media are lagging behind, but the results of our Pulse indicate that not only are they keeping up, they are doing a better job than contemporary brands born into this era.”

The complete list of the top 10 most engaging CPG brands according to the Landor Pulse includes Johnson & Johnson, Betty Crocker, Burt’s Bees, Dove, Pillsbury, Weight Watchers, Gerber, Plum Organics, Olay, and Trader Joe’s.

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About the Landor Pulse of engaging CPG brands

Using the 2016 BrandAsset® Valuator (BAV) results of research among 17,000 U.S. consumers, Landor  explored brand performance on engaging dimensions such as cares for customers, trustworthy, social and helpful, with a specific deep-dive into the 933 Consumer Packaged Goods brands across food, beverage, health & beauty and household products categories.

With more than 20 years of consumer data, BAV is the world’s largest and most enduring study of brands. Polling consumers in the United States on a quarterly basis for their perceptions of brands, BAV is a global model for building and managing brands, based on four pillars of brand health, growth and decline: differentiation, relevance, esteem, and knowledge.

To date, BAV tracks brands in more than 51 countries among 1,000,000 consumers and covers some 55,000 brands, across dozens of brand metrics and attitudinal questions. BAV is part of Young & Rubicam Group, a partnership of companies that includes Landor.

About Landor

A global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.

Landor’s branding services include strategy and positioning, identity and design, motion graphics, brand architecture, prototyping, innovation, naming and verbal identity, research and analytics, environments and experiences, engagement and activation, and interactive and media design.

Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 25 offices in 19 countries, working with a broad spectrum of world-famous brands. Clients include Alitalia, Barclays, Bayer, BBC, BMW, BP, Cracker Barrel Old Country Store, FedEx, GE, Kraft Heinz, Huawei Technologies, Marriott International, Nike, Pernod Ricard, Procter & Gamble, S&P Global, Samsung, Sony, and Taj Group.

Landor is a member of WPP, the world’s largest marketing and communications firm. For more information, please visit and follow Landor on LinkedInFacebookTwitter, and Instagram.