Why CMOs Are Measuring Brand Love Instead of Awareness

Episode notes

In this episode, Lucas and Luna explore why a growing number of chief marketing officers are abandoning traditional brand awareness metrics - like aided recall and reach - in favor of a more emotional, harder-to-game metric: brand love. They dig into a recent study by the Ehrenberg-Bass Institute showing that only 22% of consumers feel a genuine emotional connection to any brand, and how companies like Patagonia and Apple have used brand love as a north star metric to drive both loyalty and pricing power. Lucas explains why the shift is happening now: social media algorithms reward engagement, not recognition, and younger consumers (Gen Z and Gen Alpha) punish brands that feel generic. Luna pushes back on whether brand love can really be measured without turning into another vanity metric, and they land on a framework used by the CMO of REI: combining net promoter score with 'share of heart' surveys. By the end, listeners will understand why brand love might be the only metric that actually predicts future revenue in a post-cookie world.

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