The World's Most Beloved Brand Is...

Lego sells seven sets every second and has produced enough bricks for everyone on the planet to have 80 of them. It's that kind of ubiquity and the wide, creative appeal of the toy that has made it the world's most beloved brand, according to social analytics firm Talkwalker.

The ranking is determined by the use of phrases like ‘I love it when’ or ‘I would love if’ near the name of the brand in forums and online discussions. Talkwalker says beloved brands cultivate “vital emotional connections” to consumers through means such as strong customer service or corporate social responsibility, or evoking nostalgia.

Who else made the list? Discover a few other brands that were most beloved based on these metrics.

The tech titan is forecast to fall behind other leaders in 2020 as its ad revenues drop—making it the first year it has not increased year over year. Meanwhile, the next most dominant brands in ad spend, Facebook and Amazon, are predicted to grow 4.9% and 23.5%, respectively, in 2020. Amazon has seen less of an impact from Covid-19, and Facebook has benefited from the continued popularity of Instagram.

Behind the drop: Google is facing a number of challenges, including calls for more data privacy and scrutiny from antitrust groups.

Wieden + Kennedy’s 2017 investment in startup Callen; Keith Cartwright's new eponymous agency launching with WPP's backing; The&Partnership's partnership with GroupM’s m/Six. These are all examples of a trend in recent years toward symbiotic relationships between advertising giants and startup shops. This sort of relationship opens the door for holding companies and large agencies to have a stake in smaller shops without acquiring them, while the smaller shops benefit from access to global networks and resources.

For Adweek Pro Members: Discover the creative opportunities these relationships have afforded both smaller shops and their much larger partners.

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Feeling out of the loop? In the latest episode of How S#it Works, Mark Book, head of content for North America at Digitas, tells us what the Interactive Advertising Bureau’s NewFronts are and how the event works.

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