For each of us, a few brands have real meaning. We call them Go-to Brands.

Our annual research focuses on the question: what causes a brand to achieve “go-to” status in our lives? Sampling more than 50,000 consumers’ personal perspectives on 600-plus brands, we built a statistical model that is easy to understand, predictive of financial outcomes, and directive, in that it shows leaders where they need to improve for their businesses to be more meaningful to customers and where to innovate to unlock growth.