JackMorton-品牌体验指数报告（英文）-2019.2-24页

Brandsmakepromiseseveryday.Theyspendbillionsofdollarsonpushingoutmessageseveryyear—$628.63billionin2018alone,up7.4%.1Butaccordingtoourglobalresearchon100brands,6,000consumersand10industries,consumerscaremoreaboutandbuymorefrombrandsthatdeliverproofonthepromisestheymake.Whatsurprisedusmostinourresearchwasthatafteryearsofrelyingonstudiesaboutbrandmessagingandadvertisingeffect,wefoundthattheiractionsandinteractionsareastrongerindicatorofbrandhealththananythingbrandssay.WehopeyoufindthiseditionofTheExperienceBrandIndexhelpfulinunderstandingwheretheindustrystandstodayandtheroleofBrandExperienceinchangingthelandscapeoftomorrow.Aswecontinuethisconversation,wewelcomeyourthoughts,perspectivesandquestions.WelcometotheExperienceBrandIndexGlobalconsumersdemandbrandsdomorethanpromiseagreatexperience-theyexpectproof.“Brandsth