Polkadot scores highly on 'brand intimacy' metrics

A new study has been released which shows that Polkadot is a brand that is closely cherished by its community.

An in-depth examination of more than 600 of the most recognized global brands, across a wide range of industries, has given Polkadot a high ranking just outside the top 100.

The Brand Intimacy Study 2022 by digital agency MBLM puts the interoperable multichain network ahead of household names such as McDonalds, Facebook, Coca-Cola, Tik Tok, Red Bull, Levi’s, Adidas and Kellog’s.

MBLM’s newly created crypto industry category lists Polkadot third out of 11 brands, coming in ahead of Ethereum, Tether, Ripple, Binance, Solana, Dogecoin, Uniswap, and USD Coin.

MBLM says its 2022 report is “a bold step forward, now leveraging artificial intelligence and big data to rank over 600 of the world’s leading brands based on emotional connection.”

The agency trawled through social media platforms, analyzing more than 1.4 billion keywords. It applied carefully chosen keywords and social media mentions to each brand, creating added context and depth.

Addressing Polkadot, the MBLM report places it behind only Cardano and Bitcoin in the blockchain space.

Polkadot’s quotient score is 43.5, way ahead of the average score for the crypto industry of 37.8. This in turn dwarfs traditional financial services, whose average quotient score is 32.1.

Polkadot’s strongest archetype is “fulfillment”. MBLM adds: “Of the consumers who write about Polkadot or DOT, 35.4% are in some form of intimacy with the brand.”

In general, MBLM noted that brand performance had increased 19% since before the pandemic, highlighting that people are connecting with brands more deeply than before.

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