Challenge
One of the most eagerly awaited moments at The Gathering Summit is the Tony Hsieh Awards Gala. This prestigious ceremony celebrates the Top 10 brands that have made a significant impact through innovation, cultural relevance, and social responsibility. Over the past decade, The Gathering Summit has sought to refine its selection process, aiming to accurately measure the emotional attachment people have to these influential brands. To achieve this, they’ve embraced a research methodology called Customer Emotional Quotient (CEQ), powered by the Apex Scoring System.
Process
The rigorous selection process entails a North American survey and a qualitative analysis of the top-scoring brands across numerous categories. Factors considered in the evaluation include emotional connections, operational excellence, internal culture, brand loyalty, functional performance, and decision-making strategies across various customer touchpoints.
The final step involves a committee of industry professionals who collaboratively assess and determine which exceptional brands truly stand out as the best of the best, deserving recognition as North America’s top brands.
Impact
We are immensely proud that the Apex Scoring System is instrumental in identifying and celebrating brands at this prestigious ceremony. This partnership exemplifies the profound influence of technology and data in modern marketing. Together with The Gathering Summit, we honor brands that are truly making a difference in the industry, and we celebrate the power of innovation and emotional connection in the world of business.
We take our responsibility to evaluate the most cult-like brands in North America very seriously. Each year, we've refined our process to properly measure the level of emotional attachment people have towards brands. Our work with Apex Scoring System represents a decade of experimentation and optimization. I couldn't be happier with where we've landed
