Why CMOs Are Measuring Brand Love Instead of Awareness

The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy · Jun 5, 2026 · 7m · transcript

In this episode, Lucas and Luna explore why a growing number of chief marketing officers are abandoning traditional brand awareness metrics—like aided recall and reach—in favor of a more emotional, harder-to-game metric: brand love. They dig into a recent study by the Ehrenberg-Bass Institute showing that only 22% of consumers feel a genuine emotional connection to any brand, and how companies like Patagonia and Apple have used brand love as a north star metric to drive both loyalty and pricing power. Lucas explains why the shift is happening now: social media algorithms reward engagement…