We asked more than 5,000 people to tell us about the brands they sought out, then we analyzed what those brands did. The results were surprisingly consistent.

Online, being multidimensional beats being single-minded. Surprise beats consistency. Share of emotion beats share of mind. The best online brands have always understood this instinctively. Now we have the data to prove it... 

Read more at https://www.fastcodesign.com/90127471/we-studied-brands-around-the-world-what-consumers-want-isnt-what-you-think.