Business
Lippincott Unveils Go-to Brands 2025: LEGO, Canva, and Affirm Top U.S. Customer Rankings
Drawing on its annual survey of more than 15,000 American customers, global brand, marketing, and experience consultancy Lippincott announced its inaugural U.S. Go-to Brands List, spotlighting the nation's most beloved and trusted brands as rated by their own customers. Leading the pack are LEGO, Canva, and Affirm, each recognized as Best in Show in their respective categories.
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[{"type":"text","content":"LEGO, Canva, and Affirm earn Best in Show for top categories ","length":60,"tagName":"p","attribs":{}},{"type":"text","content":"John Deere, Cadillac, Rivian, Klarna, NVIDIA, Amazon, Samsung, Google, Peloton, H-E-B, and Costco named standout Go-to Brands","length":125,"tagName":"p","attribs":{}},{"type":"text","content":"NEW YORK, Dec. 9, 2025 /PRNewswire/ -- Drawing on its annual survey of more than 15,000 American customers, global brand, marketing, and experience consultancy Lippincott announced its inaugural U.S. Go-to Brands List, spotlighting the nation's most beloved and trusted brands as rated by their own customers. Leading the pack are LEGO, Canva, and Affirm, each recognized as Best in Show in their respective categories.","length":428,"tagName":"p"},{"type":"image","alt":"Lippincott, a global brand, experience, design and marketing consultancy (PRNewsfoto/Lippincott)","displaySize":"","headline":null,"caption":"Lippincott, a global brand, experience, design and marketing consultancy (PRNewsfoto/Lippincott)","className":"","disableSlideshowImg":false,"size":{"original":{"width":400,"height":87,"url":"https://media.zenfs.com/en/prnewswire.com/c090f612a8c150e8325f1c392e6c8cb9"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/wHXBe0adP46vKuly8VkSiA--/YXBwaWQ9aGlnaGxhbmRlcjt3PTcwNTtoPTE1MztjZj13ZWJw/https://media.zenfs.com/en/prnewswire.com/c090f612a8c150e8325f1c392e6c8cb9","width":400,"height":87}},"href":"https://mma.prnewswire.com/media/2543456/Lippincott_Logo.html","hrefExternal":true,"rel":"nofollow"},{"type":"text","content":"The unique Go-to Brands framework, developed in 2019, measures brands on two key dimensions: Connection, a measure of how deeply customers love a brand, and Progress, a measure of how effectively a brand helps customers achieve their goals, big or small.","length":254,"tagName":"p"},{"type":"text","content":"Brands excelling in both areas earn the coveted "Go-to" status and can see up to five times faster growth than their peers. For the 2025 list, Lippincott introduced an additional dimension, Momentum, highlighting brands that customers believe have their best days ahead, offering a forward-looking lens on brand vitality.","length":331,"tagName":"p"},{"type":"text","content":"The list highlights 14 brands that stand out for exceptional performance across Connection, Pro...