For the second consecutive year, Apple is at the top of the heap. “Apple is the most inspiring again this year because it has become a part of the consumer’s personal identity,” Barber says. “Consumers wrote comments such as: ‘Apple makes me feel more creative,’ and ‘Apple makes me feel entrepreneurial.’ People were also inspired by the company’s ability to continue to innovate even without Steve Jobs at the helm.”
Barber says that Apple fans also said they felt like they were a part of a special community. “Some wrote in about how ‘they’ felt victorious after the settlement between Apple and Samsung,” he adds.