Michael Ramlet

Co-Founder and CEO @MorningConsult

[Michael Ramlet @MichaelRamlet]

Monster is a front-door brand with no front door of its own https://t.co/rIxjTNFV5z

[Michael Ramlet @MichaelRamlet]

Red Bull is the category's front-door brand — broadly recalled and deeply linked https://t.co/Xj2sPQ9otv

[Michael Ramlet @MichaelRamlet]

I'm proud to announce that Matthew Hammon is joining Morning Consult as our Chief Growth Officer!
https://t.co/EMoSPcbAbY

[Michael Ramlet @MichaelRamlet]

The NBA holds a dominant position among certain audiences, but a notably more shallow one with the broader population of sports fans. https://t.co/jAagHrsDmK

[Michael Ramlet @MichaelRamlet]

The @NFL has built an unrivaled mental moat in the sports league category: it surfaces first on nearly all major engagement triggers and carries an emotional connection score roughly 0.4 points higher than the next league. https://t.co/PTdHurDLKG

[Michael Ramlet @MichaelRamlet]

Vuori’s mental availability per aware consumer is disproportionately strong for a brand this early in its reach https://t.co/0u6jZsE7C9

[Michael Ramlet @MichaelRamlet]

Reebok has a reach problem, not an awareness problem. At 67% aided awareness, the brand is broadly known — but that awareness is translating into only 6.5% Mental Market Share and a mental penetration of 62% among brand-aware consumers https://t.co/3R4d4646v4

[Michael Ramlet @MichaelRamlet]

Adidas is the athletic apparel category’s second brand by a clear margin — 11% Mental Market Share, 75% mental penetration, and a Network Size of 7.82 CEPs https://t.co/31ux1l7on3

[Michael Ramlet @MichaelRamlet]

Nike occupies the athletic apparel category’s front door — recalled more broadly and more deeply than any competitor https://t.co/4TBZgiMCMW

[Michael Ramlet @MichaelRamlet]

Nike holds the broadest mental footprint in the athletic apparel category by a meaningful margin https://t.co/zbDB5R2ntp

[Michael Ramlet @MichaelRamlet]

Fragrance is a high-frequency category with a low-loyalty problem
https://t.co/tq7DiS2eXe

[Michael Ramlet @MichaelRamlet]

No brand has locked in dominance in the haircare category, and none are even close. Head & Shoulders and Dove tie at the top with ~12% Mental Market Share — neither commanding double-digit territory in the way category leaders do in adjacent personal-care spaces. https://t.co/IPzcMdC5Mw

[Michael Ramlet @MichaelRamlet]

The U.S. makeup category isn’t ruled by one brand — it’s ruled by two competing logics https://t.co/xnpG3xhNg1

[Michael Ramlet @MichaelRamlet]

Five mass brands account for roughly 54% of Mental Market Share in the skincare category, and no single brand has broken away https://t.co/3rna0s5es3

[Morning Consult @MorningConsult]

Here are the three biggest brand storylines from our latest wave of Consumer AI research:

1. Gemini and ChatGPT continue to bracket the category — Gemini consolidating its hold on search-replacement and information utility, ChatGPT defending the conversational and creative lane.

2. The breakout story is Claude — +13pp awareness, +5pp mental penetration, +4pp active use over four months, with gains concentrated almost exclusively in the $100K+ and post-graduate segments where premium-tier conversion happens.

3. Distribution-led brands (such as Meta AI) continue to lose AI mind-share. The thesis that preinstallation alone would build durable AI brand preference is not playing out — these brands have ecosystem reach but are not capturing AI moments at the rate their footprint would suggest.

[Michael Ramlet @MichaelRamlet]

X is the social media category’s most polarizing brand by a measurable margin — and polarization shows up directly in the mental availability metrics https://t.co/sE35IB8uyL

[Michael Ramlet @MichaelRamlet]

LinkedIn is the social media category’s most powerful specialist — a brand with a narrow but near-unassailable mental position in its owned territory https://t.co/dpexp8gJyo

[Michael Ramlet @MichaelRamlet]

Instagram is the category’s culture platform — it owns the creator and influencer occasions, competes hard for short-form video attention, and earns the strongest emotional connection of any brand among 18–34 adults https://t.co/sqW3b3gqY2

[Michael Ramlet @MichaelRamlet]

On short-form video and news — two of the category’s highest-salience triggers at ~38% each — Facebook is present but not advantaged https://t.co/z2U7KvojLn

[Michael Ramlet @MichaelRamlet]

Facebook’s dominance in the social media category is real but aging.

Strip out the 45–64 and 65+ cohorts, where Facebook holds 45% and 57% mental market share respectively, and the landscape looks entirely different.

https://t.co/iFE3UTXV0v