Dive Brief:

• A study from BrandKeys has brought to light which brands are the least engaged in their respective categories. 
• BrandKeys applied a percentage score to 555 brands across 64 categories, measuring “the degree to which a brand is seen to meet the expectations held for the Ideal in the category.”
• Topping the list of the least engaging brands were Blackberry with 52% —​ compared to smartphone leader Apple with 81% —​ and Quizno's, whose 57% score pales in comparison to quick-service restaurant leader Subway's 93%. 

Dive Insight: 

This list certainly isn't one a brand wants to end up on, but the rankings might not be as dismal as they seem. All of the brands in the top 10 still received above 50%, meaning they're still meeting category ideals to some extent. If nothing else, the list should certainly serve as motivation for the brands (and their agencies) to improve.