Millennials probably don't care about your brand. But the ones they do care are helping burnish their own personal brands, according to new research from St. Louis, Mo.-based agency Moosylvania.

The "2017 top 100 Millennial Brands" report averaged 15,000 responses since 2013 and found millennials' 10 favorite brands include Apple, Nike, Samsung, Target, Amazon, Sony, Wal-Mart, Microsoft, Coke and Google.

Adidas, Nintendo, Pepsi, Starbucks, Victoria's Secret, Ford, Forever 21, Jordan, American Eagle and Disney were next on the list.

Being a big-budget advertiser, the research found, not necessarily synonymous with being a favorite. Counterculture-focused retailer Hot Topic, for example, was the 29th favorite brand, while beverage giant Anheuser-Busch tied for 94th.

The biggest mistake marketers make is overlooking word-of-mouth, online conversations, influencers and written reviews when it comes to outreach. Cohen said those mediums are far likelier than TV, Facebook or YouTube ads to influence brand adoption.

One company doing that well came as a surprise for Moosylvania: Wal-Mart.

Cohen said the company is a staple in many areas, and has done a good job of making itself "part of social consciousness" with efforts like the "Greenlight a Vet" campaign, which urges people to change one light at home to green, then share on social media.

Source: adage