Insights
Insights
Discover four tactics to accelerate brand relevance in both the near and long-term.
Purpose-Driven Brands Just Got Hotter
With growing calls for environmental reform falling on the deaf ears of national government, it’s no surprise that conscious consumerism is on the rise. Brands can no longer rely on the strength of their messaging alone as consumers turn to brands operating with purpose and shared values.
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As part of an overarching brand eco-overhaul, LEGO upped the ante in tackling the plastic crisis by launching its first sustainable blocks made from sugarcane to much fanfare.
As part of an overarching brand eco-overhaul, LEGO upped the ante in tackling the plastic crisis by launching its first sustainable blocks made from sugarcane to much fanfare.
From more sustainable packaging and a commitment to use only recyclable materials in its textiles by 2020, the breadth of Ikea's built-in purpose enables the business to tell compelling stories in a way that builds genuine warmth, credibility and brand loyalty with consumers.
From more sustainable packaging and a commitment to use only recyclable materials in its textiles by 2020, the breadth of Ikea's built-in purpose enables the business to tell compelling stories in a way that builds genuine warmth, credibility and brand loyalty with consumers.
Lush continues to trailblaze by encouraging the exchange of empty packaging in store for free face masks and plans to remove all egg from its products in order to make them entirely vegan.
Lush continues to trailblaze by encouraging the exchange of empty packaging in store for free face masks and plans to remove all egg from its products in order to make them entirely vegan.
Building Community Builds Belonging
E-commerce may have connected us to the entire world via transactions, but an increasingly digital, modern lifestyle has created a hunger for authentic interactions. Brands that stand out and in turn, earn customer loyalty, are the ones tapping into the communal dynamic to give customers a sense of belonging.
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For Nike, it’s no longer about treating customers as buyers but more about curating a community for users to not only build stronger relationships but to collect that all-important data that provides the insight needed to design products and services that people will genuinely value and actually want.
For Nike, it’s no longer about treating customers as buyers but more about curating a community for users to not only build stronger relationships but to collect that all-important data that provides the insight needed to design products and services that people will genuinely value and actually want.
Airbnb empowers its hosts and guests to feel part of its movement by testing new ways to help its community members tell their stories. One pioneering feature is where guests become storytellers by creating video sequences of their travel experiences to post on the site.
Airbnb empowers its hosts and guests to feel part of its movement by testing new ways to help its community members tell their stories. One pioneering feature is where guests become storytellers by creating video sequences of their travel experiences to post on the site.
Xbox’s ambassadors’ program encourages community involvement both on and off console. Its biggest fans are empowered to make gaming fun for everyone and positive contributions to the community unlock exclusive rewards.
Xbox’s ambassadors’ program encourages community involvement both on and off console. Its biggest fans are empowered to make gaming fun for everyone and positive contributions to the community unlock exclusive rewards.
Partnering for Experience Excellence
Today a ‘do-it-alone’ approach is not the best strategy for growth. Many of this year’s top performing brands are broadening their relevance with strategic partnerships, turning to others in order to scale innovation and deliver on what their customers need now, and in the future.
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Samsung put an end to choppy gameplay when it partnered with Xbox to co-develop an exceptional level of gaming performance on the QLED TV.
Samsung put an end to choppy gameplay when it partnered with Xbox to co-develop an exceptional level of gaming performance on the QLED TV.
Google and Salesforce put in place a relationship to better unify cross-channel customer experiences for deeper insights, more accurate audience segmentation and better business outcomes
Google and Salesforce put in place a relationship to better unify cross-channel customer experiences for deeper insights, more accurate audience segmentation and better business outcomes
When Spotify launched a designated Disney Hub on its platform, the collaboration indicated how complementary services and brands can mutually drive consumers to each other’s products and services. Disney content driving users to engage with Spotify, and in turn, that engagement driving users to pursue additional experiences with Disney content.
When Spotify launched a designated Disney Hub on its platform, the collaboration indicated how complementary services and brands can mutually drive consumers to each other’s products and services. Disney content driving users to engage with Spotify, and in turn, that engagement driving users to pursue additional experiences with Disney content.
Access Trumps Ownership
Ownership continues to lose its value as many of the top-scoring brands in this year’s Index are those that offer cost-effective, convenient access to experiential products and services. As a result, we’re seeing many traditional brands shaking up their models.
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Mercedes-Benz and BMW are all set to take on the disruptors in their partnered attempt to adapt the changing way in which people move, working together to seamlessly integrate a single sustainable ecosystem of car-sharing, ride-hailing, parking and charging with an all-electric on-demand autonomous fleet of vehicles.
Mercedes-Benz and BMW are all set to take on the disruptors in their partnered attempt to adapt the changing way in which people move, working together to seamlessly integrate a single sustainable ecosystem of car-sharing, ride-hailing, parking and charging with an all-electric on-demand autonomous fleet of vehicles.
Netflix – the darling of experience over ownership – has taught us that internet access enables us to enjoy entertainment without the need to own or physically store anything, prompting more and more businesses to develop subscription services, as few buyers actually seek to ‘buy’ today.
Netflix – the darling of experience over ownership – has taught us that internet access enables us to enjoy entertainment without the need to own or physically store anything, prompting more and more businesses to develop subscription services, as few buyers actually seek to ‘buy’ today.
Given how strong its services growth has been, the latest big bet from Apple will be Apple TV Plus, a subscription service for its exclusive original shows and films.
Given how strong its services growth has been, the latest big bet from Apple will be Apple TV Plus, a subscription service for its exclusive original shows and films.
Relevance can be achieved through different avenues.
The brands at the top rise in the rankings because their leaders deploy a variety of relevance-building tactics at their disposal—pulling the levers in various combinations.
They have a commitment to being purpose-led, curating experiences that differentiate and rise above the rest and empowering their employees to play a key part in their marketing strategy. They focus on innovation and learn and execute based on data-rich insights. These insights create the ideas that drive growth in both the near and long-term.
Learn how you can drive growth by becoming a brand that is relentlessly relevant to consumers.
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