Successful brands in our new normal
Relevant brands find their way into people's hearts by continually doing what seems impossible. They adapt quickly to customers' changing needs and expectations. But they do so by remaining ever more true to themselves.
01 Apple
Apple continually proves that it is far more than just a phone, a watch or earbuds. With Ted Lasso-like charm, it smoothly delivers millions of songs, games and workouts to draw us into its always-inspiring ecosystem.
02 Peloton
It pedaled into America's living rooms as a pandemic placeholder for gyms and fitness studios. Although it has muddled through business challenges, its most loyal subscribers crave this motivating community. It ranks first for pushing the status quo.
03 Spotify
It keeps its simple formula: More of what we want to hear and more ways to hear it. Even as it navigates controversy, its podcasts and playlists of any sub-sub-genre help it break its own records.
04 Bose
This brand’s promise welcomes noise cancellation. Their high-quality products offer listeners ever-more-satisfying ways to make that raucous reality fade away, easing our escape into music.
05 Android
Helmed by a bright green guy, this is the thinking person's operating system. Consumers love Android's value and getting maximum control with their beloved Google, Samsung, Motorola, Lenovo and LG devices.
RELENTLESS RELEVANCE
Hitting the consumer simultaneously in the head and heart, these brands combine functional performance with emotional resonance, providing a solution people count on to run their daily lives.
Why Relevance Matters
Some brands excel by speaking to people's hearts with the dazzling ability to inspire and connect. Others are practical allies, building relevance through their ability to solve problems, eliminate frustrations and make life easier. And some brands have achieved both. Intelligent and inspired, they're the names people want and need in their life.
Human-Centered Technology
Relevant brands are part of our identity, delivering practical solutions that feel like they're made just for us and get us. This year, each of the Top Five brands—Apple, Peloton, Spotify, Bose, and Android—run on tech that is always personalized. It connects us and makes us feel connected, human-to-human, without ever leaving our homes.
Problem-Solving Brands
Brands that appeal to the head are ruthlessly pragmatic, pervasively innovative, and take care of fundamental needs. They fuel our hunger for self-reliance and DIY confidence.
These customer-obsessed, distinctively inspired brands turn consumers into fans, loyalists, and collectors. Unexpectedly delightful and universally adored, these brands make us feel alive and special.
Brand’s That Ad Value Change Lives
Relevance encompasses all the elements required for a strong brand and healthy bottom line, including high demand, strong appeal, and products and services that add value to a customer's life. Through customer obsession, pervasive innovation, distinctive inspiration, and ruthless pragmatism, these brands make exceptional human connections with the head and hearts of modern consumers.