We believe the strongest brands are the ones that are relentlessly relevant and making a difference in consumers' lives. We created the Prophet Brand Relevance Index® (BRI) to help companies measure brand relevance and understand how it can unlock growth. In fact, data reveals that the revenue growth of the most relevant brands have outperformed the S&P 500 average by 28% over the last decade.
Learn more about the BRI and the 2018 results in this slideshare or at https://www.prophet.com/ourfirm/relevantbrands/.
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2018 US Brand Relevance Index Overview
1. Proprietary and confidential. Do not distribute.
Introduction to the
2018 Prophet
Brand Relevance Index®
Key findings and observations
2. Prophet Proprietary and confidential. Do not distribute. 2
We believe that great brands
are relentlessly relevant
Relentlessly relevant brands consistently
inspire us and move us to action. They
make smart, bold moves that amaze
customers, push competitors out of
consideration, and – at times – define
entirely new categories and markets. And
they do it while remaining unwaveringly
authentic to who they are.
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So we decided it was time
to introduce an index based
exclusively on customer insight.
One that could help business
leaders and brand builders
create and sustain relentlessly
relevant brands.
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47,845Global consumers across 803
brands in 39 categories and the
results are in…
We surveyed
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CUSTOMER OBSESSED
Indispensable to how consumers
live and work, their needs and
desires
RUTHLESSLY PRAGMATIC
Makes experiences simple and easy, is
dependable, available, practical and
consistent
PERVASIVELY INNOVATIVE
Pushes the status quo, commercializes
novel solutions, engages in creative
ways of working
DISTINCTIVELY INSPIRED
Motivates higher achievement, has a
clear purpose, trustworthy values and
is authentic
The Four Principles of Brand Relevance
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Who is winning across
The Four Principles
Customer
Obsessed
Brands we
can’t
imagine
living
without
Ruthlessly
Pragmatic
Brands we
depend on
Distinctively
Inspired
Brands
that
inspire us
Pervasively
Innovative
Brands
that
consistentl
y innovate
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1 2 3 4 5 6 7 8 9 10
11 12 13 14 15 16 17 18 19 20
21 22 23 24 25 26 27 28 29 30
31 32 33 34 35 36 37 38 39 40
41 42 43 44 45 46 47 48 49 50
TheTop 50 Relevant Brands in the United States US
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TheTop 50 Relevant Brands in the United Kingdom
1 2 3 4 5 6 7 8 9 10
11 12 13 14 15 16 17 18 19 20
21 22 23 24 25 26 27 28 29 30
31 32 33 34 35 36 37 38 39 40
41 42 43 44 45 46 47 48 49 50
UK
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2.8 X
205 X
REVENUES PROFITS
NOTE: Based on financials for all publicly traded brands within the Top 50 in US 2017 BRI
Our study proves that brand relevance
drives growth
GROWTH FOR THE TOP 50
MOST RELEVANT U.S.
BRANDS VS S&P 500
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Categories: Consumer brands in ~30
categories that represent significant
proportions of household spend and/or
time
BRAND SELECTION
Respondents rated brands on 16
attributes that define brand relevance, on
a 1-7 scale
MEASURING RELEVANCE
47,845 consumers
US 12,694 UK 11,193
Germany 10,717 China
13,241
SAMPLE
Brand Relevance Index Methodology
Brands: ~75% selected on the basis of
revenue size/growth; 25% based on other
criteria such as disruption potential (e.g.,
FinTech) or momentum/buzz (e.g., pre-
IPOs)
800 unique brands
180 global :: 620 regional
Sample representative of general
populations in each country
(Tier 1, 2, 3 cities in China)
Respondents must be active in the
category and familiar with a brand to rate
it
Survey fielded June 2018
Each respondent rated 5 brands in total
To calculate relevance scores, (T2B% -
B2B%) was calculated for each of the 16
attributes. These numbers were then
mathematically averaged to determine
the score (each attribute 1/16)
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Making Moves – The Biggest Winners
+85
+79
+62
+60
+59
+56
+50
+50
+49
+48
US
Philips 113
Lyft 55
Glaceau 144
American Express 104
Discover 116
Airbnb 99
Kroger 62
Square 137
BlueCross BlueShield 101
Chevrolet 47
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Making Moves – The Biggest Losers
-102
-93
-87
-82
-72
-71
-65
-61
-58
-58
US
205 Facebook
153 Starbucks
197 Snapchat
210 Bosch
131 Instagram
212 Olive Garden
190 Old Spice
142 Panera Bread
243 Aflac
106 HBO
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Female MaleTop Brands
Among
Females
Top
Brands
Among
Males
1
2
3
4
5
1
2
3
4
5
Relevance Breakdown
by Segment:
Females and Males
16. Prophet Proprietary and confidential. Do not distribute. 16
Millennial Non-MillennialTop Brands
Among
Millennials
Top Brands
Among
Non-
Millennials
1
2
3
4
5
1
2
3
4
5
Relevance Breakdown
by Segment:
Millennial and
Non-Millennial
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Americans have always been
pragmatic – it is woven into
the fabric of our society
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American consumers continue to seek brands
that consistently meet their everyday needs...
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...While also gravitating towards brands that make
the complex seem insanely simple
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But winning on pragmatism is
no longer enough…
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2. BRANDS NOT “BORN
DIGITAL” CAN STILL
BE LOVED
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For example…
#8 #16
#31
#43
#10
#22
#32
#44
#11
#26
#38
#45
#14
#29
#41
#47
#15
#30
#42
#50
#24
#39#37
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Despite the proliferation of data, bits,
bytes and platforms, the brands that
truly connect with consumers are those
that innovate to broaden the role the
brand plays in their lives
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3. PLATFORMS MUST
EVOLVE FROM
PROVIDING UTILITY TO
SUPPORTING PASSIONS
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Traditional social media brands were among the
biggest fallers in the rankings this year
Consumers expect more from social
platforms – they want platforms to
fuel their passions
#3
72
102
87 #9
#35
28. Prophet Proprietary and confidential. Do not distribute. 28
Spotify is not just a music streaming service,
but a place to find solutions, share ideas and
discuss music with other people who love it
too
Nintendo Switch gives gamers the freedom to have
fun – wherever, whenever – transforming a home
console into a portable system to play with or
against others
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4. TRIBAL AFFILIATION
DRIVES RELEVANCE
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American consumers crave connection to
communities of individuals with shared interests
From a male dominated superhero brand to
“Marvel Rising,” telling stories with characters
who feel as varied as the people in the US -
from many different backgrounds and
perspectives
Pulling communities together, while curating for “someone just
like me”
From a sneaker brand to a brand that makes
compelling campaign statements in support of
fostering community and promoting diversity
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Research Partner:
Research Now SSI is the world’s leading global provider of
first-party consumer and professional data based on
extensive, proprietary market research panels. Around
this core asset of opted-in, managed data, the company
has built innovative data services and solutions that bring
the voice of the individual to the entire marketing spectrum,
from research to marketing to advertising. Research Now
SSI serves more than 5,800 market research agencies,
media and advertising agencies, consulting and
investment firms, and healthcare and corporate
customers in the Americas, Europe, and Asia-Pacific. For
more information about our range of data-driven offerings,
go to www.researchnow.com and
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Amanda Nizzere
Director of Marketing
Prophet
a_nizzere@prophet.com
Let’s talk.
We’d love to sit down and talk about how
you too can build a relentlessly relevant
brand.
Please contact us today:
Catherine Strotmeyer
Director of Business
Development Prophet
c_strotmeyer@prophet.com
Want to know more about Prophet or the
Prophet Brand Relevance Index�
? Please get
in touch with us at one of our offices below.
Notas do Editor
Amazon is unbeatable when it comes to availability and making consumers’ lives easier
2018 Examples:
New Alexa device compatibilities
Amazon Go store pilot
Alexa integration into Ford cars
TurboTax is a counter to Amazon. Whereas Amazon is pragmatic for daily needs, TurboTax enters our lives in an extreme moment of need. Tax season is highly emotional, and is one of the more complex challenges Americans face each year. TurboTax has created an experience to make it all simple and pain free...
Ranks #8 in the US on Ruthlessly Pragmatic
Ranks #4 in the US on “Makes my life easier”
Through innovation and offerings that match evolving consumer priorities, legacy brands have broken into the Top 50 and have successfully defended their Top 50 positions (Band-Aid, Tide, Folgers)
And this is what consumers expect from all brands, regardless of age or category. They want indispensable allies that respond to their needs, trustily deliver quality products and use technology as an enabler of connection and accessibility
Folgers – Amidst a craft coffee boom, Folgers maintains a spot in the Top 50 and far outperforms brands such as Green Mountain Coffee Roaster
2018 Examples:
2018 launch of 1850 by Folgers to expand into craft coffee, along with the changing taste of the coffee market
Launched Dunkin Donuts cold brew, larger canisters, and announced the upcoming launch of higher-end coffee
Traditional social media brands bottom out on being trustworthy and having a relatable purpose, leading them to fall outside the Top 50
Conversely, other brands that build community, such as Pinterest and Spotify, continue to climb in rank and relevance among consumers
These brands are not “network” focused platforms – they deemphasize social media elements, aiming to create a safe and happy place for inspiration, self-improvement, exploration and passion perusing
Pinterest – championing aesthetics and accessibility to broaden horizons
2018 Examples:
Commitment to inclusive design, making its product more accessible to everyone – including those with a range of visual impairments
New Voice Over technology reads components on the screen, focus indicators around active menus/buttons, heightened contrast across the entire app for improved legibility and simplified design to make Pinterest easier to use without a mousepad
“Blind People want new recipes, cool haircuts, and ideas too”
Consistently launches innovations at the cutting edge of image recognition, such as Pinterest Lens, which lets people seek inspiration from objects in their surroundings using smartphone cameras for visual search
Nintendo Switch - Freedom to have fun. Wherever. Whenever. Nintendo Switch is designed to go wherever you do, transforming from home console to portable system in a snap. So you get more time to play the games you love, however you like. Use two Joy‑Con™ controllers to play face-to-face, or jump online for a 4v4 match. The more, the merrier. Play together in Tabletop mode (Flip the stand to share the screen, then share the fun with a multiplayer game)
Brands that can pull communities together, while still providing highly personalized products and services, are extremely relevant today
It is becoming more important for products, services and experiences to strike a balance between being “just for me” and connecting users to others with similar passions, interests, skills and goals
Marvel – Marvel is no longer a male dominated, superhero brand. In 2018 the brand launched “Marvel Rising,” as a new segment to inspire young women and include females in the brand legacy.
2018 Examples:
Launch of “Marvel Rising” as brand that they will use as an umbrella for its women’s empowerment movement
Began a digital short series, with shows and evolved to include a book series, YouTube channel and live events
Nike -- Nike is no longer just about athletic performance. In 2018 the brand has made compelling statements in support towards an encompassing campaign that is both about fostering community and promoting diversity.
2018 Examples:
“Dream Crazy” campaign focuses on using athletes as a the driver for change.
The campaign focuses on well-known inspirational athletes as well as “non-traditional” athletes (vegan weightlifters, wheelchair athletes, cancer survivors) and controversial athletes (Colin Kaepernick) who make bold political statements.
The campaign features people from across various ethnic backgrounds, medical conditions, and ages, and genders – all unified under the mindset to chase your dreams, no matter how crazy