6. Buy fromWork for
FutureBrand 7
Competitive advantage
0%
10%
20%
30%
40%
50%
60%
I would like to work for this company
26% average
0%
10%
20%
30%
40%
50%
60%
I would buy from this company
33% average
&
11. FutureBrand 12
Global top 100 companies by market capitalisation
Com pany name Location Industry Rank +/- 31 March 2018 31 March 2009
Rank Market Cap ($bn) Rank Market Cap ($bn)
Apple United States Technology 3 2 1 851 3 3 9 4
Alphabet United States Technology 2 0 2 719 2 2 1 10
Microsoft United States Technology 3 3 7 03 6 1 63
Amazon.com United States Consumer Services - 4 7 01 N/A 3 1
Tencent China Technology 7 5 4 96 N/A 1 3
BerkshireHathaway United States Financials 6 6 4 92 1 2 1 34
Alibaba China Consumer Services - 7 4 70 N/A -
Facebook United States Technology - 8 4 64 N/A -
JPMorgan Chase United States Financials 1 9 9 3 75 2 8 1 00
Johnson & Johnson United States Health Care -2 1 0 3 44 8 1 45
ICBC China Financials -7 1 1 3 36 4 1 88
Exxon Mobil United States Oil & Gas -1 1 1 2 3 16 1 3 37
Bank of America United States Financials 7 4 1 3 3 07 87 4 4
SamsungElectronics Sou th Korea Consumer Goods 3 9 1 4 2 98 5 3 6 1
Roy al Du tch Shell United Kingdom Oil & Gas -6 1 5 2 63 9 1 39
Walmart United States Consumer Services -1 3 1 6 2 64 3 2 04
ChinaConstruction Bank China Financials -4 17 2 59 1 3 1 33
Wells Fargo United States Financials 3 7 1 8 2 56 5 5 6 0
Nestle Sw itzerland Consumer Goods -4 1 9 2 46 1 5 1 29
V isa United States Financials 5 8 2 0 2 46 7 8 4 2
Source: Bloomberg and PwC analysis
12. FutureBrand 13
Market capitalisation grew by 15%
Nearly 40% of that growth
driven by Chinese companies
Technology still #1 sector,
capturing 34% of value
Global top 100 companies by market capitalisation
13. 3,000 global QualiQuant
‘informed opinion’ interviews
Type of relationship/feelings
about the company
Purpose attributes
Experience attributes
Where it is today/in 3 year’s time
Would you like to work for/
buy from this company
Future potential
FutureBrand 14
Our methodology
14. ExperiencePurpose
FutureBrand 15
&
Build a strong
emotional connection
Redefine the category
Make people’s lives better
Deliver sustainable
business value
Have a compelling
vision for the future
Create engaging
experiences at
every touchpoint.
16. FutureBrand 17
‘Future brands’ are not defined by
age, sector, tech, or data savviness
– but by their ability to consistently
align experience with purpose.
26. Consumer Goods and Services have
confounded the old dogs/new tricks
analogy this year with the resilient
performance of a number of long-
established, pre-millennium companies
over the last five years. The winners here
appear to not just have strong principles,
but are prepared to invest in them by
reinventing and innovating their brand
experience. We see that there is a clear
split between those that are successfully
aligning brand experience with corporate
purpose, and those that are not yet
connecting the dots and appear more
opaque in consumer minds.
Walking the talk
Consumer
&
Goods
Services
40% of top 25 brands
Old dogs,
new tricks!
Newer brands
are mainly
services-oriented
FutureBrand 27
27. Media
Entertainment
&
Emotion is the difference
FutureBrand 28
Entertainment brands
have with consumers.
Distant Indifferent Close Admiration Passionate
Index
Average
Sector
Average
Netflix Walt Disney Naspers Comcast
14%
20%
22%
25%
23%
36%
27%
15%
25%
12%15%
18%
14%
23%
37%
24%
18%
13%
30%
23%
11%
16%
9%
19%
8%
22%
8%
19%
34%
18%
All listed Entertainment brands
43
28. Technology The impact tech has on our lives as
consumers is pervasive and undeniable.
While there is no doubt that a number
of these companies will play a big part
in shaping the future, quite how has
become increasingly unclear with few
being perceived to be moving ahead in
three years’ time. Cross-sector declines
in 2018 indicate a longer-term trend
that while technology brings change and
new experience, the point and purpose
behind this change is sometimes less
apparent. This is in stark contrast to
their tech ‘cousins’ in the burgeoning
Healthcare space.
The future’s not set
Nearly every technology
company has fallen
…but half are perceived as
‘companies of the future’
Are tech brands suffering
a crisis in confidence?
(unlike the healthcare sector)
FutureBrand 29
30. Financial Ten years on from the economic
crash, the Financial Services sector is
grappling with a new set of challenges
- most notably around data and
the rise of artificial intelligence.
While some brands are adapting and
evolving, a number of others seem to
be struggling in this Brave New World.
The ability to create relevant and
meaningful human experiences could
be the key to future success and
indeed, survival.
Disrupted all over again
Services
More brands from the
financial services sector
on the Index than any
other sector
Rise of data, AI…and more
Relevant and meaningful
human experiences more
important than ever
Payments is key, China
is leading the way
FutureBrand 31
32. Industrials,
&
Manufacturing
Telcos
This broad sector of mighty monoliths
is an exciting one. Far from being left
behind, these companies epitomize the
fightback of the long-established brands
and are starting to receive deserved
credit for reimagining and recasting their
role, purpose and experience in order
to stay relevant. These companies have
worked hard to move beyond their original
raison d’êtres and have embraced the 21st
century with both hands. The next step is
to rebuild and deliver genuine emotional
connection with all stakeholders across
the value chain.
Reinventing relevance
… rebuild and
deliver genuine
emotional connection
with all stakeholders
across the value chain
FutureBrand 33
Sector Snapshot Industrials, Manufacturing
and Telcos
To what extent is each
industry building an emotional
connection with customers
and other stakeholders?
Distant Indifferent Close Admiration PassionateDistant Indifferent Close Admiration Passionate
IndustrialsBasic materials
14%
30%
20%
22%
14%
22%
12%
17%
35%
12%
26%
17%
20%
30%
8%
19%
16%
21%
30%
14%
23%
15%
10%
36%
16%
2
1
3
2
14%
30%
16%
27%
13%
13%
33%
16%
27%
11%
14%
30%
20%
22%
14%
12%
35%
16%
26%
10%
Index
Average
Sector
Average
BHP Dow Du Pont Index
Average
Sector
Average
GE Accenture Boeing S
86