The world’s leading brand consultancy’s annual list looks at start-ups and early players in emerging markets like mobility tech, fintech, artificial intelligence (AI), future of work and more.
As the rules of business change constantly and no one model of success is dominant, it is particularly fascinating when a company breaks through the noise. But what are the qualities that allow for one start-up to succeed while so many others fail?
Interbrand’s second Breakthrough Brands report names 40 companies that represent the next generation of brands across a variety of new, emerging and evolving categories in business. The report complements Interbrand’s annual Best Global Brands report – the most prestigious ranking of the 100 most valuable brands globally – by putting a spotlight on emerging brands that are affecting change and embodying growth.
“There are moments throughout the life of your business when you enter a new stage of growth,” said Interbrand Global CEO Jez Frampton.
“For Breakthrough Brands, it’s realizing there’s a gap or a need in the marketplace and filling it. These brands are catalysts as they are not just setting new standards for others brands, they are breaking them.”
After analysing over 350 submissions from global influencers and open public submissions, 40 brands were selected as this year’s Breakthrough Brands based on criteria ranging across five factors – clarity, relevance, differentiation, presence and audience engagement. Interbrand then classified them into seven categories:
n“The working future”: An increased focus on individuals and what they need to be fulfilled within their careers and their lives. Here, brands like General Assembly, Rivigo, ULTRA Testing, Samasource and Slack are changing the way we think about work, outside and inside the office.
n“From lifehacking to better living”: Brands that remove obstacles and solve problems of our everyday lives, like Helix, TaskRabbit, Instacart, Thrive Global, Sea and Thalmic Labs. The good life is not about more, but better.
n“Not-so artificial intelligence”: Brands like 30SecondsToFly, ViSenze, Cylance, Clarifai and Nexar are leading this charge. By both creating and harnessing these new tools, they are going to dictate the future with this Breakthrough technology.
n“Meaningful Mobility”: It’s not about the journey or the destination, it’s about fundamentally changing the way we move people and things, with the aim of improving our environment, society and lives. Brands like Drivy, Unu, Ninja Van, ofo and Didi Chuxing combine convenience with sustainable solutions and a greener ethos.
n“Funding change”: The focus in finance is truly personal, as brands find Breakthrough ways to align with individuals’ values and empower people to take greater control of their financial futures. Fintechs like Robinhood, Ripio, Seedinvest, Lemonade, Square and Wealthsimple are fuelling a worldwide democratization of finance.
n“Experiences on demand”: Some brands make it easier to get what we want, others make it easier to find what we want, but all are helping us live an on-demand lifestyle, which is what brands like Farfetch, PS Dept, Clique Media Group, Flipkart, Glovo and MikMak look to do.
n“Health in your hands”: By leveraging tech innovation and pooling huge, previously unimaginable amounts of information, brands like Noom, dr.consulta, Flatiron Health, Babylon, Human Charger and Clue are improving the entire spectrum of care.
Criteria and methodology
To identify the Breakthrough Brands of 2017, Interbrand’s analysts and partners – including Facebook, NYSE and Ready Set Rocket – researched each nomination in detail to select the final brands using the criteria listed below and then identified the most relevant insights that these brands illustrate. The report is designed to be both a cross-section of future growth in the brand space and a curated collection of the most exciting new brands from around the world.
nAge: Is the brand 10 years or younger?
nChange: Is the brand driving change by responding to a unique marketplace need, generating a new experience for consumers, disrupting an industry, adopting a new business model or developing a new technology?
nGrowth: Is the brand demonstrating its ability to grow? Is it operating as a successful business? Is it stretching into new product or service categories? Is it stretching into new geographies? Is it attracting top talent?
nBuzz: Is the brand grabbing attention and gaining momentum?
nOriginality: Is the brand presenting a unique business model that challenges the traditional way of doing things?
Interbrand Breakthrough Brands website
To learn more about these insights and the 40 brands highlighted in the Interbrand Breakthrough Brands of 2017 report, please visit interbrand breakthroughbrands.com. A downloadable report is available.