Researchers Interbrand have announced 2017’s “Breakthrough Brands“, 40 next-generation, disruptive brands which they say “define progress and the potential to grow”.
Jez Frampton, Interbrand’s Global CEO, said “There are moments throughout the life of your business when you enter a new stage of growth. 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 other brands, they’re breaking them.”
Interbrand analysed more than 350 submissions from global influencers and open public submissions, selecting 40 brands as front-runners.
The 2017 Report divides the Breakthrough Brands into seven key insights:
- The working future: An increased focus on individuals and what they need to be fulfilled within their careers and their lives especially as they become increasingly intertwined, such as Slack and General Assembly.
- From lifehacking to better living: Brands that are looking to improve our lives by removing concerns, obstacles, and unnecessary interactions. The good life is not about more, but better; Thrive Global and Sea for example.
- Not so artificial intelligence: Brands that are leading this charge – by both creating and harnessing these new tools – are going to dictate the future with this breakthrough technology; like Face++ and Clarifai.
- Meaningful mobility: It’s not about the journey or the destination, it’s about fundamentally changing how we move people and things, with the aim of improving our environment, society, and lives through brands like Didi and Ofo.
- 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 with brands like Square and Wealthsimple.
- 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 MikMak and Flipkart look to do.
- Health in your hands: By leveraging tech innovation and pooling huge, previously unmanageable amounts of information, these new brands are improving the entire spectrum of care like Babylon and HumanCharger.
Interbrand selected the featured brands on the basis of:
- Age (10 years or younger).
- Change (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?)
- Growth: Is the brand demonstrating its ability to grow? Is it operating as a successful business? Is it stretching into new product or service categories—or new geographies? Is it attracting top talent?
- Buzz: Is the brand grabbing attention and gaining momentum?
- Originality: Is the brand presenting a unique business model that challenges the traditional way of doing things?
Interbrand’s full report can be downloaded here.