Today’s consumers are experts at ignoring the tens of thousands of brands that don’t interest them. But for their favorites, they’re loyalty knows no bounds. These brand favorites earn and re-earn loyalty by doing something others don’t: They continuously find new ways to connect, engage and inspire their customers.

What makes these rare brands—brand stalwarts like Apple, to emerging favorites like Spotify—stand out from their competition? They are what we at Prophet like to call relentlessly relevant.

At Prophet, we believe that relevance is the most reliable indicator of a brand’s long-term success. We created our Brand Relevance Index to help business and brand leaders measure the relevance of their brands, and offer them ways to improve. Four key principles of relentlessly relevant brands were identified. The brands that ranked highest for each principle in our Index are highlighted in this graphic:



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