Once again, the world of brands did not disappoint in 2017. From old stalwarts that made a comeback—hello Best Buy—to brands that refuse to die – looking at you, JC Penney. Old timers like Ford and Coke came back strong while newcomers like Square and Slack tried to find their next story, and repeat offenders like Wells Fargo just couldn’t stay out of the news. While Elon Musk continued to reimagine the world, Houston became a brand to be reckoned with, and a few “small upstarts” called Alibaba and Tencent officially became part of the global narrative.

Check out the brand winners and losers of 2017 from Scott Davis here.