This year’s relevance rankings surprised us (as typically happens every year). Sure, Apple, Amazon and Netflix all held court in the top four, while Pinterest was new to the party this year, coming in at number four. Spotify, Samsung, Google and Nike all retained their spots in the top 10, while, making room for newcomer, KitchenAid. A third of the top 21 most relevant brands are owned by three companies– Google, Sony and Disney. Half of the top 20 brands didn’t even exist 20 years ago and 8 of the top 10 are inherently digital and experiential.
BRI 2018: What We Learned About the United States’ Most Relevant Brands
Brand & Activation,
September 13, 2018