When it comes to measuring how strong a brand is, revenue does not always tell the whole story. Neither does having strong name recognition. While they are important, it doesn’t necessarily guarantee future success, especially in the face of ever-changing consumer expectations. What really matters is relevance and if your brand is important to people in their daily lives.

For the last four years, Prophet has studied what makes a brand relevant. Those special brands that consistently make smart, bold moves that amaze customers, push competitors out of consideration, and sometimes define entirely new categories and markets. And they do it while remaining unwaveringly authentic to who they are.

Read more in Business Insider.

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