Defining Brand Relevance

Relentlessly relevant brands consistently inspire us and move us to action. They make smart, bold moves that amaze customers, push competitors out of consideration, and – at times – define entirely new categories and markets. And they do it while remaining unwaveringly authentic to who they are.

Those companies that have built relentlessly relevant brands generally have four common characteristics:

Customer Obsessed

Brands We Can't Imagine Living Without

Everything these brands invest in, create and bring to market is designed to meet important needs in peoples' lives.

Netflix

The “Consider yourself hooked” people have made a science of knowing exactly when and why we fully commit to shows, from first kisses to murder and mayhem. Whether “Narcos,“ “Chelsea,“ or “Stranger Things,“ its content appeals to nearly every customer segment. And viewers all agree: Netflix is off the charts in dependability and delivering a consistent brand experience.

Taobao

As the most successful C2C website in China, Taobao (which means treasure hunt in Chinese) wins on both the sell and buy fronts. With a user-friendly interface and support system, Taobao allows anyone to become a business owner while bringing a huge variety of products to consumers. Whether it’s vinyl records, in-home karaoke systems, or sashimi, Taobao has it all. The brand also marks Alibaba’s third entry in our top 15 list, spotlighting Alibaba’s unmatched relevance as a trailblazer of interlinked digital-oriented services.

Amazon

A powerhouse of pragmatism, in the U.S., Amazon is No. 1 in every measure of usefulness and dependability, like “It makes my life easier,” “It delivers a consistent experience” and “It’s available whenever I need it.” Members not only love the ease of shopping with Prime, but Amazon also charms them with devices (Fire and Kindle), original programming (award-winning “Transparent“ and “Mozart in the Jungle“) and help around the house (Thanks, Alexa!).

Sephora

Sephora has won women over by making beauty shopping an interactive experience, and it’s outdone itself this year. It introduced Sephora Flash, tiny stores that bridge physical and digital shopping to deliver best-selling brands. Another hit has been a Tinder-esque “swipe it, shop it” approach on its app. No wonder revenues and market share continue to make double-digit gains.

Ruthlessly Pragmatic

Brands We Depend On

These brands make sure their products are available where and when customers need them, deliver consistent experiences and simply make life easier for their customers.

Google

Forget about futuristic experiments, like self-driving cars, virtual reality and even Google Glass. People love Google for its fierce pragmatism. Its tools have become essential to our everyday lives: Chrome, Gmail, Google Maps, Google Docs and, of course, search. It’s no wonder users in the U.S. rate it so high on “Makes my life easier.”

Alipay

It is no surprise that Alibaba’s payment platform takes the crown in China for brand relevance. From online purchases and grocery shopping to giving your friends no excuse but to pay you back (only a few taps to transfer funds on the app), Alipay has revolutionized the concept of digital money management. Owning the lion’s share of 70% of China’s mobile payment market in 2015, Alipay has 450 million active users (1.5 fold of the US population) and averages 175 million transactions daily. Impressively, Alipay dominates all four brand relevance pillars we measure. In particular, it leads second place WeChat by
10% for being "Distinctively Inspired.”

PayPal

PayPal is the gold standard for safe, efficient online payment, better liked than banks and preferred over Visa and MasterCard. The brand, which started as eBay’s payment system, now has a reputation for trust and safety that surpasses its parent. Consistency is the root of PayPal’s success, but there have been innovations too, including tentative moves into brick & mortar retail. Consistency is the root of PayPal’s success, but there have been innovations too. The company is making tentative moves into brick & mortar retail, which will be interesting to watch.

Amazon

A powerhouse of pragmatism, in the U.S., Amazon is No. 1 in every measure of usefulness and dependability, like “It makes my life easier,” “It delivers a consistent experience” and “It’s available whenever I need it.” Members not only love the ease of shopping with Prime, but Amazon also charms them with devices (Fire and Kindle), original programming (award-winning “Transparent“ and “Mozart in the Jungle“) and help around the house (Thanks, Alexa!).

Distinctively Inspired

Brands That Inspire Us

These brands make emotional connections, earn trust and often exist to fulfill a larger purpose.

John Lewis

Integrity and trust are as relevant today as they were back in 1864 when John Lewis first opened. But it keeps its place in our hearts with its capacity for innovation, including a slick online presence and an interactive Smart Home in its flagship Oxford Street store. Loyalists also love the generous and straightforward returns policy, as well as its ability to maintain a personal touch.

Marriott

Marriott has shown tremendous dedication to China with the acquisition of Starwood Hotels & Resorts, and aggressive plans to double its presence in the market. Marriott strategically woos Chinese travelers with AliPay-enabled payments and WeChat global concierge services. These perks allow it to lead their category in “Has better services and experiences than competitors.“ And the hotelier scores well among males and high-income groups, exemplifying how its strong brands, such as the Renaissance, are bringing in business travelers.

LEGO

The entire family loves LEGO. Moms and Dads appreciate its creative, educational qualities and the Danish brand works hard to retain its appeal to toddlers, teens and everyone in between. LEGO was also first in understanding the impact of digital to the world of toys, with products and communities that create a virtual identity, too. It’s an all-encompassing brand strategy, making a traditional toy continually relevant.

Pinterest

As the highest ranking social media platform on our list, Pinterest shines as an easy-to-navigate online playground. Not only does it score highest for digital presence, but it also ranks No. 1 in “Makes me feel inspired.” New action buttons help it earn the top spot in “Engages with me in new and creative ways.” It’s a favorite place to daydream --70 percent of wedding pinners aren't even engaged and we wonder how many of those pinned recipes are actually ever made!

Pervasively Innovative

Brands That Consistently Innovate

These brands don’t rest on their laurels. Even as industry leaders – they push the status quo, engage with customers in new and creative ways and find new ways to address unmet needs.

Playstation

Since its launch in 1994, PlayStation has focused on serious gamers, using the latest technology to give them experiences they love. Parent company Sony knows connectivity is the future and has built it into an ecosystem of multidimensional interaction and digital media delivery (including music, video and TV). Thanks to its history of technological superiority, PlayStation reigns as the developer’s favorite, which means cooler titles. And the new VR system? It’s been described as “the promised land.“

WeChat

In just five years since its inception, WeChat has revolutionized the way a messaging app works – integrating all parts of life onto a single unified platform. For its 700 million monthly active users, WeChat has become an omnipotent portal that addresses all sorts of daily needs, be it digital payments, e-commerce, B2C customer service, or even fundraising. 21% of its users access the app more than 50 times a day, while another 40% use it more than 10 times daily.

Apple

It would be easy to yawn, and say, “Another ranking with Apple on top? So what?” But what’s astonishing is that in the U.S., Apple comes up No. 1 in three out of the four pillars that drive relevance – even in a down year. It is still the gold standard for practical innovation, and as consumers add more and more devices to their Apple ecosystem (iPhone, iPad, Apple Watch, etc.), they become increasingly dedicated to the brand’s signature seamless experience.

Intel

Sales of PCs may be withering, but that hasn’t made a dent in consumers’ reverence for the “Intel Inside” promise. Intel now pledges to help consumers “Experience Amazing,” and delivers by powering offerings as diverse as voice-activated sunglasses, virtual reality on fashion runways and expanded security offerings. For consumers, Intel continues to stand for pragmatism, dependability and trustworthy tech.