Insights
When we looked at the highest performers, we observed that there are four ways they’re continually reinventing themselves.
Innovation that inspires creativity and imagination
In a market that is constantly evolving, some brands’ road to relevance comes through inspiring consumers’ creativity and imagination. Brands like Pinterest and LEGO are inspiring us with cutting-edge product innovations.
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Once dismissed as only being for niche activities such as weddings and decor, Pinterest now ranks among the top brands overall across gender, income levels and age brackets. It consistently features cutting-edge innovations such as its dynamic, AI-driven feed and Pinterest Lens.
Once dismissed as only being for niche activities such as weddings and decor, Pinterest now ranks among the top brands overall across gender, income levels and age brackets. It consistently features cutting-edge innovations such as its dynamic, AI-driven feed and Pinterest Lens.
The brand has created a strong video game and movie franchise with content that appeals to all ages. It has embraced social media and apps to foster a sense of community online, by encouraging users to share LEGO creations online. These extensions allow LEGO to tap into user trends, further fueling the inspiration engine.
The brand has created a strong video game and movie franchise with content that appeals to all ages. It has embraced social media and apps to foster a sense of community online, by encouraging users to share LEGO creations online. These extensions allow LEGO to tap into user trends, further fueling the inspiration engine.
Exchanging consumer data for dependable experiences
Within our smart and connected landscape, two domains stand out as sacred – the home and the wallet. Despite the additional hurdles in today’s market, brands such as Samsung and PayPal are earning trust by demonstrating to consumers how data sharing drives excellent, dependable experiences.
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Samsung continues to push into the aspirational home sphere, weaving more intelligence and technology into their appliances to bring meaningful and unique experiences to all households. Samsung leads its category in fostering a sense of trust among consumers who see the brand as pragmatic and inspirational.
Samsung continues to push into the aspirational home sphere, weaving more intelligence and technology into their appliances to bring meaningful and unique experiences to all households. Samsung leads its category in fostering a sense of trust among consumers who see the brand as pragmatic and inspirational.
Through strategic acquisitions and investments, PayPal is enhancing its breadth of services, showing the brand’s commitment to be a comprehensive digital payment platform. This pragmatic focus to be available when and where consumers need it has driven consumers to turn to PayPal for transactions small and large.
Through strategic acquisitions and investments, PayPal is enhancing its breadth of services, showing the brand’s commitment to be a comprehensive digital payment platform. This pragmatic focus to be available when and where consumers need it has driven consumers to turn to PayPal for transactions small and large.
Breaking through in an ‘always-on’ world
Consumer expectations of brands continue to evolve: they must be contextually relevant, personalized, adapt to their circumstances and be available when and where they want them. Companies that recognize the powerful combination of brand and customer experience are better able to rise above challenges, when necessary.
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Amidst the backlash from reports of unsafe driving, discrimination and more, Ridesharing brands refocused their efforts on the customer experience, offering services and creating experiences that have become essential in the lives of consumers, meeting important needs and making life easier.
Amidst the backlash from reports of unsafe driving, discrimination and more, Ridesharing brands refocused their efforts on the customer experience, offering services and creating experiences that have become essential in the lives of consumers, meeting important needs and making life easier.
Chipotle fell from #181 in 2016 to #214 in 2018 due to an inability to recover from the food safety challenges and negative media that have plagued the brand. When brands struggle to re-ground themselves in the CX and meet under-served needs, a negative news story is only the beginning of challenges to come.
Chipotle fell from #181 in 2016 to #214 in 2018 due to an inability to recover from the food safety challenges and negative media that have plagued the brand. When brands struggle to re-ground themselves in the CX and meet under-served needs, a negative news story is only the beginning of challenges to come.
Driving platform equity
Consumers love to engage with products and experiences that feel built especially for them. And thanks to technology, we can have our personalized experiences, yet still be connected to others. Many brands that are the most relevant today walk the fine line between creating products and experiences that are custom and targeted, yet inclusive and connective.
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Fitbit taps into strong support networks as a proven motivator. Fitbit continues to innovate and invest in app capabilities such as ’Community,' which makes it easier to engage with friends and meet new, like-minded people through topic-specific groups, all to increase support, motivation and accountability.
Fitbit taps into strong support networks as a proven motivator. Fitbit continues to innovate and invest in app capabilities such as ’Community,' which makes it easier to engage with friends and meet new, like-minded people through topic-specific groups, all to increase support, motivation and accountability.
Etsy unites 2M sellers with nearly 35M active buyers from nearly every country in the world, allowing people to turn passions into businesses and providing the platform and infrastructure to conduct transactions, offer support and broaden scale.
Etsy unites 2M sellers with nearly 35M active buyers from nearly every country in the world, allowing people to turn passions into businesses and providing the platform and infrastructure to conduct transactions, offer support and broaden scale.
THE BIGGEST MOVERS
FROM 2017 TO 2018
HOW CAN YOU DRIVE GROWTH AND BECOME RELENTLESSLY RELEVANT?
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