Apple, Peloton, Spotify Top Prophet Brand Relevance
NEW YORK, Feb. 24 2022 (GLOBE NEWSWIRE) — More choice, more access, more control — this year’s most relevant brands are enabling consumers to have personalized experiences and connect with people from the comfort and safety of their home. Prophet, the global consultancy, has announced the results of its seventh Prophet Brand Relevance Index® (BRI), a ranking of the most relevant brands based on consumer feedback.
The top 10 most relevant brands of 2022 are:
|1. Apple||6. Instant Pot|
|2. Platoon||7. Playstation|
|5.Android||10. United States of America|
Brand relevance correlates with growth and value for investors. While the BRI’s most relevant brands make up 1% of S&P 500 constituents, they make up 10% of the index’s $17 trillion value. The BRI Top 50 brands are experiencing 133% higher revenue growth than other S&P 500 companies.
After two years in pandemic mode, enabling consumers to engage with others even when isolated is a high priority, according to the BIS. The biggest brands – Apple, Peloton, Spotify, Bose, Android – are powered by technology, can be personalized and help people connect as humans without leaving home. They offer people the opportunity to be part of communities with passionate people who have common interests, whether it’s swapping their favorite Instant Pot recipes, playing PlayStation with other players or competing against friends to see who can track the most steps on their Fitbit.
Brands that enable self-improvement and well-being also performed well in the rankings. Calm made a huge debut, ranking 15and in this year’s BRI. TED, the popular keynote series bringing education and life lessons in an easy-to-digest form, ranked 9and on the list and Teladoc Health, enabling users to stay on top of their health, entered the top 25.
“Whether it’s a wearable health tracker offering customers personalized workout challenges and goals or a streaming service allowing users to create the perfect playlist, brands that empower consumers to decide how and when they engage win across the board,” said partner Marisa Mulvihill. and Head of Brand and Activation at Prophet. “Even as the pandemic wanes, preferences for user-driven engagement aren’t going away. To stay relevant to consumers, brands will need to think about how they can put their customers in the driver’s seat and deliver personalized experiences. and personalized.
Prophet surveyed over 13,500 people on over 293 brands in 27 categories. The BRI ranks brands based on their relentless relevance to consumers. This year, a new pattern of relevance has emerged: brands are succeeding in our new normal by connecting with us as humans, appealing to the head and the heart. The brands that primarily appeal to our heads are problem solvers. These ruthlessly pragmatic and extremely innovative brands fuel today’s need for autonomy and self-confidence. While brands that speak to the heart are customer-obsessed and distinctively inspired, turning consumers into fans, loyalists and collectors.
Emerging from homes in the world
For the second consecutive year, the top 25 brands strongly represent one aspect of living at home. From Amazon to Costco, Instant Pot to Dyson, LEGO to Marvel, all can be considered supporting actors in the pandemic reality where the household is at the center of everyone’s world.
But there are signs that consumers are ready to come out of hibernation. Sephora (32) and Ulta (53) gained relevance over the previous year. Planet Fitness (26) and Crossfit (48) were both ranked in the top 50, indicating a desire to return to in-person exercise experiences. Hotel brand Hilton (58) climbed the rankings and Ritz Carlton (81) made an impressive debut on the list, signaling that people are ready to see the world again.
How to become essential in people’s daily life
Big brands that consumers can’t imagine living without are endlessly relevant. They are equal parts head and heart – solving everyday problems while making consumers feel pleasure and joy.
Scott Davis, Chief Growth Officer of Prophet, added, “People are constantly changing, which means relevance is a moving target. Our index includes favorites and underdogs, as these companies have been able to read cultural phenomena like DIY, self-help, and pandemic burnout, and respond to these trends with their products and services.
The most relevant brands deliver unmissable service while delivering unforgettable experiences that make us feel alive.
About the Prophet
Prophet is a consulting firm that helps clients drive extraordinary growth by developing new business models, reimagining brands and experiences, driving customer demand and engagement, and empowering people to transform their organizations. The largest private company of its kind, Prophet brings a unique blend of creativity and strategy to identify pathways to purposeful, transformative and sustainable growth.
Based in San Francisco, with 14 global offices and more than 500 strategists, data analysts, marketers, digital and creative experts, Prophet has worked with the world’s most successful companies including AXA, CVS Health, The Home Depot, Samsung, T-Mobile, and UBS partner with them from ideation to market execution. Prophet.com