Omnicom Group branding agency Interbrand has launched a new annual report about what it calls breakthrough brands—young brands that are shaking things up in the marketplace, disrupting and that are likely to account for a huge portion of economic growth in the U.S. and elsewhere in the years ahead.
The new report, which can be downloaded here, was conducted with several project partners including Facebook, digital agency ReadySetRocket and the New York Stock Exchange.
“Startups, upstarts, challengers, problem-solvers, innovators, and category creators—these are the brands who are reshaping the market, and who embody a critical characteristic: Growth,” the introduction to the report states.
The report focuses on brands that are 10 years or younger. Other criteria:
-Is the brand driving change by responding to a unique marketplace need, generating a new experience for consumers, disrupting an industry, adopting a new business model or developing a new technology?
-Is the brand demonstrating its ability to grow? Is it operating as a successful business? Is it stretching into new product or service categories—or new geographies? Is it attracting top talent?
- Is the brand grabbing attention and gaining momentum?
Seenit. Glossier, VSCO, mymuesli, Rubicon Global, Sensorbox, Sweetgreen, Zady, M-Pesa and DuckDuckGo are just a few of the 60 firms highlighted in the inaugural report. Approximately 200 brands were nominated by a global network of key influencers—individuals chosen by the report’s producers because of their commitment to and interest in emerging brands, according to the agency.
“While it is certainly true that exciting startups abound, Interbrand and its partners have decided to put a spotlight on those organizations that have strong business models and strong brands,” stated Interbrand’s Global CEO, Jez Frampton. “From their earliest days, these Breakthrough Brands have been focused on managing their brands and delivering integrated experiences to their customers. We believe such efforts leave them well-poised to achieve significant growth in the months and years ahead.”