Loved reading Prophet’s Brand Relevance Index study highlighting the top 50 brands in the US, many of which I personally hold in very high regard. You’ll notice a lot of the same players in other brand studies, the ones that typically dominate the headlines–Apple, Amazon, Nike, Southwest. There were a few surprises though … but I won’t ruin the fun. You’ll have to read through the study yourself.
The index comprised of 4 main principles and the top brands were stack ranked in each one:
- Customer Obsessed: Everything these brands invest in, create and bring to market is designed to meet important needs in people’s lives. These are the brands we can’t imagine living without (Netflix, Pixar, KitchenAid, Trader Joe’s.)
- Ruthlessly Pragmatic: 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. These are the brands we depend on (Keurig, Intuit’s Turbo Tax, Chick-fil-A, Kleenex.)
- Distinctively Inspired: These brands make emotional connections, earn trust and often exist to fulfill a larger purpose. These brands inspire us (Pinterest, Lego, Food Network, Nike.)
- Pervasively Innovative: 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. These are the innovative brands (Sony PlayStation, Dyson, Marvel, Google.)
They sliced and diced the data several different ways, but I found the category leaders to be most useful. See below.
I am a firm believer that the combination of primary research coupled with social/web/ and other data provides a complete picture when forming a hypothesis. Typically, social data will tell us the “what”, while primary research will tell us the “why.” I think it would be interesting to validate some of these findings using an additional data set. That just may be my next data science project. Read the study and enjoy.