Prophet's Brand Relevance Index US 2017 - PowerPoint PPT Presentation

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  1. INAUGURAL 2016 2017 CN DE UK US PROPHET BRAND RELEVANCE INDEX™ 2017 At Prophet, we believe that the strongest brands are the ones that are relentlessly relevant and making a difference in consumers’ lives. Our annual Index ranks the Top 50 brands that consumers simply can’t live without. “By speaking directly with consumers, we’re able to determine which brands are truly indispensable to people’s lives and how forces like technology are changing consumer behaviors. Business leaders and brand builders can use our Index to identify both areas of strength and ways to improve the relevance of their brands.” JESSE PUREWAL, ASSOCIATE PARTNER WE SURVEYED 13,500 CONSUMERS ACROSS 275 BRANDS IN 27 CATEGORIES AND THE RESULTS ARE IN... US 11 12 13 14 15 16 5 17 18 19 3 1 21 22 20 9 6 4 10 23 24 25 2 8 7 SEE THE TOP 50 FUN FACT Amazon is a complete outlier from the rest of the retail category. Amazon’s relentless relevance helps the retail industry score in the top 5 across all relevance principles. INDUSTRY LEADERS Electronics and Gaming Airlines Apparel (Casual) Apparel (Sports) Automotive Beverages Consumer Electronics Durable Goods Financial Data Services Food Consumer Products Freight Grocery and Drug Stores Healthcare Facilities Hospitality Household & Personal Media P&C Insurance Rental Car Restaurants Retail Retail Banking & Investments Ride Sharing Social Media & Internet Services Technology Endpoints & Software Telecommunications Toys & Sporting Goods Over ½ of all brands in top 50 fall into media, tech, electronics/gaming and social media & internet services 64% WINNING ACROSS THE 4 PRINCIPLES OF BRAND RELEVANCE CUSTOMER OBSESSED RUTHLESSLY PRAGMATIC DISTINCTIVELY INSPIRED PERVASIVELY INNOVATIVE Top brands “We’re humbled that so many people have made Pinterest a part of their lives and made our brand relevant. We remain committed to helping them discover what they love and do those things in their real life.” BARRY SCHNITT, SENIOR VICE PRESIDENT, MARKETING AND COMMUNICATIONS AT PINTEREST BIGGEST MOVERS 2016 TO 2017 -80 +120 #93 Uber +118 #155 Airbnb +113 #153 Lexus +105 #126 USAA +102 #154 Tesla +95 #175 Discover +80 #235 Farmers +79 #165 BMW +77 #121 Fidelity +76 #60 Starbucks +75 #99 L’Oreal -72 #174 Snickers -69 #74 Sephora -61 #255 Pepsi -59 #123 Mattel -57 #168 Skype -54 #151 Kashi -48 #194 Macy’s -48 #170 Kohl’s -47 #136 Quaker -45 “Our unwavering purpose and brand accessibility have been key to our relevance and success in helping millions of people across the globe get healthier.” TIM ROSA, CMO AT FITBIT TOP 5 BY GENDER MALE FEMALE APPLE GOOGLE AMAZON APPLE PLAYSTATION AMAZON NETFLIX SPOTIFY YOUTUBE NETFLIX TOP 5 BY AGE MILLENNIAL NON-MILLENNIAL NETFLIX APPLE GOOGLE ANDROID AMAZON AMAZON APPLE PINTEREST SPOTIFY GOOGLE #TBT In a world that is constantly changing and evolving, our Index shows brands that can connect consumers back to simpler times and evoke nostalgia are more relevant: Fisher Price, Disney, KitchenAid and BAND-AID are all in the top 50. Social media brands continue to struggle: Sharing economy brands continue to grow: Beauty brands are losing relevance: Digital gaming is on the rise: Pinterest is in the top 10 Uber jumped 118 spots L’Oréal dropped 72 spots More gaming brands in the top 50 than financial services, airlines, restaurants and auto brands combined. Airbnb jumped 113 Sephora dropped 61 spots Other brands like Facebook and Instagram aren’t in the top 50 “It’s clear that in order to be successful, brands need more than size and ubiquity. They must create a product that people love enough to integrate into their everyday lives. The brands that inspire this level of loyalty will ultimately grow the fastest because they are relevant in the moments that matter most to consumers.” When it comes to brands, red states and blue states are more alike than different. PlayStation and NPR performed better in blue states versus red, but otherwise the results were very similar. SCOTT DAVIS, CHIEF GROWTH OFFICER Work with Prophet on strategies to make your brand more relevant Help me get ranked #ProphetBRI