NEW YORK, July 16, 2020 /PRNewswire/ -- Interbrand –
the world's leading brand consultancy – today launched its 2020
Breakthrough Brands report, unveiling the 30 brands set to
revolutionize their markets.
From sleek, high-end digital home gyms (Mirror)
and alt-meat plant foods (Impossible Foods) to
bio-engineers (Ginkgo) and AI-driven lawyers
(Legalist), Interbrand predicts these challenger
brands have got what it takes to become household names.
This year's Breakthrough Brands cohort follows in the footsteps
of the likes of Deliveroo, Peloton and Glossier
(2016) and Slack, TaskRabbit, and Flipkart (2017)
tipped for success in Interbrand's two previous reports.
Since the first report in 2016, innovation has shifted from the
tech start-up epicenter of Silicon Valley and has moved away from
massive software and marketplace enterprises that simply connected
buyers to sellers via a digital platform.
There is also a significant shift in leadership – within the 30
Breakthrough Brands 27% have a CEO who is a person of color and 30%
have a CEO who is a woman, compared with only a 10% CEO
representation for either demographics in Fortune 500
companies.
Five themes of innovation emerge from the 2020 Breakthrough
Brands:
Powered by community: serving thriving subcultures
(StockX for sneakerheads) or nurturing community
through built-in interactive options like Mirror –
the sleek interactive home gym that looks like a mirror when not in
use.
Sustainable consumerism: tackling complex infrastructure
solutions for corporations that are too entrenched to reimagine
entire components of their business – such as Loop,
the recyclable and reusable packaging company.
Values as status symbols: catering for the shift from
overt consumption of expensive items to nonvisible, highly
expensive goods and services. Brands such as dosist –
the stylish cannabis vape and delivery company.
Digital first health: helping people control their
mental, emotional, and physical well-being outside the confines of
traditional healthcare – as seen with the wearable tech of the
Elvie breast pump or Maven, offering a
holistic approach to fertility, pregnancy and postpartum care.
Playful brands: Self-expression, creativity and
rule-breaking design and marketing are hallmarks of many of the 30
Breakthrough Brands. From alt-meat company Impossible
Foods through to millennial beauty brand Milk
Makeup.
Daniel Binns, CEO, Interbrand
New York, said: "We're delighted to celebrate the 30 brands
awarded Breakthrough status in North
America.
"These brands are at a critical point in their journey – the
stakes are high but the opportunities even greater. We're eager to
see how these brands adapt to today's challenges and the emerging
trends of tomorrow – turning just
surviving into wildly thriving."
Rachel Konrad, Chief
Communications Officer at Impossible
Foods, said: "Impossible Foods' unprecedented mission
is to eliminate the need for climate change-inducing animal
agriculture by making plant-based foods more delicious,
nutritious and convenient.
"Given the magnitude and urgency of the mission, Impossible
Foods' communications team doesn't merely promote the company's
products or brand; we are catalyzing a mainstream, mass-market
consumer movement to accelerate the inevitable switch to a
sustainable food system.
"No one has ever done this before—so we reject nearly all
aspects of the classical communications and marketing playbook.
It's hard work! And the recognition from no less than Interbrand
Breakthrough Brand is a tremendous recognition that this
unconventional approach is the right one for us."
Interbrand Breakthrough Brands report is compiled
via qualitative and quantitative research tools including social
listening and financial data analysis. Interbrand has selected the
30 companies that best exemplify brand growth from a list of over
200.
Brands were selected against three core criteria – the ability
to understand human truths (brands that meet and exceed the needs
and desires of customers), creating exceptional brand experiences
and delivering superior business results. Additionally, brands have
been evaluated on their perceived potential to adapt and emerge
from the COVID-19 crisis successfully.
The full report can be downloaded,
here: https://interbrand.com/breakthrough-brands-2020
Interbrand's Breakthrough Brands 2020
- A24: Indie studio darling
- Cadre: Digital stock market for alternative assets
- Canva: The Adobe disrupter
- Chime: Biggest digital bank
- Devoted: Individualized health plans
- Dosist: Innovative marijuana pen
- Elvie: Women's wellness for 21st Century
- Flexport: Logistics disruptor
- Ginkgo: Biology programmers
- Impossible Foods: Meat-alts for everyone
- Legalist: Tech-savvy small business advocate
- Loop: Sustainable circular service model
- Maven: Holistic care throughout every stage of the family
journey
- Milk Makeup: Gen Z's cult makeup brand
- Mirror: Sleek solution for at-home fitness
- MSCHF: Postmodernist hype art brand
- Neon: Risk-takers and tastemakers in film
- Oatly: Mainstreaming oat milk
- Rivian: True utility all-electric vehicles
- Seedlip: First distilled non-alcoholic spirit
- Snowflake: Cloud data superhero
- StockX: The sneaker stock market
- Teachers Pay Teachers: Teacher knowledge exchange
- Teladoc: Pioneering telemedicine services
- The Action Network: Digital-native sports betting
- The Citizenry: Home goods for the responsible global
citizens
- The Information: Exclusive Silicon Valley content
- The RealReal: Seamless, chic thrifting
- ThirdLove: Lingerie for every woman
- Turo: User-to-user car rentals
Notes to editors
The full Breakthrough Brands 2020 methodology is available
here.
About Interbrand
Interbrand has been the world's leading brand consultancy, for
over 40 years - having pioneered iconic work and forged many of the
brand building tools that are now commonplace.
We know that in an age of unprecedented abundance of choice and
speed of innovation, customers' expectations are moving faster than
businesses. While incremental change is still essential, it's no
longer sufficient. It takes bold moves to leap ahead of customers
and competitors. We call them Iconic Moves.
In collaboration with many of the world's leading brands, our
global team of thinkers and makers are pioneering the future of
brand building. By turning customers into active participants, we
help our clients strengthen their brands on an ongoing basis – our
approach gives them the confidence to make Iconic Moves that spark
desire and create utility, driving extraordinary results.
Interbrand is part of The Brand Consulting Group of Omnicom
Group Inc. (NYSE: OMC). For more information, please visit
www.interbrand.com.
Photo -
https://mma.prnewswire.com/media/1214375/30_Breakthrough_Brands.jpg
View original content to download
multimedia:http://www.prnewswire.com/news-releases/interbrand-launches-2020-breakthrough-brands-us-report-the-30-challenger-brands-set-to-disrupt-their-markets-301094327.html
SOURCE Interbrand