Defining
Brand
Relevance

What makes a brand relevant?

Relevant brands find their way into people's hearts by continually doing what seems impossible. They adapt quickly to customers' changing needs and expectations. But they do so by remaining ever more true to themselves.

Our research finds that this exceptional achievement–a constant balance between evolution and authenticity–is no accident. Four undeniable forces drive these brands: they are customer obsessed, ruthlessly pragmatic, distinctively inspired and pervasively innovative.

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Brands We
Can't Imagine
Living Without

These companies know what matters to customers, finding new ways to meet their most important needs.

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By making cool, intuitive tech that also has a warm heart, Apple outperforms every other brand. Yes, it's indispensable. And it makes people happy.

Neither snow nor rain, political turmoil or a high-stakes election can shake people's love for the mail. Consumers can't imagine life without it and say it meets a critical need (as long as it's on time).

Amid constant competition, Netflix reigns as a pandemic pastime. From "The Queen's Gambit" to "The Tiger King," it’s become our perfect couch companion.

Brands We
Depend On

These are the brands that have our backs, making life easier by delivering consistent experiences. And they always make good on their promises.

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From its charming “My pleasure” send-offs to innovative menu items, Chick-fil-A serves up high-quality experiences, every single time.

Whether powering entry-level phones or high-end devices, Android keeps users connected– without hiccups. More than almost any brand, people say it makes life easier.

When health matters more than anything, trustworthiness takes on new meaning. Consumers say Mayo is ultra-dependable as a provider and public-health authority.

Brands That
Inspire Us

Modern, trustworthy and inspirational, these are the brands that have a larger purpose, helping people live out their own values and beliefs.

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Most financial brands gain relevance in a pandemic-rattled economy. Yet Vanguard soars on purpose, with a mission that deeply resonates.

In a time of uncertainty and family road trips, Honda's trustworthiness adds confidence to every mile, landing it in the Top Ten for the first time.

It's not just tech, even as the new PS5 keeps breaking sales records. Gamers love this brand for building bridges to a growing community.

Brands That Consistently Innovate

These companies never rest, always pushing for better products, services and experiences. They outperform competitors with new solutions for unmet needs.

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Even as the pandemic continues to test supply chains, Amazon explores new offers, products and convenience. People love–and reward–its constant ingenuity.

With at-home learning, physical play for kids (and their parents) becomes more precious. These beloved bricks spark the builder in all of us.

Music matters. So do products that masterfully shut out a noisy world. People adore Bose quality, and it ties with Apple for "better than its competitors."

Activating Relevance

For over 100 years, brands have been built a certain way. But the modern world demands something new. Prophet has played a pivotal role in shaping brand strategy – it’s our heritage and our future. With the launch of the BRI, we set out to learn more about relevance and ultimately answer the question, “What does it take to build a relentlessly relevant brand?”

Here’s our answer. Relentlessly relevant brands engage, surprise and connect. They push themselves to earn and re-earn customers’ loyalty—and they continually redefine what’s possible.

How can I make my brand more relevant?

  • Successful companies are constantly updating their brand strategy, architecting portfolios of relevant brands and ensuring brands are being activated and expressed through creativity and design.

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  • The most relevant companies focus on end-to-end experience strategies, innovating compelling unique customer touch points and designing leading-edge product and service innovations.

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  • To compete, organizations must shift their focus to digital selling and DTC strategies that enable targeted content and communications that leverage data and insights in pursuit of digital marketing excellence.

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  • Effective companies evaluate and align their purpose & values to improve their culture & employee engagement to refine their organizational design & operating model as well as a range of actions around talent and capabilities.

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