Interbrand presenta Breakthrough Brands US, ovvero i 30 brand emergenti americani che rivoluzioneranno i rispettivi settori.
Lo studio individua anche 5 trend:
- Powered by community;
- Sustainable consumerism;
- Values as status symbols;
- Digital first health;
- Playful brands.
qui il comunicato in versione originle
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 reusable shopping platform from TerraCycle.
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.
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 Make-up: 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
Stock X : The sneaker stock market
Teachers Pay Teachers: Teacher knowledge exchange Teladco: Pioneering telemedicine services
Action Network: Digital-native sports betting
The Citizenry: Home goods for the responsible global citizens The Information: Exclusive Silicon Valley content
The Real Real: Seamless, chic thrifting Third Love: Lingerie for every woman Turo: User-to-user car rentals
The full report can be downloaded here