INSPIRING BRANDS

Global tech brands are still the most inspirational, study finds

By our News Team | 2022

Google leads, along with the likes of Apple, when it comes to brands that inspire. But auto and social media companies are on the up.

Google, Apple, Samsung and Amazon are the most inspiring brands in the world, according to Wunderman Thompson’s recently released. ‘Inspire Score: Top 100 2022’. But while the tech giants are consistently at the top of the pack, 30% of the 2022 Top 100 brands are new entrants to the listing

Wunderman is a New York-based global marketing communications agency with 200 offices in 90 markets. The Inspire Score, now in its third year, is a proprietary diagnostic tool which measures a brand’s inspiration status.

Inspiring brands

Photo by Cottonbro Studio from Pexels

According to a media statement released by the agency, the score “uncovers the brand attributes that fuel business growth through their ability to inspire people”.

“With brand growth becoming increasingly contested, this becomes a competitive advantage as we can see which brands can grow their market share more quickly and charge a price premium,” said Parusha Partab, Group Strategy Director at Wunderman Thompson South Africa.

Other key insights from the study include: 

  • There have been strong gains for mobility brands such as Tesla and Uber as the world has opened up again post-Covid, with a large number of automotive brands also featuring in the Top 100
  • Social media brands have also seen gains, showcasing their role in animating people’s lives and social interactions – physical as well as virtual. The inspiring power of brands such as Instagram and WhatsApp also continue to grow, with TikTok making the Top 100 for the first time this year
  • Streaming brands continue to inspire, too. Netflix is now in the Top 20, and Disney+ is a new entrant in the Top 100 – out-inspiring even its master brand
  •  Impulse brands have done well, perhaps because life is becoming a bit more spontaneous again – and beer, spirits and treats have all risen.

Mel Edwards, Global Chief Executive Officer at Wunderman Thompson, said: “We have again proven that there is a strong correlation between inspiration and brand growth …the brands at the top of our list have shifted with the zeitgeist and placed themselves at the centre of people’s lives, perfectly positioning themselves to take advantage of inspiration as a powerful lever for growth.”  

Added Neil Dawson, Global Chief Strategy Officer: “This year’s Inspire Score has taught us that a brand’s inspiration status – and so propensity to grow – is highly dynamic. As the focus of people’s lives change, so may the things that inspire them. 

“Google, Apple, Samsung and Amazon have once again scored highly given their ability to elevate consumers, make them feel like they’re making a popular [and] exciting choice, and motivate them to accomplish their goals.”

‘Inspiring Growth’ is claimed to be the world’s largest ongoing research project into inspiration. It explores why brands need to be inspirational, how inspiration drives growth and what brands can do to inspire their customers.

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