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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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.