Google and Apple are world’s top two most inspiring brands, study finds

By our News Team | 2021

Researchers from ad agency Wunderman Thompson say their findings prove a strong correlation between inspiration and a brand’s growth.

International ad agency Wunderman Thompson has released its latest a ranking of the Top 100 Most Inspiring Brands in the World today. 

Now in its second year, the ‘Inspire Score’ is a tool which measures a brand’s inspiration status and, says the agency, “uncovers the brand attributes that fuel business growth through their ability to inspire people”.

Google, Apple, Samsung, Amazon and Nestlé are the top brands for 2021, with Wunderman explaining that this is “thanks to [the brands’] ability to connect people in new ways, inspire people to think differently and elevate people’s lives to be better”.

According to the agency, Google jumped to the top of the latest ranking as it continued to be relentlessly focused on simplifying the customer experience and changing what is possible when it comes to using the world’s information to help us better navigate in both the physical and digital worlds. 

“Google is followed by Apple, a brand that’s long been built on its emotive call to unlock your creative potential, and Samsung whose philosophy in many territories is a clear promise to open new possibilities.

Inspiring brands

Image by Andreas H. from Pixabay

Largest ongoing study into inspiration

“E-commerce giant, Amazon, is fourth on the list of Most Inspiring Brands, with their plans for growth spanning start-ups, supermarkets and Hollywood studios – followed by Nestlé, who are committed to unlocking the power of food to enhance the quality of life for all.”

The ‘Inspire Score: Top 100’ was first launched in 2020 as part of Wunderman Thompson’s global brand study, Inspiring Growth, which is claimed to be the world’s largest ongoing study into inspiration.

“Our research proves a strong correlation between inspiration and brand growth, which is why our annual list of the Top 100 Most Inspiring Brands is a powerful tool for large and small brands alike,” said Mel Edwards, the company’s Global CEO.

“It demonstrates the power of inspiration by helping brands understand people’s evolving preferences for the product, services and experiences they can design to spark their imagination and motivate change.”

Neil Dawson, Global Chief Strategy Officer, added: “Based on research into inspiration in the field of motivational psychology, we found that the most inspirational brands scored highly on three factors: Elevating (having a positive impact on society, improving people’s lives); Magnetic (make consumers feel like they’re making a popular, exciting choice); and Motivation (offer people a way to help accomplish their goals). 

“Together these inspiration factors drive growth. The top brands for 2021 – Google, Apple, Amazon, and Samsung – inspire people to think differently; proving brands have the power to ignite change and make the world a more inspiring place.”

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