Brand Relevance Index 2022
TheMostRelevantBrandsof2022 02TableofContentsProphetBrandRelevanceIndex�prophet.com/relevantbrands-2022 Contents 03Preface 04Introduction 05Relevance 13Insights 19Top10Brands 32Methodology 35ContactUs 03Preface ProphetBrandRelevanceIndex� prophet.com/relevantbrands-2022 Relevanceis aMovingTarget TheseventhannualProphet BrandRelevanceIndex®proveshowquicklybrandscangainandlosefavor—andhowconsumerscanexperiencetheminentirelynewways. Aswesiftedthroughourresearchthisyear,anewpatternofrelevanceemerged:thetopbrandsarefindingsuccessinthe“newnormal”byconnectingwithusashumans.Someappealmoredirectlytotheheadbyhelpingussolveproblems.Othersspeakmoretotheheart,brighteningourdaysandmakingusfeelspecial.Andanelitegroupofrelentlesslyrelevantall-starsdoboth,findingwaystogetclosertotheircustomersbydeliveringexperiencesthatmaketheirliveseasierandbringjoy. WhatWeLoveandNeedMostRightNow Peoplearefindingnewwaystoexperiencebrands. Brandsareincreasinglyinfusedintopeople’sdailylives.They’remorerelevanttohowwemanageourdaysandhowwefeelaboutourselves. Butrelevanceisnotapermanentstate.Thetopperformersin2022demonstratethatmanybrandsaremakingsmartmovestomeetthiscomplexmomentintime.People’scorevalueshaven’tchanged,of course.Butnewculturalphenomena,likepandemicexhaustionand adifferentkindof“do-it-your-selfism”,havecausedachangingresponsetobrands.BrandsthataddressthesetrendsandemotionslandinourIndex’stopspotsandaretop-of-mindforconsumers. Whetherwearewatching,listening,exercisingorsocializing,brandsthatgiveusdependableservicesandunforgettableexperiencesaretheonesthatmattermostrightnow. 04Introduction ProphetBrandRelevanceIndex� prophet.com/relevantbrands-2022 ChristineBrandtJones SeniorPartner,GlobalInsights ScottDavis ChiefGrowthOfficer MarisaMulvihillPartner,GlobalHeadofBrand&Activation ChrisBurzminski AssociatePartner Relevance Trackingthewaysbrandsearnloveandloyalty Relevantbrandscontinuallyreconnectwithconsumers, developingandlaunchingnewproducts,servicesandexperiences—allinthenameofdrivingprofitable,impactfulgrowth. Relevance=Head+Heart In2022,weexpandedourresearch,trackingnewpatternsinthescienceofbrandrelevance.Whatwefoundwasthatinorderforbrandstoberelentlesslyrelevant,theymuststillbecustomerobsessed,ruthlesslypragmatic,distinctivelyinspiredandpervasivelyinnovative.Butaspeopleconnectwithbrandsinnew,holisticways—theymustfindwaystoappealtotheheadandheart. 06Relevance ProphetBrandRelevanceIndex� prophet.com/relevantbrands-2022 Head—Thesebrandsfueltheneedforself-relianceandDIYconfidence.Theseruthlesslypragmaticandpervasivelyinnovativebrandsgotheextramiletosimplifycomplextasks,guaranteetopperformance,orredefineconvenience,sowhenwetakeonmore,wecandoso withconfidence. Heart—Thesecustomer-obsessed,distinctivelyinspiredbrandsturnconsumersintofans,loyalistsandcollectors.Thesebrandsbringjoyandinspirationbydemocratizingthewaypeoplecreate,build,andmonetizetheirpersonalinfluence. RelentlesslyRelevant—Ourrelentlesslyrelevantall-starshitussimultaneouslyintheheadandtheheart.Inanotheryearwhereeverythinghappensathome, thisyear’sIndexshowsthatwearerunningourhome-office,home-restaurant,home-school,home-gymandactualhomewithourfavoritebrandsatthecenter.Theyhelpusfulfillourgoalstofindhappiness,strengthandliveapurposefulandmeaningfullife. 07RelevanceProphetBrandRelevanceIndex�prophet.com/relevantbrands-2022 AppealtotheHead Problemsolverstakecareoffundamentalneeds,andtheydoitinawaythatmakesusfeeloh-so-smartforchoosingthem.Theyknowtimeislimited,andthesebrandsrisetothetopbecausetheysimplifycomplextasksandguaranteetopperformance.Theyredefineconvenience,oftenbydoingsomethinginanentirelynewway.So,whenwestretchourwingstotrysomethingdifferent,whetherwhippingupabatchofcloudslime,buildingabudget,orvirtuallytest-drivingahybrid,wedosowitheaseandconfidence. 08RelevanceProphetBrandRelevanceIndex�prophet.com/relevantbrands-2022 AppealtotheHead ReinforcePromiseswithPerformance Peoplewantproductsthatmakelifeathomesparkle,choosingappliancesandservicesthatenrichourlives. BrandslikeInstantPot(#6)andKitchenAid(#18)leadtowonderfulmeals.Dyson(#19)andWhirlpool(#45)findmodernwaystoshine.AndKeurig(#34)makessurewe’requicklyandsufficientlycaffeinated. EnableAutonomy Yes,allthistimeathomemaynotbewhatpeoplewanted.Butaseventspushustodomoreforourselves,wecraveproductsthatoffercontrolandconfidence.Thistrendisespeciallystronginfinancialservices:Afterpay(#11),afinancingserviceforonlinetransactions,leadsthatcategory,followedbyZelle(#39)andTurboTax(#46). 09RelevanceProphetBrandRelevanceIndex�prophet.com/relevantbrands-2022 SpeaktotheHeart Thisyear’sresearchdivesintothenatureofbrandlove,exploringwhysomebrandsareunexpectedlydelightfulanduniversallyadored.Thesebrandsgobeyondfandomtocreateevangelists.Thesefeel-goodbrandsdon’tjustmakeushappy.Theypushusintoallthefeels,triggeringstrongemotionalresponses.Theypokeatthestatusquo,findingnewwaystoengageandamuseus.Andeveryexperiencemakesusfeelbetteraboutourselvesthanwhenwestarted. 10RelevanceProphetBrandRelevanceIndex�prophet.com/releva
