Ever heard of brands like Sennit, Glossier, VSCO or mymuesli? Interbrand cites these and dozens of others in its first annual Breakthrough Brands report because its Global CEO says marketers can probably learn something from these relatively young companies.
“What we’re looking for is who’s going to be next,” Jez Frampton said in an interview with Beet.TV before today’s release of the Interbrand Breakthrough Brands report, which is titled Future Growth. It’s a collaboration of Interbrand, Facebook, Ready Set Rocket and The New York Stock Exchange.
The report groups the above four companies under the heading “Growing together: Building businesses around people.” It also acknowledges brands like Shinola (“Growth in action: Living stories”); 90 Seconds (“Growing potential: Performance-enhancing platforms”); and Sensorbox (“Growth for good: Purpose-bred brands”).
The purpose of a brand “fits very clearly into the world of branding,” says Frampton by way of explaining how brands and business should interact.
“The business is there to generate income and profits on behalf of shareholders,” he says. “The brand is there as a way for people to understand who you are and what you’re about.”
Some 200 brands were nominated for the inaugural Breakthrough Brands report and of those 60 are featured, based on four initial criteria: Less than a decade old, driving change by responding to a unique marketplace need, a demonstrated ability to grow, and “buzz”—is the brand grabbing attention and gaining “momentum”?
Noting that breakthrough entities in the last 10 to 15 years were companies Facebook, Google and Amazon, Frampton says the brands cited in the report not only can portend the next big success but “more importantly, actually what can we learn from these fast growth businesses. How do I grow?”