“The world’s biggest businesses were doing fine until Covid-19 arrived. Now they’re doing even better.” This quote from Bloomberg highlights how the most savvy brands have been able to negotiate the potential financial pitfalls of Covid-19 to emerge even stronger at the end of the 2021.
From global behemoths to disruptive startups, 2021’s most successful brands have penetrated every aspect of consumers’ lives this year. From the slogan on the exercise gear worn at yet another home workout, to the drinks enjoyed on a New Years Eve spent indoors, the year’s most innovative brands have harnessed the zeitgeist, evolved their customer connections and penetrated further into the home to truly become ‘household names’.
With changing tides of consumer behaviours creating new battlegrounds for attention, brands have triumphed by letting their customers captain the ship. And as brands’ relationships with consumers evolve from transactional exchanges into a more nuanced, symbiotic and collaborative partnership, listening has been put at the heart of operations. Be it listening to consumer demands around sustainability, understanding why consumers value diversity, or recognising that customers are responding to new forms of advocacy and advertising, the brands that are excelling are the ones that put customers first.
So, in no particular order, here are the top ten brands of 2021 – a mixture of our personal favourites and those chosen by our global customer community.
Unlock the ten pioneers of 2021 by filling out the form on this page…
