International consulting agency Interbrand has presented a rating of brands of the future that can turn the idea of retailing into a familiar format. Analysts surveyed 200 retailers to compile their list of “Breakthrough Brands 2020”.
Among the most successful brands, according to Interbrand, were the manufacturer of interactive mirrors for home fitness, Mirror, producer of vegetable meat Impossible Foods, bioengineering Ginkgo, and providing legal services based on artificial intelligence Legalist. According to experts’ forecasts, these companies could make a real breakthrough and win the market shortly.
The brands that made it to the top 30 were selected based on the main criteria – the ability to understand human values, i.e., to meet and exceed the needs and expectations of clients, as well as to create an exceptional experience and provide excellent business results. Also, brands were judged on their perceived potential for adaptation and successful recovery from the crisis during the first half of 2020.
The Breakthrough Brand Rankings were published in 2016 when companies such as Deliveroo, Peloton, and Glossier were included. Over time, the share of Silicon Valley companies, as well as extensive software and digital platform manufacturers, began to decline in the rankings.
