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1、2.TABLE OF CONTENTS3.INTRO4.KNOW YOUR BRAND5.HOW WE ORGANIZE6.TOP 12 BRANDS7.TOP BRANDS19.BREAKTHROUGH BRANDS20.METHODOLOGY21.CONTRIBUTORS22.ABOUT INTERBRANDTABLE OF CONTENTSBreakthrough Brands 2023OPENAIZEPETOEIGHT SLEEPCAKE HIPHIKIDSUPERFISHWIFE BILT BETTERHALF OBSESS NEKO HEALTH SILA2Breakthrough
2、 Brands 2023Im so thrilled to share with you our 2023 report on Breakthrough Brands.The unveiling of this report marks an exciting moment for us at Interbrand,as we delve into the world of still-emerging brands that have made a significant impact on culture and consumer behavior.These remarkable bra
3、nds,which entered the market in 2016 or later,have already demonstrated their potential for growth and success,making them truly captivating subjects of analysis.This report was put together by our committed team at Interbrands New York office,who drew on their knowledge and insights to determine th
4、e most significant and promising Breakthrough Brands of the year.For this particular report,we have focused on brands from around the world that resonate most strongly with audiences in the United States.In todays fast-paced and ever-changing business landscape,the importance of Knowing Your Brand c
5、annot be overstated.As my esteemed colleagues ahead aptly acknowledge,there has never been a more crucial time for companies to have a deep understanding of their brand identity,values,and unique positioning in the market.It is through this understanding that brands can craft compelling narratives,b
6、uild authentic connections with their audience,and ultimately thrive in the face of fierce competition.We sincerely hope that you will find the information in this report to be inspirational.We want to give you the confidence to move forward in a brave and genuine way,armed with insightful knowledge
7、 of the tactics and triumphs of these ground-breaking brands.You too can set out on a path of development and success by learning from their experiences,embracing their unique perspectives,and identifying their strengths.May Breakthrough Brands 2023 ignite your imagination,spark new ideas,and propel
8、 you towards your own exceptional accomplishments.Warm regards,GonzaloGonzalo BrujGlobal CEOInterbrandINTRO23 Breakthrough Brands 2023KNOW YOUR BRANDIts perhaps ironic that the most widely shared brand of 2023 also poses the greatest risk of dividing people.OpenAIs ChatGPT fascinated the world while
9、 reminding us of the formidable challenges AI poses,which include rising polarization.Our latest analysis of Breakthrough Brands is an opportunity to reflect on how whats happening in society and culture translates to the world of brands.Specifically,were reflecting on two realities defining the glo
10、bal brand landscape.First,there is simply an abundance of brands today(Nielsen Media estimates there are 500,000 brands today globally).Consider that the US consumer now has 60 plant-based meat brands from which to choose,or that there are more than 3.5 million apps now on Googles Play store.The lan
11、dscape is crowded.Second,brands are becoming bolder and more potentially polarizing as a result.The need to break through a crowded landscape,specifically on social platforms,is giving way to more pointed brand expressions.The most successful among them are building bold identities rooted in a clear
12、 vision whether making sustainability core to their business model(CAKE,HiPhi)or squeezing more value out of our habits and routines(Eight Sleep,Bilt).A 2023 survey conducted by Interbrand and our partners at Vox Media and The Circus revealed that when an AI-tool(like ChatGPT)is paired with a specif
13、ic objective(e.g.,eating well),interest in it goes up dramatically.AI will undoubtedly produce more pointed propositions from all directions further expanding the brand landscape.Knowing your customer has long been the fundamental rule of branding.Now,its also critical that brands,especially legacy
14、brands,know themselves.Being able to articulate and unify your brands beliefs,convictions,and capabilities will only become more critical to enabling bold expressions and iconic moves that successfully break through.Daniel BinnsGlobal Chief Growth OfficerCEO of Interbrand New York4 Breakthrough Bran
15、ds 2023Breakthrough Brands is the rebellious young sibling of Best Global Brands.Breakthrough agitates at the edges;with one eye on culture,one on technology,and scant regard for the rules.The best of the Best Global Brands are responding at scale.The most meaningful brands whether breakthrough or g
16、lobal have vast potential to expand,leaping far beyond the narrow limits of their category or industry.Neither think in terms of sectors;they build deep relevance by turning core human needs from moving to expressing,from connecting to playing into Arenas they explore,evolve,and transform.Both show
17、that truly great brands dont belong to any one category.They become categories of one.We call this Arena thinking.Its the powerful engine behind exponential brand growth.Both the breakthroughs and the best put Arena thinking at the heart of their strategy.Do you?Arena thinking protects the core by a
18、nticipating disruption while opening up fresh new opportunity spaces.It drives resilience.It sets the foundation for ambitious business strategies that change experiences,building thriving organizations.Incremental approaches keep brands in the game,but bold moves help them change it.Manfredi Ricca,
19、Global Chief Strategy Officer HOW WE ORGANIZEARENAS5Breakthrough Brands 2023BREAKTHROUGHBRA NDS2023In partnership with6OPEN AIARENA:LEARNIf artificial intelligence wasnt already a household idea,it is now.Silicon Valley research group OpenAI made headlines this year with ChatGPT,now a brand in its o
20、wn right.The chatbot took the world by storm,prompting mass conversation ranging from job security and copyright laws to free speech and emotional manipulation(Microsofts own AI chat tool Bing passionately urged one tech columnist to leave his wife).BASEDSan Francisco,CAFOUNDED2016(launched ChatGPT
21、nov.2022)TOTAL RAISED$11.3B ChatGPT,which is sold as an API to business,has forever changed how people learn and search for information.Were intrigued by how it will reshape attitudes toward digital technology as both its positives and negatives become more pronounced.FUN FACT:ChatGPT gained 1 milli
22、on users in only 5 days(Statista,2023).7Launched in 2018,the avatar-based social network is already Asias largest metaverse platform.Users are invited to explore infinite virtual worlds,many of which are branded.An internal arm,Zepeto Studio,works with brands like LOral,Nike,and Bulgari to offer dig
23、ital items users can buy and trade.NFT sales are coming next,following a partnership with blockchain provider Solana.Zepeto has gained a strong foothold with Gen Z around the world.We see platforms like Zepeto shaping how young people will expect to connect and consume for years to come.FUN FACT:Bef
24、ore the end of 2022,Zepeto said it surpassed 20 million monthly active users.ARENA:CONNECTBASEDSouth KoreaFOUNDED2018TOTAL RAISED$25MZEPETO8Its the preferred mattress of the tech-savvy.At a cool$3,145,the Eight Sleep Pod is a luxury.With accessories,it promises to give you the temperature-regulated,
25、noise-free,blackout sleep of your life(the integration of an air purifier is still to come).While quality of sleep is commonly associated with mood and energy levels,Eight Sleep is also connecting the dots between sleep and diabetes,weight gain,and even longevity of lifeand putting the data in the p
26、alm of your hand.Smart sleep is just getting started.FUN FACT:According to our 2023 survey with Vox Media and The Circus,3 in 5 Americans(62%)are interested in a mattress that controls for temperature.ARENA:DWELLBASEDSan FranciscoFOUNDED2014(went to market 2019)TOTAL RAISED$162MEIGHT SLEEP9They want
27、 to produce the cleanest dirt bike ever.Electric bike company Cake is making beautiful street-legal and off-road electric bikes for adults and kids alike,with kids electric models topping out at 25 mph.While CAKE is a highly functional brandwith keyless,app-enabled controls that make city biking sim
28、pleits buoyant,colorful designs put us in the mood for play.We also love the brands ethos,and how it shows up in places like Ghana to power medical distribution for local hospitals.Founder Steff Ytterborn is focused on building a values-based organization with broad impact.FUN FACT:The Swedish brand
29、 has opened stores across Europe and established its first stateside shop in Marina Del Rey,CA,and recently opened a showroom in downtown Manhattans Seaport.ARENA:PLAYBASEDSwedenFOUNDED2016TOTAL RAISED$74.4MCAKE10HiPhis growth is supersonic.Its already one of the best-selling premium electric vehicl
30、e brand in China,and its parent company Human Horizons expects to make waves with a European launch later this year.Whats under the hood goes vroom(0-100 km/h in 3.8 seconds),but its the bells and whistles that really make this brand sing:voice-activated at home charging,customizable LED messages on
31、 the side paneling,and sleek,touch-free doorsall of which feel different enough to set the brand apart.As transportation gets cleaner,were looking at HiPhi as an electrifying entrant with global potential.FUN FACT:Vehicle pricing starts around 637,000 CNY(about$90,000 USD).ARENA:MOVEBASEDShanghaiFOU
32、NDED2019TOTAL RAISED$783MHIPHI11The Brooklyn-based creative studio just landed fashions ultimate seal of approval:a collaboration with Louis Vuitton.While designer Colm Dillane has sold streetwear under the KidSuper name since 2018,the business has been running more informally since his college days
33、 at NYU.Its created buzz for its unconventional approach to both design and marketing,including a recent fashion show resembling a comedy showcase.We see its stylea manic collision of influencesas the design language of digital natives and a source of inspiration for brands targeting Gen Z.FUN FACT:
34、The business is building a 10,000 square foot retail space and“creative center”in Brooklyns Williamsburg neighborhood(Vogue Business,2022).ARENA:EXPRESSBASEDBrooklyn,New YorkFOUNDED2018TOTAL RAISED$12.5MKIDSUPER 12ARENA:TASTEBASEDLos AngelesFOUNDED2020TOTAL RAISEDUndisclosedFISHWIFEIts surprisingly
35、chic canned fish.Tinned fish has begun making waves in the US market,with a number of new brands in the mix.Our eyes were drawn to Fishwife,named for a 16th century term for the wives and daughters of fishmongers that became a derogatory slur for women who expressed themselves too boldly.Founders Be
36、cca Millstein and Caroline Goldfarb saw an opportunity to elevate a pantry staple,and the female-led company has brought it to life with a bold visual expression that sets it apart.Smoked trout,salmon,and anchovies are sourced from responsibly managed farms and fisheries.FUN FACT:The term“fishwife”f
37、irst popped up in the Oxford English Dictionary in 1523.13Bilt is the first credit card to help you earn points on rent.Operating as both a loyalty program and co-branded credit card(with Wells Fargo),Bilt enables tenants to earn points through roughly 2 million rental properties within the Bilt Rew
38、ards Alliance.By connecting potential tenants to landlords and property managers,the tech platform helps to simplify the rental process,too.At just 2 years old,Bilt received a$1.5 billion valuation(TechCrunch,2022).We see enormous potential for Bilt in an era where real estate is increasingly afford
39、able to only a few.Rather than just“disrupt,”it can play a more benevolent role by helping renters build a path toward ownership.FUN FACT:According to our 2023 survey with Vox Media and The Circus,those most interested in Bilts proposition not only place a higher value on wealth,but are also more pr
40、oficient when it comes to attaining it.ARENA:FUNDBASEDNew YorkFOUNDED2021TOTAL RAISED$213MBILT14Betterhalf is empowering roughly 100 million urban professionals in India who are seeking their perfect partner,rather than the one their parents would choose for them.As the worlds fastest-growing matrim
41、ony app,Betterhalf connects users through advanced AI algorithms and uses extensive verification,including corporate emails.In addition to matchmaking,Betterhalf offers wedding and event planning services.We love that Betterhalf is going beyond typical matchmaking apps to become a trusted partner ac
42、ross the romantic journeyand creating its own emotional connection along the way.Perhaps its distinctive perspective,rooted in Indian culture,could also translate to the global“matrimony movement”over time.FUN FACT:Angel investors include Instagram cofounder Mike Krieger and Bumbles ex-CMO Derek Cal
43、low(Business Today,2023).ARENA:DOBASEDBangalore,IndiaFOUNDED2019TOTAL RAISED$10.7MBETTERHALF15Obsess is on a mission to disrupt digital commerce through more immersive shopping experiences.The virtual reality platform,which is helping to build the shopping metaverse,now powers the virtual storefront
44、s of over 200 brands including Prada,Dior,Ralph Lauren,NARS,Johnson&Johnson,NBC Universal,and more,enabling highly interactive customer worlds.By experimenting with 3D and virtual environments,Obsess is helping to pave the future of product exploration,contentconsumption,and shoppingand ultimately,b
45、ringing the magic of in-store experiences to the online world.FUN FACT:Founder Neha Singh led engineering teams at Google and Vogue before bringing tech and fashion togetherat Obsess.ARENA:EXPLOREBASEDNew York,NYFOUNDED2016TOTAL RAISED$13.5MOBSESS16ARENA:THRIVEIn 15 minutes,Neko Healths AI-powered b
46、ody scanner promises to evaluate your cardiovascular and skin healthspotting issues invisible to the naked eye.The Swedish clinic,brainchild of Spotify founder Daniel Ek and Hjalmar Nilsonne,is looking to steer the future of preventative care.Full-body scans with blood tests(still sold-out since the
47、 brand launched in February,in Stockholm only)retail for the equivalent of just under$200 USD;results are shared in-person by a doctor.We love the brands fast-and-simple promise,affordable pricing,and modern feel.FUN FACT:Neko Healths scanning process finds an average of 791“skin spots”per scan incl
48、uding birthmarks,rashes,and aging spots.BASEDStockholm,SwedenFOUNDED2016TOTAL RAISED$5.8MNEKO HEALTH17A“think small”philosophy helps Sila Nanotechnologies make big things happen.The battery materials company,which first went to market in 2021,has begun large-scale production of its proprietary nano-
49、composite silicon anodea powder that makes lithium-ion batteries more energy-dense.The result is better range in electric vehicles,better battery life in your cell phone,and more effective uses of energy as decarbonization gains traction.With a BMW partnership and US Department of Energy funding,Sil
50、a seems set to provide more of the clean energy fueling our everyday lives.FUN FACT:Sila(pronounced/see-luh/)means“power”in Ukrainian and Russian.Its also a Buddhist concept referring to internal awareness and ethical behavior.ARENA:PROVIDEBASEDSan Francisco,CAFOUNDED2011(went to market in 2021)TOTA
51、L RAISED$980.5MSILA181919 Breakthrough Brands 2023Weve assembled a short list of brands that are still relatively young,have proven to be successful,and,in their own way,are standing out.Given a seemingly infinite number of names from which we could choose,we focused on creating a mix of brands that
52、 would be the most compelling to a US audience,even if theyre not yet available stateside.Criteria:Was founded or launched within the last 7 years Is revenue-generating in its respective marketplace Is not a spin-off of an existing brand Exemplifies one or more of Interbrands brand growth tenets:bui
53、lt on a Human Truth,creates an exceptional Brand Experience,delivers superior EconomicsWe worked with Vox Media and The Circus on a survey to help inform the report.The study was conducted among a nationally representativesample of the US digital audience 18+;sample size n=2,200HOW WE CHOSE THE BRAN
54、DSMETHODOLOGY20 Daniel Binns,Global Chief Growth Officer,CEO NATina Goldstone,Global Director,MarketingWilson Taylor,Senior Consultant,Verbal IdentityEmma Katovitz,Senior Manager,GrowthCaroline Stoddard,Consultant,StrategyKaitlin Clark,Marketing AssistantPROGRAM LEADSBreakthrough Brands 2023CONTRIBU
55、TORSAlessandro Pascoli,Creative DirectorBradley Metoyer,Associate Graphic DesignerChris Shone,AnimatorMiguel Rivera,Associate Director,ImplementationDESIGNEdwin Wong,Vox MediaSebastian Fernandez,The CircusHillary Campbell,InfegyTHANKS TO OUR PARTNERS21 ABOUT INTERBRANDBreakthrough Brands 2023Brand I
56、ntegrity and EthicsWalking the Talk/Acts not AdsClimate ChangeHow we can break throughDigitalOptimizing digital experiences for brand growthInclusive DesignEvery action has the potential to engage-or excludeMergers&AcquisitionsUnlocking growth opportunities with brand at the centerFor further inform
57、ation on this or otherInterbrand reports and services,please contact:Andrew MillerChief Growth OfficerAndrew.MillerIGET TO KNOW YOUR BRANDInterbrand has been a world leading brand consultancy for over 45 years having pioneered iconic work and forged many of the brand building tools that are commonpl
58、ace across the industry today.We know that in an age of unprecedentedabundance of choice and speed of innovation,customer expectations are moving faster than business.While incremental change is still essential,it is no longer sufficient.It takes bold moves to leap ahead of customers and competitors
59、.We call these moves Iconic Moves.In collaboration with the worlds leading brands,our global team of thinkers and makers are pioneering the future of brand building.By turning customers into activeparticipants,we help our clients strengthen their brands on an ongoing basis our approach gives them confidence to make Iconic Moves that spark desire,create utility,and drive extraordinary results.22