123 eGuides

1 Minute Advice: The 30 Most Innovative Brands in the World

Interbrand, the world's leading brand consultancy, has launched its 2023 Breakthrough Brands Report—with the metaverse, AI and sustainable tech brands leading the way in disrupting the global market, shifting our understanding of the world and shaping consumer behavior.

 

In partnership with Vox Media, Interbrand's influential Breakthrough Brands Report reveals the 30 most innovative brands that are breaking through a crowded landscape and building bold identities rooted in a clear vision. The top 12 names, in particular, are making iconic moves to become the next generation of legacy brands. These brands are:

1. OpenAI
2. Zepeto
3. Eight Sleep
4. Obsess
5. Hip Hi
6. KidSuper Studios
7. Fishwife
8. Sila
9. BILT
10. Cake
11. Betterhalf
12. Neko

Learn more about the above brands here: https://interbrand.com/new-york/thinking/breakthrough-brands-2023-top-12/

Interbrand has identified an additional 18 brands which represent the emerging trends across evolving beauty & wellness, merging sustainability & style, shaping new tastes around food, and brands that are bringing a next-gen approach.

 

Download the entire 2023 Breakthrough Brands Report here: https://interbrand.com/new-york/thinking/breakthrough-brands-2023-report-download/

 

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

1 Minute Advice: Brands and AI Search

AI is changing the nature of search and brand marketers need to understand the implications. Google has now added Bard as part of its "Search Generative Experience (SGE). Microsoft's Bing search engine now incorporates technology from OpenAI.

According to eMarketer's Insider Intelligence, "Brands can expect more targeted ads closer to the point of sale." Three key points about Google's SGE, writes eMarketer, are:

• These ads within chat answers are prominent, and fewer high-impact placements could cause ad prices to rise, said eMarketer analyst Evelyn Mitchell.
• Despite being labeled as sponsored, these ads may also get confused for chatbot responses by users. That could be good for brand marketers, whose advertisements will now look more organic. But it also clutters the search experience, and may lead to users hesitating to click any links.
• Advertisers can’t opt out of showing ads within SGE, meaning they must participate in the new experimental format.

Read more about AI search and its impact on brands, retailers and publishers here:

https://www.insiderintelligence.com/content/what-ai-search-changes-mean-retailers-brands-publishers?

 

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

1 Minute Advice: U.S. Consumers Say These Companies Have the Best Reputations

A recent survey of U.S. consumers indicated which companies ranked as having the best reputations. The survey, conducted by Axios and The Harris Poll and reported by Marketing Charts, asked consumers to rate 100 companies on various dimensions of reputation. The results revealed that the following ten companies have the best reputations, ranked in order:

1. Patagonia
2. Costco
3. John Deere
4. Trader Joe's
5. Chick-fil-A
6. Toyota Motors Corporation
7. Samsung
8. Amazon.com
9. USAA
10. Apple

Read about the survey here:
https://www.marketingprofs.com/charts/2023/49339/american-companies-with-best-and-worst-reputations?

 

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This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.