Google, Apple, Samsung, and Amazon are the most inspiring brands in the world, according to Wunderman Thompson’s ‘Inspire Score: Top 100 2022’.
Now in its third year, the Inspire Score is Wunderman Thompson’s proprietary diagnostic tool which measures a brand’s inspiration status and uncovers the brand attributes that fuel business growth through their ability to inspire people. The tool reveals how inspiration affects a brand’s ability to drive growth in market share and command a price premium.
Google once again was named the world's most inspiring brand in the world, while Apple, Samsung, and Amazon remain in the top four for the second year running; Colgate has taken out the fifth spot for 2022.
Mel Edwards, global chief executive officer at Wunderman Thompson, said: “The Inspire Score demonstrates how inspiring brands can drive growth in market share and command a price premium, which is increasingly important in the face of these changing economic conditions.
"The brands at the top of our list have shifted with the zeitgeist and placed themselves at the centre of people’s lives, perfectly positioning themselves to take advantage of inspiration as a powerful lever for growth.”
Neil Dawson, global chief strategy officer at Wunderman Thompson, said: “This year’s Inspire Score has taught us that a brand’s inspiration status – and so propensity to grow – is highly dynamic. As the focus of people’s lives change, so may the things that inspire them.
"This reminds us that there is everything to play for when it comes to inspiration – these are metrics that brands can impact, thereby moving the needle on growth.”
Other key insights from the study include 30% of the 2022 Top 100 brands being new entrants to the listing. There was strong gains for mobility brands such as Tesla and Uber, with a large number of automotive brands also featuring in the Top 100. Social media brands have also seen gains, with TikTok making the Top 100 for the first time this year, while Netflix is now in the Top 20 and Disney+ is a new entrant in the Top 100.
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