Interbrand launches “2021 Breakthrough Brands” report highlighting 30 challenger brands poised to disrupt the US market
This year’s Breakthrough Brands cohort is following in the footsteps of A24, Oats !, Snowflake (2020), Instacart, Slack (2017), Square and More shiny (2016) reported success in previous Interbrand reports.
The brands also reflect the larger backdrop of a tumultuous year, with companies having to experiment and be resilient in response to a global pandemic, social justice movements and a highly controversial electoral cycle. These growing companies have a new set of challenges to overcome as we move into a post-pandemic “new reality”.
Five innovation themes emerge from the 2021 Breakthrough Brands:
- Power of representation: The impact and momentum of Black Lives Matter has had a ripple effect on the corporate world and given momentum to companies that focus on increasing representation and diversity in different categories. Brands like Greenwood Bank, Omsom, SpringHill Company and BREAD Beauty Supply are changing the conversations about how these communities are addressed, represented and empowered.
- Reverse focus on preventive health: Even despite Covid, new brands and technologies are democratizing healthcare – making surveillance and diagnostics accessible to people on low incomes, with less comprehensive insurance and people who are short on time. Healthy.io, Butterfly Network and Owlet are essential in addressing this critical aspect of the healthcare lifecycle, helping to relieve the pressure and impact on the entire healthcare system.
- Fight taboos: Long in the works (Thinx is a Breakthrough Brands alumnus in 2016), we’re seeing an explosion of brands in the personal care space bringing empowerment and acceptance to our very human issues. With Starface, Megababe and Frida mom, taboos have never been so common.
- Alleviate parental anxieties: Thanks to Covid, the lack of intergenerational networks providing support and wisdom means that millennial parents feel lonely in this new phase. Young start-ups including Frida mom, Owlet and Lovevery take on this role, help navigate this vulnerable transition to parenthood, and provide reassurance throughout childhood.
- Everything to play: Gaming is no longer a stereotypical niche activity – it is bleeding into different industries and impacting the design aesthetics of brands. We see playful characters, 3D illustrations and immersive brand worlds, from the ‘gamification’ of communication and blockchain from Discord and Dapper Lab respectively, to the game landscapes of Zwift and the graphics and identity of Revolut brand.
CEO and co-founder of Zwift, Eric Min mentionned: “My idea for Zwift grew out of an issue that I personally faced: the lack of social connection using cycling simulators. Using the power of massively multiplayer gaming technology, we’ve created a social fitness environment that lets you train, explore, and compete with other “Zwifters” from around the world. Thanks to the wonderful community on Zwift, we have managed to create a real social network. I think it’s important for a business to have a positive social impact, so we’re proud to be in Interbrand’s relationship with other brands making big changes. “
Daniel Binns, CEO, Interbrand New York mentionned: “We are delighted to unveil Interbrand’s 2021 groundbreaking brands. After a turbulent year for business in most industries, this year’s brands really are something special. In increasingly difficult circumstances, these brands have launched, pivoted, survived and even thrived. that ready to follow in the footsteps of Breakthrough Brands alumni. “
Naeiri Zargarian, Associate Director of Strategy at Interbrand New York mentionned: “This revolutionary new class of brands gives an indication of the themes that will shape a post-pandemic world. The last year has surfaced cultural tensions that will continue to be opportunities for brands and institutions; the realities of modern parenting. , inclusiveness and representation in all categories and a willingness to address historically taboo subjects. “
The revolutionary brands of Interbrand 2021 The report is compiled through qualitative and quantitative research tools, including analysis of social listening data (collected in partnership with Infegy, C Space) and investment data (collected by Apollo, with consultation with Blackstone Growth).
Interbrand selected the 30 companies that best illustrate the brand’s growth from a list of over 400. The brands were selected based on three fundamental criteria: understanding human truths (with key metrics including volume and growth social publications), create exceptional brand experiences (the brands that consumers need) and achieve superior business results.
The full report, including the methodology, can be downloaded here: https://www.interbrand.com/new-york/breakthrough-brands/
The revolutionary brands of Interbrand 2021:
Again – Grocery management tool for waste reduction
Airline company – Carbon negative distillation
Apeel – Packaging of new age products
ATAI Life Sciences – Psychedelics for mental health
Athletic Brewing Society – Cult beer without alcohol
Better – A digital and transparent mortgage system
PAIN Beauty products – Modern hair care for black and curly hair
Butterfly Network – Remote access to ultrasounds
Cameo – Personalized celebrity engagement
Dapper Laboratories – Blockchain-based experiments
Discord – Messaging platform for niche communities
Frida mom – Postpartum healing and recovery products
Greenwood Bank – Digital bank built for minority communities
Healthy.io – Home diagnosis
Kano – Teach coding to children
Lover – Toys for the development of the child
Megababe – Unique personal care products
Miró – Real-time online collaboration tool
Nuro – Autonomous delivery vehicle
Off-limits – Cereals defying any category
Omsom – Asian meal kit
Oura ring – Wearable frictionless ring
Owlet – Smart wearable for infants
Pipe – Rationalized capital for start-ups
Revolution – Globalized neobank
Signal – Non-profit encrypted messaging system
Socios.com – Blockchain based fan engagement tool
SpringHill Company – Media company focused on diverse stories
Starface – Light acne products
Zwift – Home fitness for dedicated cyclists