2017年十大突破性品牌
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一个品牌要从今日的拥挤市场中脱颖而出，需要具备什么样的条件？就像它在其他任何领域造成的影响一样，数字变革已经颠覆了传统的营销法则。在不到10年内，Uber、Airbnb等品牌就获得了传统公司需要历经数十载努力才能创造出的消费者关注度。原因很简单：这些新品牌基本上都是科技企业。拜智能手机、云机算，以及可以随时随地快速获得的免费数字工具的普及所赐，它们提供的产品和服务几乎在可以在一夜之间打造出来。但是，很多这类品牌也在更深的层面上引起消费者共鸣。我们想一探究竟：谁是它们的最佳代表？在极短的时间内，这些品牌赢得了通常只有蓝筹大企业才享有的消费者情感共鸣。为此，我们调查了4000位消费者，请他们说出对自己最重要的品牌名称，不分大小、类型与行业。然后，我们根据行业、类型和企业年龄对榜单进行整理，制作出我们的10大“突破性品牌”排行榜。这些品牌尽管相对年轻，但带给消费者的影响可比肩苹果、可口可乐、迪士尼等成熟品牌。这10个品牌都是正处于发展白热化阶段的新锐科技企业，它们都“取得了突破”，在大公司盘踞的市场上占有一席之地。它们当中有8家还不满10岁。 我们还将分享其他重要的调查结果，比如被提及次数最多的品牌榜。这些品牌在数十年前就取得了突破，时至今日仍然在消费者的心中留下印象深刻。苹果在这个榜单上碾压了其他公司。然而，让我们觉得最吸引人的，还是今天的突破性品牌。下一个苹果很可能从它们当中涌现出来。 这些调查由晨星咨询和时代公司共同举办。 |
WHAT DOES IT TAKE FOR A BRAND to truly break through in today’s crowded market? Just as it has with everything else, digital transformation has upended the traditional rules of marketing. In less than a decade brands like Uber and Airbnb have attained the kind of consumer mindshare that companies used to have to work decades to create. Part of this is the simple fact that most of these newer brands are technology companies; they provide products and services that themselves can be built almost overnight, thanks to the proliferation of smartphones, cloud computing, and fast, free, and universally accessible digital tools. But many of these brands are also resonating on a deeper level with consumers. We wanted to get to the bottom of which companies best exemplified this—those brands that have attained the emotional resonance with consumers typically reserved for big blue-chip companies, but in a fraction of the time. So we surveyed 4,000 consumers and asked them to name the brands that meant the most to them, both overall and across a variety of industries. We then sorted the list by industry, category, and age to come up with our list of 10 “Breakthrough Brands”—companies that, when measured on the basis of how they resonate with consumers, sit side by side with Apple, Coca-Cola, Disney, and other mature brands despite being relative babes. The 10 names here are new and white-hot; they are all tech companies; and they have all “broken through” to claim space among the giants. All but two of them are less than a decade old. We’ve also shared some other key findings from our survey, like the brands that received the most mentions overall—those that may have broken through decades ago but still register highly in ¬consumers’ minds. On that list, Apple trounced everyone else. But it’s the breakthrough brands of today that we find most compelling. These are the ones that are best ¬positioned to become the Apples of tomorrow. Surveys conducted by Morning Consult and Time Inc. |
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Airbnb 创办时间：2008年|总部：旧金山 相较于发布一个支付应用或聊天服务软件，让人们开放自家住宅供陌生人居住，实在是一个过于疯狂的想法。早在2008年，当Airbnb创始人正在竭力推动这家初创公司展翅高飞时，很多聪明人就是这么想的。Airbnb重新定义了旅游的含义。这家公司提供了大量吸引眼球的图片、易用的界面和诱人的价格，并将所有这一切都包裹在一种充满“归属感”的温馨的画面中，从而打造出一个提供民宿信息的在线平台。截至目前，全球各地利用该平台的“宾客”已达 1.4亿人次。这家公司面临一些挑战，比如用户的歧视性行为和政府监管机构的压制，但它一直在不断地突破自我。 创办时间：2010年 | 总部：加利福尼亚州门罗帕克市 2010年，横空出世的Instagram似乎让所有人都成了摄影发烧友——朋友经典表情偷拍照，颜色鲜艳的风景照，花式鸡尾酒细节照……实上，借助这款应用给广大iPhone用户配备的专业级修图工具，所有人都可以成为摄影师。2012年，Facebook斥资10亿美元收购了这款快速增长的照片应用，进而推动它全面提速。那年，Instagram只有3000万用户，现在则超过5亿。这个最初看上去似乎只能流行一时的应用，已发展成为一家全方位的社交网络。Instagram曾经对Facebook构成严重威胁，现在却携手WhatsApp、Oculus VR以及该公司同名服务，一起支撑着这家社交网络巨头的250亿美元营业收入。 Slack 创办时间：2009年 |总部：旧金山 办公室聊天软件Slack是一个偶然的成功。当时还叫“小斑点”的Slack公司最初只是希望将它开发成一个内部工具。在最早的一款名叫Glitch的视频游戏并未获得回报之后，这家公司于2013年决定将Slack推向外部市场。它并不是第一款同事聊天软件，市场上当时已经有了HipChat、Yammer等应用，但Slack拥有奇特的设计和漂亮的用户界面。也许最关键的是，它的出现正当其时：使用Slack的硅谷初创企业呈爆炸式增长，让它以迅雷不及掩耳之势攻陷科技界。如今，这款服务每天有400万活跃用户，其中付费用户达125万。Slack多彩的格子图案标识已经成为硅谷的一个象征。 |
Airbnb founded: 2008 | headquarters: San Francisco A PAYMENTS APP or a messaging service is one thing. Opening up peoples’ homes to let strangers stay in them? Well, that’s just crazy. That’s what lots of smart people thought back in 2008 when Airbnb’s founders were trying to get their startup off the ground. Some 140 million “guest arrivals” later, it has reimagined travel, building an online platform for home-based accommodations with lush, inviting photography, an easy interface, and appealing prices, all wrapped in the cozy image of “belonging.” This company has its challenges, like discriminatory behavior by its users and pushback from regulators—but breaking through has not been one of them. founded: 2010 | hq: Menlo Park, Calif. CANDID PHOTOS OF FRIENDS with a vintage patina, vistas with vivid hues, close-ups of fancy ¬cocktails—Instagram’s 2010 debut made everyone seem like a shutterbug—and everyone could be, thanks to the app that brought professional-grade photo tools to the iPhone-holding masses. But Facebook’s billion-dollar acquisition of the fast-growing photo app in 2012 accelerated everything. Then Instagram had 30 million users; today it has more than 500 million. What started as a faddish distraction developed into a full-blown social network. Once a serious threat to Facebook, Instagram is now a critical pillar (alongside WhatsApp, Oculus VR, and the company’s namesake service) of its $25 billion business. And you can still use it to take a great photo. Slack founded: 2009 |hq: San Francisco WORKPLACE CHAT SERVICE Slack was an accidental success. Originally developed as an internal tool, the company—then named Tiny Speck—took a big bet on launching it to the outside world in 2013 after its original product, a videogame named Glitch, wasn’t paying off. Slack wasn’t the first app for chatting with coworkers—HipChat, Yammer, and others came before it—but it had a quirky design and slick user interface, and perhaps most critically, it came at just the right time: taking the tech industry by storm as it spread among the then-exploding number of new Silicon Valley startups. Today the service has more than 4 million daily active users—1.25 million of them paying—and Slack’s colorful plaid logo has become an icon in Silicon Valley. |
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Snapchat 创办时间：2011年|总部：加利福尼亚州威尼斯市 很多家长到现在还完全搞不懂这款“阅后即焚”的即时通信应用，但对Snapchat来说，这根本不是事儿，它已经成功抓住了圣杯中的圣杯：世界各地青少年和年轻人多变的心思和宝贵的时间。如今，它的用户多达1.5亿，就连Facebook和Instagram也尝试着效仿它的一些最受欢迎的功能。随着Snapchat越做越大，其母公司Snap的野心也同步增大，不再局限于发照片和阅览ESPN和《人物》杂志等媒体巨头的新闻短讯。今天秋天，Snap首次发布一款名叫Spectacles的录像眼镜。 Spotify 创办时间:2006年| 总部：斯德哥尔摩 早在2011年，Spotify就迎来了它的第一个突破性时刻。与Facebook的合作协议，使得这个来自瑞典的流媒体服务得以进入美国市场，让它从一个鲜为人知，受小众追捧的产品变成了一项热门服务。但直到Spotify与泰勒·斯威夫特发生争执那一刻，它的好日子才真正到来。2014年，这位流行乐超级明星把她的作品从Spotify的歌单上撤下，并撰文攻击其歌手补偿政策。她在不经意间让该品牌借助自己的超高人气迅速崛起。自那以后，这家公司的付费听众从原来的1250万暴涨到现在的4000万，数百万习惯听盗版歌曲的人成了它的付费用户。苹果音乐等竞争对手也竞相效仿，但Spotify的先发优势——以及“斯威夫特门”——巩固了它的市场地位。 Square 创建时间：2009年| 总部：旧金山 作为杰克·多尔西的另一家企业，Twitter吸引了所有赞赏和抨击的目光，但多尔西还在兼管Square。这家公司的白色读卡器永远地改变了小企业。其创意相当简单：赠送一个能与手机和平板电脑相连的读卡器——不管是什么类型的信用卡，都按同样的费率收费。Square不仅首次让支付变得如此轻松，它还提供了一个好用的会计服务，很快就成为家庭教师、遛狗师以及各行各业小商贩的理财工具。目前还不知道多尔西能否继续领导Square，但他已经给我们购买、销售产品及服务的方式留下了一个持久的印记。 特斯拉 创办时间：2003年 |总部：帕洛阿尔托 伊隆·马斯克拥有的不是客户，而是粉丝。自史蒂夫·乔布斯与世长辞之后，没有哪个公司的产品如此紧密地跟他的发布者联系在一起。他的客户不仅赞赏他的野心，更钦佩他的理念；他让一个没有碳排放的世界的想法变得如此时尚。历经数年坎坷之后，特斯拉终于扬眉吐气，其全电动豪华轿车Model S被《汽车族》评为2013年年度汽车——这是该奖项64年来首次颁发给一款不靠内燃发动机驱动的汽车。特斯拉下一个大手笔是尚未面世的Model 3。外界预计该公司直到2017年底才会发货，但已有37.3万名客户支付了1000美元订金。 |
Snapchat founded: 2011 | hq: Venice, Calif. PLENTY OF PARENTS are still thoroughly confused by the mobile ephemeral-messaging app, but that doesn’t matter to Snapchat, which has achieved the holiest of holy grails: capturing the fickle hearts—and precious time—of teenagers and young adults the world over. It now has 150 million daily active users, numbers that have prompted attempts by Facebook and Instagram to copy some of Snapchat’s most popular features. The ambitions of parent company Snap have grown in lockstep with Snapchat’s scale as it moves beyond mobile apps for sending photos and reading bite-size news from media giants like ESPN and People: In the fall, Snap unveiled its first pair of video-recording sunglasses, called Spectacles. Spotify founded: 2006 | hq: Stockholm SPOTIFY HAD ITS FIRST BREAKTHROUGH MOMENT back in 2011, when a Facebook partnership introduced the Swedish streaming service to the U.S. market and it went from a little-known cult favorite to a popular service. But it’s not until you tangle with Taylor Swift that you really hit the big time. When the pop superstar pulled her music from Spotify’s catalog and penned a critique about its artist compensation practices in 2014, she inadvertently lent her celebrity to the brand. Since then, the company has ballooned from 12.5 million paying listeners to the 40 million it has now, nudging millions of would-be song pirates into the paid-subscriber camp. Apple Music and others are on its heels, but Spotify’s early lead—and Swiftgate—¬solidified its position in a competitive market. Square founded: 2009 | hq: San Francisco JACK DORSEY’S other company, Twitter, gets all the ¬attention—good and bad. But Dorsey also runs Square, the company whose little white dongles changed small business forever. The idea was simple enough: Give away small credit card readers that connect to mobile phones and tablets and charge the same rate for each transaction, regardless of the type of card. Square was the first to make that easy, and along with its user-friendly accounting services, it fast became a tool of economic empowerment for tutors, dog walkers, and shingle hangers of all stripes. Dorsey may or may not remain Square’s leader, but he has already made a lasting imprint on the way we pay for—and sell—goods and services. Tesla founded: 2003 | hq: Palo Alto ELON MUSK doesn’t have customers. He has followers. Not since Steve Jobs has a company’s product been so closely aligned with the person who brought it to them. In Musk’s case, his customers admire not just his raw ambition but his ideology: He has made it cool to want a carbon-emissions-free world. After several rocky years, Tesla began to hit its stride when the Model S, its all-electric luxury sedan, was named the 2013 Car of the Year by Motor Trend—the first time in the award’s 64-year history that its winner was not powered by an internal-combustion engine. Tesla’s next act, its upcoming Model 3, isn’t expected to ship until the end of 2017, but 373,000 customers have already plunked down $1,000 to reserve one. |
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Uber 创建时间：2009年| 总部：旧金山 很少有公司名称被当作动词用，而Uber几乎从一开始就成了动词。这家打车服务商从一个借助移动应用叫车的有趣点子，快速成长为一家当前估值近700亿美元的公司。尽管Uber的竞争对手遍布天下，但它“不惜一切代价争取胜利”，甚至经常叫板当地立法机构。这种态度帮助它在包括美国在内的很多市场建立起统治地位。如今，Uber的业务遍及70多个国家，而且不限于载客：它还送热餐，正在开发自动驾驶技术，并且梦想创建一个汽车满天飞的未来。 Venmo 创办时间：2009年| 总部：纽约市 在去年的6月至9月，近50亿美元通过热门支付应用Venmo汇出，用于支付各种费用，比如给房东支付租金，或是给朋友返还两天前聚餐的份子钱。这款应用让人们可以使用手机瞬时转账。作为斥资8亿美元收购Braintree交易的一部分，PayPal成为这款流行应用的新主人。Venmo最早的追捧者是年轻用户，他们喜欢Venmo的移动和社交元素，讨厌PayPal这样的“大品牌”。但如今，Venmo正在成为PayPal数字钱包组合中最闪亮的明星，其每年处理的资金直逼200亿美元。有了它，人们以后可能没法从朋友那里借到现金了。 位智 创建时间：2008年 | 总部：加利福尼亚州山景城 早在位智公司(Waze)于2008年成立前，导航系统就已存在（显然，我们评选的突破性品牌不一定是行业先驱），但通过独辟蹊径地提供由社区驱动，兼具趣味性和社交性的导航服务，位智迅速脱颖而出。这款导航系统可以帮助司机更新道路信息，比如何处施工，何处发生了事故，等等。2013年，已拥有热门地图应用的谷歌斥资10多亿美元，击败其他公司，收购了这家当时拥有5000万用户的以色列初创企业。现在，该公司已将总部迁到山景城，与Lyft开展合作，刚刚在湾区推出拼车服务，对共乘行业的影响力日趋扩大。
全明星品牌榜 我们要求受访者说出任意一个行业堪称突破性品牌典范的公司名称。苹果高居榜首，被提及次数是第二名沃尔玛3倍多。以下是排名前15位的品牌名称。 苹果 也许没有哪个品牌拥有像苹果那样的消费者情感共鸣，它的品牌建设和产品一样具有创新性。苹果在我们的排单中被提到的次数最多，甩开其他品牌好几条街。 沃尔玛 年营收近5000亿美元的沃尔玛，在《财富》500强排行榜上高居榜首。在消费者的印象中，这是个超级品牌。沃尔玛的高管一定会很高兴地看到，他们的排名比亚马逊高。 谷歌 谷歌的母公司或许是Alphabet，但这家搜索巨头的名字早在上世纪90年代末就成一个动词，在消费者心中享有崇高地位。 亚马逊 它激起了零售业所有竞争对手的恐惧，但对于这家经营一切的电商巨头，消费者似乎只有满满的爱。 三星 由于盖乐世Note 7手机爆炸及随后的召回事件，这家韩国电子消费品品牌的名声似乎变坏了，但在消费者心目中，其整体品牌的排名还是很高的。 微软 这家有41年历史的科技巨头一度步履艰难，如今在萨特亚·纳德拉的领导下，重新踏上崛起之路，消费者仍然给予它很高的评价。 丰田 危机算什么，2009年因意外加速而导致的大规模召回事件，已经渐渐被汽车买家遗忘。在全球性品牌榜单上，丰田一直名列前茅。 福特 这家有103年历史的公司是美国偶像级品牌，一直是可持续性方面的领先者。1948年推出的F-150皮卡是史上最畅销的汽车。 塔吉特 尽管竞争日趋激烈，2014年又遭遇信用卡信息严重外泄事件，但塔吉特的独特气质、对用户友好的商店和网站，以及低价格仍然在拨动着美国消费者的心弦。 可口可乐 还有比可口可乐更经典和更具标志性的品牌吗？它是独一无二的。今天，很多有理想的公司在打造品牌时仍在效仿它使用多年的营销手法。 耐克 这家体育巨头因“Just Do it”系列广告永远被世人熟知。该广告开始于1988年，和它的飞钩标识一样，至今仍然是其品牌的核心要素。 威瑞森 这家公司也许不如耐克的飞钩那样迷人，但它赢得了手机和宽带服务客户的赞赏。随着它逐渐转型为一家媒体巨头，工商界对它的赞赏也越来越多。 索尼 无论有没有黑客事件，索尼始终是受访者心目中一个占据主导地位的娱乐品牌。 本田 本田也许不如它的一些竞争对手有魅力，但在许多司机的心目中（以及在许多道路上），其主打产品雅阁和思域都是一种永恒的存在。此外，在跨界车领域，本田也获得了令人印象深刻的市场份额。 AT&T 出人意料地收购时代华纳公司，让这个最知名的电信品牌再次成为一家明星企业。 老品牌的新生 传统品牌并未死亡。看看苹果吧，它在我们的调查中被提及次数比其他任何品牌都多。或者，看看下面3个品牌，它们组成了另一个榜单——正在复兴的老牌企业。 迪士尼 自从艾莎公主于2013年出现在迪士尼第53部动画电影《冰雪奇缘》以来，这家好莱坞巨头接连推出多部叫好又叫座的电影作品。 李维斯 因坚持可持续性原则，并禁止客户带枪进店，美国最著名的牛仔服品牌赢得了如潮好评。 好市多 这家零售巨头是行业里业绩最好的企业之一，受到富裕顾客的喜爱。现在，它终于把经营重点转向电子商务。（财富中文网） |
UBER founded: 2009 | hq: San Francisco FEW COMPANIES EVER SEE their name become adopted as a verb, but for Uber it happened almost out of the gate. The ride-sharing startup quickly grew from a fun way to summon a black car with a mobile app to a business currently valued at nearly $70 billion. Though Uber has competitors around the world, its “win at all costs” attitude—including often rattling local lawmakers—helped it establish dominance in many markets, including the U.S. Today it operates in more than 70 countries and isn’t limited to shuttling people around; it also delivers hot meals, is developing autonomous-driving technology, and dreams of a future with flying cars. Venmo founded: 2009 | hq: New York City FROM JUNE to September last year, nearly $5 billion was sent through popular payments app Venmo for everything from sending in rent to your landlord to paying your friend back for covering for you at dinner the other night. PayPal inherited the popular app—which lets people send money to one another instantly from their phones —¬as part of its $800 million acquisition of Braintree. Venmo first drew a cult following among younger users, who liked its mobile and social elements and distrusted “bigger” brands like PayPal. But it’s now becoming the shining star in PayPal’s portfolio of digital-wallet apps, on track to process $20 billion a year—and to never let anyone mooch from his or her friends again. Waze founded: 2008 | hq: Mountain View, Calif. NAVIGATION SYSTEMS existed long before Waze came onto the scene in 2008. (If it isn’t obvious by now, a brand need not be first to be a breakthrough.) But its unique community-driven navigation service helped it stand out by making it fun and social for drivers to ¬contribute road updates, like alerts about construction or accidents. By the time Google—which already had its own popular mapping app—beat out other companies to acquire the Israeli startup for more than $1 billion in 2013, Waze had 50 million users. Now based in Mountain View, it’s growing its influence in the ride-sharing space, via a partnership with Lyft and its own nascent carpooling service in the Bay Area.
AS PART OF OUR METHODOLOGY, we asked respondents to name one company in any category that best exemplified a breakthrough brand. Apple topped the list—and got more than three times the mentions of the runner-up, Walmart. Here are the top 15. Apple Perhaps no brand has the emotional resonance of Apple, whose branding has been as innovative as its products and who tops our list for most mentions, crushing all others by a mile. Walmart It tops the Fortune 500 with revenues of close to $500 billion, and it registers high among consumers as a superbrand (higher, as the folks in Bentonville will surely be pleased to see, than Amazon). The parent company may be Alphabet, but it’s the search giant that became a verb way back in the late 1990s that’s king with consumers. Amazon It strikes fear in the heart of any retailer that competes with it, but consumers seem to have only love for the Everything Store. Samsung The South Korean consumer electronics brand has attained notoriety—not the good kind—for its exploding and subsequent recall of its Galaxy Note 7, but the overall brand still ranks high on consumers’ minds. Microsoft The 41-year-old once-lumbering tech giant is newly ascendant under Satya Nadella, and its brand still rates high among consumers. Toyota What crisis? The company’s mass recall in 2009 related to unintended acceleration seems to have receded in the rear-view mirror in car-buyers’ minds as the company consistently rates top among global brands. Ford The 103-year-old company is an iconic American brand and has been a leader in sustainability. Its popular F-150 truck, introduced in 1948, is the best-selling vehicle of all time. Target Despite increased competition and a major credit card hack in 2014, Tar-zhay’s quirky personality, user-friendly stores and website and low prices still hold a soft spot (or should we say a bullseye) in American shoppers’ minds. Coca-Cola What brand is more classic and iconic than Coke? Its Coke Is It! And other campaigns over the years are still modeled by aspirational brand-building companies today. Nike The sports juggernaut may forever be known for its Just Do It campaign, formed in 1988 but still, along with its Swoosh logo, a core component of its brand. Verizon It’s not exactly as sexy as the Swoosh, but Verizon has gained admiration among its cell phone and broadband service customers—and, increasingly as it has transitioned into a major media conglomerate, by the business world. Sony Hack or no hack, Sony is the dominant entertainment brand among our survey respondents. Honda It may not be as sexy as some of its competitors, but its workhorses the Accord and Civic loom large in many drivers’ minds (and driveways) and it’s staked out impressive claim of the crossover space. AT&T One of the best-known names in telecommunications, AT&T is also making its mark as a corporate star with its unexpected pending acquisition of Time Warner. TRADITIONAL BRANDS AREN’T DEAD—far from it. Consider Apple, which got more mentions than any other brand in our survey. Or consider these three brands that made our list—legacy names by any definition that are having a resurgence. Disney is in the midst of a hot streak that kicked off the moment Princess Elsa appeared on-screen in 2013’s Frozen, its 53rd animated feature. America’s most famous denim brand has won plaudits both for its sustainability principles and for barring customers from bringing guns into its stores. The retail giant is one of the industry’s top performers and is beloved by its affluent clientele. Now it’s finally turning its focus toward e-commerce. |
