Wunderman Thompson Reveals The World’s 100 Most Inspiring Brands, As Google Tops The List
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 study proves that inspiring brands are able to grow their market share more quickly and charge a higher premium for their products and services than their competitors.
Google once again takes the top spot as the Most Inspiring Brand in the World today. Apple, Samsung, and Amazon remain in the top four for the second year running, cementing their position as powerful inspiration engines thanks to their ability to place themselves at the centre of people’s lives – and stay there. Colgate has taken the fifth spot for 2022 as they strive to reimagine a healthier future for all people, their pets, and our planet.
World’s top 10 most inspiring brands are:
- Apple
- Samsung
- Amazon
- Colgate
- Nestle
- Dove
- YouTube
- Nivea
- VISA
Mel Edwards, global chief executive officer at Wunderman Thompson, said: “As the world’s foremost researcher on inspiration, we have again proven that there is a strong correlation between inspiration and brand growth. 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 added: “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. Google, Apple, Samsung, and Amazon have once again scored highly given their ability to elevate consumers, make them feel like they’re making a popular, exciting choice, and motivate them to accomplish their goals, but 30% of the Top 100 Most Inspiring Brands in the World for 2022 were not in the Top 100 last year. 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:
- There have been strong gains for mobility brands such as Tesla and Uber as the world has opened up again post-COVID, with a large number of automotive brands also featuring in the Top 100
- Social media brands have also seen gains, showcasing their role in animating people’s lives and social interactions – physical as well as virtual. The inspiring power of brands such as Instagram and WhatsApp also continue to grow, with TikTok making the Top 100 for the first time this year
- Streaming brands continue to inspire, too. Netflix is now in the Top 20, and Disney+ is a new entrant in the Top 100 – out-inspiring even its master brand
- Impulse brands have done well, perhaps because life is becoming a bit more spontaneous again, and beer, spirits and treats have all risen
The ‘Inspire Score: Top 100’ was first launched in 2020 as part of Wunderman Thompson’s global brand study, Inspiring Growth; the world’s largest ongoing research project into inspiration. This explores why brands need to be inspirational, how inspiration drives growth and what brands can do to inspire their customers. Meanwhile, the annual list of the Top 100 Most Inspiring Brands in the World tracks and analyses the brands that are best at inspiring their customers; revealing how inspiration affects a brand’s ability to drive growth in market share and command a price premium.
Latest News
X Defends Record On Removing Child Abuse Content As It Promises A Safer Environment For Advertisers
B&T warns this article references the murky & sordid world of online child abuse. Plus, the murky & sordid Elon Musk.
Thursday TV Ratings: Seven Just Beats Nine With The Chase Coming Out Top
Is there a study into the correlation between Thursday's diminished TV numbers & the increased sale of pub schnitzels?
Indie Agency Communicado Raids Thinkerbell For Its Two New Associate Creative Directors
Thinkerbell duo depart for rival agency Communicado. Leaving speeches were said to be convivial but restrained.
“Utterly Irresponsible!” Sportsbet Slammed For Near-$20m Marketing Blitz As Gambling Ban Approaches
Smokers have been picked on for 30 years, now it's time for the gamblers. And the drinkers should start getting nervous.
Casella Appoints Dig As Creative Agency On Yellow Tail Wine
There's three givens at B&T's Friday staff drinks - the Yellow Tail, the Cheezels and the incessant bickering.
Seven Prioritises The Matildas Over The News AND The AFL In Extraordinary Decision Ahead Of The Women’s World Cup Quarter Final
Scott and Charlene's wedding now under serious threat as Saturday's Matilda's game threatens to smash all TV records.
News Corp Earnings Down Across The Board Despite Jump In Subscribers
Rupert can't find a coin for his ALDI trolley as News Corp earnings drop calls for renewed round of belt tightening.
Despite The Outrage & The Bans, The Sports Bet Category Remains Adland’s Zaniest (See This!)
The Guardian may no longer be running sports bet advertising, but as you'll read here, B&T has far less morals & ethics.
Last Chance To Buy Tickets For This Year’s B&T Women In Media Awards!
B&T's not giving away too many secrets to the Women In Media Awards suffice to say two words - chocolate and fountain.
The Trade Desk, Magnite & LiveRamp Deliver Growth, PubMatic Flat In Q2 Earnings
B&T's calling this your Q2 earnings wrap. We even considered wheeling out "must read" to help it along a bit.
Cinema Chain Spoofs Classic Movies In Wonderfully Funny Work To Entice People Back Into Theatres
Call it the Barbenheimer effect, but cinema's suddenly cool again. Yet, absolutely no uptick whatsoever for drive-ins.
Mediabrands Launches Internship Program For Aspiring Media Professionals
Mediabrands are on the lookout for young, enthusiastic go-getters for its internship program. But then, aren't we all?
Nike Celebrates The Matildas & Young Aussie Female Athletes In New Work By Conscious Minds
In what can be best described as a rare treat, it's a localised Nike ad. Kinda like finding the milk's not out of date.
Why Your CX Technology Should Focus On Connections
This expert opines it's not about your newfangled tech stacks, it's about your customers. Even the ones you detest.
WPP & Optimizely Partner To Bring Informed Digital Experiences To Brands & Consumers
Often think WPP's a 'canary in the coal mine' for industry trends? Well, avoid the black lung reading this latest.
Dylan Alcott & Hnry Team Up To Relieve Aussie Sole Traders Of Scary Tax Admin
Can the effervescent Dylan Alcott make tax admin even remotely interesting? Watch as he gives his best shot here.
D&AD Shift With Google Sydney Announce Class Of 2023
Need to poach some hot young agency talent? Poach away here, but just don't rat on B&T for the heads up.
Digital Media Agency Bench Rebrands To The Digital Disruption Agency
You could say Bench has been benched, as agency rebrands to the Digital Disruption Agency.
Seven Appoints Indie Creative Agency Emotive To Reshape Broadcaster’s Brand
Seven planning a brand zjoosh and spring clean. Although the offical corporate red and the number 7 is off limits.
Elon Musk Says The ABC Prefers “Censorship-Friendly” Social Media
It appears the ABC's found a new enemy in Elon Musk. However, News Corp remains entrenched at the top of the enemy list.
Wednesday TV Ratings: The Chase Just Beats The Block To Entertainment Win
Nine wins Wednesday night. However, Seven tells rival you'll get that and more come Saturday's Matilda's match.
B&T’s Best Of The Best Technologists, Presented By Finecast, Part Of GroupM Nexus
Somewhat ironically, this top 10 technologists list wasn't written with any help from ChatGPT or AI whatsoever!
Former Woman’s Day Editor Fiona Connolly Appointed Head of News’ Lifestyle Network
You could say ink runs in the veins of women's magazine veteran Fiona Connolly. And sponge cake recipes.
X Adds Brand Safety Tools In Bid To Bring Back Ad Dollars
Elon back contemplating the colonisation of Mars after finding this whole Twitter thing one huge headache.
ACMA Rules Kyle Sandilands’ Monkeypox Comments Breached Decency Rules And Were Offensive To Gay Men
Watchdog rules Kyle offended gay men. Punishment includes listening to Barbra Streisand & Céline Dion CDs on repeat.
Ozzy Osborne Bites Off More Than He Can Chew With Banned PlayStation Ad
Ozzy Osborne continuing to surprise. No more so than the fact that he's actually still alive and kicking.
Swisse Wellness Wheels In the Celebs To Stop Late Night Doom Scrollers
Is your sleep routine two Quaaludes and a swig from the sherry bottle? There's tips here for a more blissful night.
“All Good Things Must Come To An End, Well This One Barely Got started!” Jerker Fagerström Quits Thinkerbell After Eight Months
Thinkerbell fridge sans all smörgåstårta & pickled herring as Jerker Fagerström heads for the utgång (exits).
Footballing God Cristiano Ronaldo Bumbles His Way through New Work For Fan App Zuju
This ad proves Cristiano Ronaldo is just one of the guys. Just a filthy rich one of the guys, that is.
Samsung Ads’ Marj Hetherton On Why CTV Is The Most Exciting Area Of Advertising
Samsung Ads' Marj Hetherton says CTV is the most exciting area of advertising. That and nine-hour client lunches.
CommBank Matildas REMOVES Tim Tam TikTok Following B&T Story
If Tim Tam's marketing team wants to send B&T some freebies for this free press we'll take any flavour but mint or dark.
Tinder’s New Global Campaign Says Online Dating Need Not Be An Unrivalled Hell
If there were truth in advertising, these spots would feature a drunk bloke with poor hygiene who lives with his mother.
ADMA Adds New Speakers For Upcoming Global Forum
ADMA confirms speaker line-up for upcoming Global Forum. Also, 300 arancini balls locked-in for the networking drinks.
IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts
The IMAA census is like a finger on the pulse of Australia's adland. And we all need a solid finger now and then.
Prestige Brands Targets Gen Z With Racy Billie Eilish Perfume Ad Via Spark Foundry
Billie Eilish the latest celeb to release a fragrance. Meanwhile, B&T still waiting on an Angus Young eau de toilette.
The Australian Women’s Weekly Celebrates Its 90th Birthday
The Weekly celebrates its 90 birthday. B&T believes the first-ever copy is still in our GP's reception.