Google, Apple, Samsung and Amazon are the most inspiring brands in the world according to Wunderman Thompson’s Inspire Score: to Top 100 2022.
Entering its third year, the Inspire Score is the agency’s ‘proprietary diagnostic tool’ which analyses brand attributes that fuel business growth through their ability to inspire people. According to the study, inspiring brands grow their market share more quickly and charge a higher premium for their products and services in comparison to their competitors.
While Google, Apple, Samsung and Amazon take the top four places for the second year running, Colgate cemented itself in fifth spot for 2022 as the brand strives to reimagine a ‘healthier future for all people’.
“As the world’s foremost researcher on inspiration, we have again proven that there is a strong correlation between inspiration and brand growth,” Wunderman Thompson global chief executive officer, Mel Edwards, said.
“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.”
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Social media brands are also said to be inspirational, with TikTok making the top 100 for the first time this year and Instagram and WhatsApp continuing to grow.
Netflix has also entered the top 20 and Disney+ is a new entrant into the top 100.
Wunderman Thompson global chief strategy officer, Neil Dawson, 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. Some 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.”
