Brand consultancy Interbrand has launched its inaugural Australian and New Zealand Breakthrough Brands report.
The report identifies rising companies that have a brand-led approach to growth and many that are seeing success on a global stage.
They are:
- Afterpay: Pay it in four
- Allbirds: Maximum comfort, minimum carbon
- Atlassian: Open work for all
- Canva: The people’s design platform
- DoseMeRx: Personalising medicine
- F45: Efficient fitness
- Koala: Personality-driven DTC furniture
- Modibodi: Undies that undo taboos
- MONA: The larrikin Louvre
- Movember: Changing the face of men’s health
- P.E. Nation: Stylish athleisure wear
- Sweat: Female-first fitness
- Thankyou: Products eradicating poverty
- Who Gives a Crap: Toilet paper that builds toilets
- Xero: A beautiful accounting ecosystem
And the Ones to Watch: Airwallex, Droneshield, Ethique, Inventia, Koh, MILKLAB, Rocket Lab, Sharesies, Heaps Normal, Sobah, Sunfed.
Interbrand Australia CEO Nathan Birch says the report highlights the brands that will disrupt the market.
"The brands that will impact future generations of Australians and New Zealanders and have the potential to appeal to a broader global customer base," says Birch says .
"Encouragingly, we've also unearthed some gems and reacquainted ourselves with some brands doing very well on the global stage already, that we don't hear about or celebrate enough as much as we should. These are the brands that are defining growth in particular sectors and are making it happen.”
Six themes of innovation emerging from the brands:
Built from a cult following
Breakthroughs aren’t always mass-market designed, but expand their relevance to an ever-growing audience, through quality and perceived limited appeal.
Commodity as a status symbol
Are toilet paper and mattresses the new luxury? Breakthroughs can shift perceptions, transforming such products into things we no longer hide from the world, but proudly share.
The Rise of the B-Corp
The more that we, as consumers, demand more responsibility from our brands, the more that the B-Corp becomes a viable business model––and Breakthroughs have largely led the charge.
Un-Capitalism
The old formula for many essentials was simple: sell more stuff. Breakthroughs regularly challenge that notion. What if we make less? What if we drive up quality and increase its lifespan?
Open-source generosity
The more organisations share and succeed, the more they learn for themselves. Breakthroughs understand and embrace such an approach.
Remodelling the category
Breakthroughs don’t think in category terms. They start by identifying a human problem to solve and ignore any perceived restrictions that may get in the way.
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