Can the world’s biggest brands survive the web’s next big evolution?

Connect is both the lifeblood of capitalism, and its most volatile competitive field. In this Arena, the mightiest of brands compete – in a state of near permanent transformation – to be the primary point of connection between people, between things, and between people and things.

Apple, Alphabet, Microsoft, Meta and Amazon (and their subsidiary brands) dominate this arena: these five companies have a combined brand value of $1.16bn – just over 40% of the total value of the top 100 Best Global Brands.

The cumulative brand value of just these five businesses today is five times greater than the whole technology and connection sector 20 years ago.

Extraordinary Value

$56,858M

vs

$15,512M

Connect brand are on average 72% more valuable than others

Fastest Risers

14%

vs

9%

Average brand value growth of Connect brands compared to all other brands, YOY

Biggest Players

$1,535,162M

vs

$1,132,362M

Total brand value of the 27 Connect brands vs all other Top 100 brands in total

Outsized Growth

20%

vs

8%

Total brand value change for Connect brands vs any other brand

It’s almost impossible to imagine a world in which they don’t dominate.

Almost…

Over the next 100 years, humans will experience the equivalent of 20,000 years of technological advancement.

In the Decade of Possibility, changes that once took decades will happen in years – or even months, driving a revolution in the ways people and things Connect.

What does this mean for brands?

Everything…


2021 – $1,160m Cumulative Brand Value

As new technologies emerge, brands undergo wave-upon-wave of relevance crisis.

Consider the companies that dominated in the Web 1.0 economy. AOL, Yahoo!, Sun Microsystems, Nokia, Motorola and Sony Ericsson have all disappeared from Interbrand’s Best Global Brands ranking and, in some instances, from our lives altogether.

Once upon a time, life without your Blackberry or your Nokia was unimaginable. Now? Not so much…

The Drop Zone

Dropped from Grid:
2012

$6067m
Highest Brand Value

#55
Highest BGB Ranking

Dropped from Grid:
2004

$4495m
Highest Brand Value

#58
Highest BGB Ranking

Dropped from Grid:
2015

$35942m
Highest Brand Value

#5
Highest BGB Ranking

Dropped from Grid:
2013

$13231m
Highest Brand Value

#21
Highest BGB Ranking

Dropped from Grid:
2017

$6779m
Highest Brand Value

#62
Highest BGB Ranking

An analysis of Best Global Brands demonstrates the risk in an evolution of digital infrastructure. Each of these Web 1.0 brands dropped out of Best Global Brands Top 100 in the transition to Web 2.0.

Is your brand ready
for the evolution to Web 3.0?

As Web 2.0 cedes its power to a new, decentralized and immersive version, brands are presented with a near existential risk to relevance and a fierce and fluid competitive landscape.

Best Global Brands, like Apple, offer us a masterclass in sustaining relevance and growth by moving seamlessly across arenas to drive growth.


Three Essential Reads

ESSENTIAL READING

Web 3.0: The Existential Relevance Risk

Manfredi Ricca
Chief Strategy Officer

ESSENTIAL READING

Modelling Capability and Experience

Andrew Stewart
Connect Arena Lead, Senior Director, Strategy

ESSENTIAL READING

Positive Human Energy: A New Model for Human Connection

Bill Alberti & Franco Bonadio
Managing Partners, Interbrand Human Truths

ESSENTIAL READING

The Cultural Forces Shaping Connect

We use an AI-powered intelligence platform that quantifies and predicts culture, to help brands stay ahead of evolving customer expectation. We can master any shifting landscape by understanding the past and current zeitgeist of a trend, and mathematically predicting its future with a 85% accuracy, using uses a robust data pipeline of cultural signals.

In partnership with

Essential Reading

Web 3.0: The Existential Relevance Risk

Manfredi Ricca
Chief Strategy Officer

Modelling Capability and Experience

Andrew Stewart
Connect Arena Lead, Senior Director, Strategy

Positive Human Energy: A New Model for Human Connection

Bill Alberti & Franco Bonadio
Managing Partners, Interbrand Human Truths

Insider View

Embracing Ethics: Four Principles for Navigating Ethical Brand Leadership

Christopher Nurko, Chief Innovation Officer, Interbrand Group

Privacy and Security: A Matter of Brand Trust and Competitive Advantage

Gonzalo Brujó, Global President, Interbrand Group

5G Trends from Korea

Eunice Min, Chief Contents Officer, Interbrand Seoul

Enter the Metaverse

Gonzalo Brujó, Global President, Interbrand Group

From Captive to Captivated: Why the Brands in the Business of Connection are Getting it Wrong

Manila Austin, Vice President, Research & Innovation, C Space

Expert Interviews

The New Standard for Connectivity

Tobin Richardson, CEO, Connectivity Standards Alliance

Transcending Borders through Constant Reinvention

Michelle Crossan-Matos SVP, Chief Marketing & Communications Officer, Samsung Electronics America

Driving Digital Innovation: How Cisco Pioneers Customer Connectivity

Liz Centoni, EVP, Chief Strategy Officer & GM, Applications, Cisco

Relevance, Disruption, Emotion: How Liberty Global has Reshaped its Boundaries for Nearly two Decades

Sylvie Verbruggen, Managing Director, Consumer Strategy, Liberty Global

Technologists want Star Trek, People want a Mother. A Human Core to Innovation

Lucia Komljen, Former Insight and Innovation Strategy Director, Telefoncia

Interbrand
Arenas

Culture evolves, customer expectation shifts.
Someone is already rethinking your category.

In partnership with