In Brand Keys' "Most Innovative Tech Brands" report, Patagonia took first place.
Digital technology has enabled brands to reimagine the customer experience by making it more personalized and interactive. However, as the Brand Keys survey shows, consumers are quickly adapting to new standards, and what might have seemed innovative a year ago will become familiar this year. And brands that were considered innovative yesterday may already lose this proud title today. At the same time, rising consumer expectations are opening up new opportunities for lifestyle and commerce brands.
The rating was created on the basis of consumer surveys. 40% brands featured in this year's report are included for the first time. And there is nothing surprising in the fact that the top brands are represented by far from the most famous names. In addition to Patagonia, it includes brands such as Shopify, Truepic, Square, Sephora, Unmade, Peloton, Intuit, Duolingo, Oatly and Salesforce. Only three brands - Patagonia, Sephora and Salesforce - are not young, while others mostly fall into the category of newcomers, which does not prevent them from “shaking up” the established foundations. Interestingly, the brands that fell in the rankings included much more famous names like YouTube, HBO, Uber, Lyft, Tesla, GM, Airbnb and LinkedIn. The compilers of the rating noted that they began to show less and less activity on the innovation front.
Amazon and Apple were also named the Most Predictable Innovators, CVS Health was named the Leading Lifestyle Innovator, and Slack was named the Leading Commerce Innovator.
Appearance in the list of innovative technology brands Patagonia emphasizes the importance that consumers attach to brands that are not just doing business, but also associate meaningful business with it and generally make the world and people a better place. Thus, Patagonia is constantly engaged in the cause of environmental conservation, even if using potentially controversial methods for this. Brand actions allow people to take a different look at the world around them and start treating it more carefully. The company has found new ways for consumers to save money and save the planet. I would like to believe that other brands will follow the same path.