Apple is ‘the Beatles of all brands’, says Prophet

Apple leads the brand index once again

Apple’s brand appeal is resolute, with the latest Prophet Brand Relevance Index (BRI) research declaring the iPhone maker to be the “most relevant brand” for consumers. This implies the company remains deeply connected to its customers.

Apple is ‘the Beatles of all brands’

Apple, they said, is, “The Beatles of all brands.”

Explaining why, the report observes: “It continually proves that it is far more than just a phone, a watch or earbuds. With Ted Lasso-like charm, it smoothly delivers millions of songs, games and workouts to draw us into its always-inspiring ecosystem.”

What seems to be key in the latest Prophet Brand Relevance Index data is companies that provide personalized experiences and connect with people where they are.

After two years of pandemic mode, enabling consumers to engage with others even while isolated is a big priority, the index suggests. Look at the biggest brands – Apple, Peloton, Spotify, Bose, Android –all of these are personalized, tech-fuelled and help people connect even when they remain isolated.

“They provide opportunities for people to become part of communities with passionate individuals who have shared interests whether it is swapping their favorite Instant Pot recipes, playing PlayStation with fellow gamers or competing against friends about who can track the most steps on their Fitbit,” the researchers said in a press release.

A rare Apple retail sign

That human connection thing

The thing is, while human connections at best need to be authentic, or at the least feel very authentic, those connections are worth investing in.

Think about it. While the most relevant brands in the BRI make up 1% of S&P 500 constituents, they represent 10% of the index’s $17 trillion value. The researchers claim the top fifty BRI brands experience 133% higher revenue growth than other S&P 500 companies.

[Also read: Apple’s Secret Weapon is its Generation Z Brand Appeal]

Self-improvement and health/wellness are also emerging and important trends. Calm made a huge debut at 15. TED took ninth place, and a health company most outside the US called Teladoc Health made it into the top 25.

So, what are the top ten most relevant brands? According to Prophet, they include:

1. Apple
2. Peloton
3. Spotify
4. Bose
5. Android
6. Instant Pot
7. PlayStation
8. Fitbit
9. TED
10. USAA

Ellen Feiss is now an Art History PhD. And she got the connection.

What they said

“Whether it’s a wearable health tracker providing customers with personalized workout challenges and goals or a streaming service enabling users to create the perfect playlist, brands that put consumers in charge of how and when they engage win across the board,” said Marisa Mulvihill, partner and head of brand and activation at Prophet.

“Even as the pandemic subsides, preferences for user-led engagement are not going away. To stay relevant with consumers, brands will have to think about how they can put their customers in the driver seat and deliver personalized and customized experiences.”

Scott Davis, Prophet chief growth officer added:

“People are always changing, which means relevance is a moving target. Our Index includes frontrunners and underdogs, as these companies were able to read cultural phenomena like DIY, self-help, and pandemic exhaustion, and address these trends with their products and services.”

How it got this data

To achieve these insights, Prophet surveyed over 13,500 people to get their feelings around about 293 brands across 27 categories.

The results have convinced researchers that, at least for now, brands are finding success in our new normal by connecting with us as humans—by appealing to the head and the heart.

The brands that appeal primarily to our heads are problem solvers.  While brands that speak to the heart are customer-obsessed and distinctively inspired – turning consumers into fans, loyalists, and collectors.

What else did they find?

The research also shows some insights that might have longer term value.

For example, the top 25 brands strongly represent an aspect of home life. From Amazon to Costco, Instant Pot to Dyson, LEGO to Marvel, all can be seen to provide support in a pandemic reality in which the home is the center of popular perception.

There are signs of some restlessness and a desire to enter the world again.

Sephora (32) and Ulta (53) rose in relevance from the previous year. Planet Fitness (26) and Crossfit (48) were both ranked in the top 50 indicating a desire to return to in-person exercise experiences. Hospitality brand Hilton (58) jumped up the rankings and Ritz Carlton (81) made an impressive debut on the list signaling that people are ready to see the world again.

The most relevant brands provide a must-have service while delivering unforgettable experiences that make us feel alive.

“The top brands that consumers can’t imagine living without are relentlessly relevant. They are equal parts head and heart – solving everyday problems while making consumers feel delight and joy.”

We could all use a little delight and joy, I fear.

Good luck everyone.

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