Defining Brand Relevance

Visa is on a mission to win over the Millennials who think plastic is passé and use their phones for everything. It understands the need from consumers to use mobile devices to make payments and as such is doing its best to extend its relevance in a digital age, including adding Samsung Pay and expanding Visa checkout.

Boasting off-the-charts pragmatism with its ever-evolving search functions, maps and translations, Google is proving more indispensable to consumers than any other brand. By integrating itself into multiple aspects of our daily routines and with the rollout of Google Home, many are now finding it to be the butler they’ve always wanted.

Already nicknamed ‘the everything store’, Amazon is fast becoming ‘the everything, everywhere, every time store.’ Exceptional product accessibility, functionality and customer experience all converge to create a strong brand that consumers trust.

Giving us so many ways to settle up, people view Paypal as dependable and modern. It’s making great progress in pursuing its mission to democratise financial services for consumers and businesses around the world.

Britain’s favourite department store doesn’t stay that way by tradition, but by delivering a dependable and consistent experience. It keeps evolving its e-commerce and digital solutions, including a digital loyalty card, to make shopping easier. John Lewis is renowned for its polite staff, high-quality merchandise and - of course - those beloved Christmas ads.

Delivering unrivalled bath time inspiration, this famous English upstart earns endless adoration from fans for vegetarian, cruelty-free and inventive potions; from exploding bath bombs to soothing skin creams, all handcrafted with zany names and addictive fragrances. With its commitment to sustainability, Lush has a purpose in which we truly believe.

More than bricks and flicks, LEGO’s ability to create new entities - along with spinoff movies and video games - means it ranks highly in our inspiration metrics. The appeal of clicking those physical bricks together spans generations, but the pull is now digital too with the success of LEGO Life, a social network for kids to share their creations.

The connection gamers feel to this brand extends galaxies. The clarity of its message is clear: it’s a games machine, pure and simple. With its pure, sleek style many call Playstation the little black dress of gaming and with another year of killer sales under its belt it shows no signs of dying.

This is a brand that really cleans up! It's the most innovative British brand and one that has never rested on its laurels. Beyond its vacuum cleaning legacy, the hi-tech hairdryers have been a flyaway success; and how would many of us survived the UK heatwave (and those hot nights) without our trusty, bladeless Dyson fans.

Combining technology, cutting-edge designs and content, this fast-fashion giant has always been an early adopter, pivoting its model to adapt to anticipated consumer trends. ASOS is a truly multi-channel brand, allowing customers to shop via the web, mobile, its app or on social media.

At the forefront of driving innovation, Samsung is focused on what’s next as much as what’s now. It also sets itself apart in continuing to take a customer-first approach in how it communicates with consumers – in a jargon-free language we actually understand. Tablets, TVs, appliances and smart-home devices – all are winning plenty of awards and attention.

Non-stop innovation: whether it’s the consistent release of products that revolutionise the way consumers interact with technology, or in-store innovations surrounding payment, it’s no longer just about what you think about the brand along the path to purchase, but how you experience the brand at every touchpoint.