25BRANDS THATMATTERNOW

The companies that consumers love to love because they stand for something more than merely what they sell

Hottest. Coolest. Biggest.

Newest. These are the qualities most often celebrated in the lists of top brands put out by agencies, analysts, and media outlets. Although those attributes often correlate with success, we have always taken a wider view. What does a brand mean? More than ever, companies have the power to connect deeply with people and bring about change. They can influence the direction of larger culture and make an impact on the way other businesses think and operate. We decided to highlight the brands that truly matter most right now. Since what “matters” can be subjective—and somewhat intangible—we started by gathering input from our Most Creative People in Business community. We asked them to apply four criteria: brands that are recognizable, deliver a quality product, make a positive difference in the world, and push their industries forward. Then our own editors analyzed the results. Most important, we wanted to identify those brands that are leading with courage and confidence in a fast-changing and uncertain environment. Some brands react to disruption; these are the ones driving it, creating a world of the future that is impossible to ignore.