The brands in this year’s report include OpenAI, Neko Health, Zepeto, Betterhalf and Fishwife
Interbrand has launched its 2023 Breakthrough Brands Report—with the metaverse, AI, and sustainable tech brands leading the way in disrupting the global market, shifting our understanding of the world, and shaping consumer behaviour.
Interbrand’s Breakthrough Brands 2023 Top 12
In partnership with Vox Media, Interbrand’s influential Breakthrough Brands Report has revealed the 30 most innovative brands that are breaking through a crowded landscape and building bold identities rooted in a clear vision. The top 12 names, in particular, are making iconic moves to become the next generation of legacy brands.
Interband has identified an additional 18 brands which represent the emerging trends across evolving beauty and wellness, merging sustainability and style, shaping new tastes around food, and brands that are bringing a next-gen approach.
This year’s report has grouped brands into ‘Arenas,’ each of which outlines the core human needs and cultural shifts brands are equipped to deliver against. Today’s brands have infinite potential to expand and evolve—they no longer fit into just one category or industry.
The brands in this year’s report include OpenAI, which gained 1 million users in just five days via ChatGPT; Neko Health, an affordable health-tech experience from Spotify founder Daniel Ek; Zepeto, Asia’s largest metaverse platform; Betterhalf, a matrimony app used by 100 million professionals in India; and Fishwife, a chic canned fish brand.
Interbrand’s Breakthrough Brands 2023
This is the 6th edition of the report, which in previous years has successfully predicted challenger brands set to become famous names and achieve impressive growth, including Mythical Games (2022), Athletic Brewing (2021), Maven Clinic (2020), Slack (2017), and Headspace (2016).
For the second consecutive year, more than 50% of 2023’s Breakthrough Brands have founders or C-suite members who are women or people of colour.
The three emerging trends from this year’s Breakthrough Brands report are:
- Brands have sharper identities: Brands need to know who they are and have a clear stance on their purpose. Brands including Fishwife and CAKE have maintained a clear set of convictions and beliefs from the outset to create a strong brand.
- Brands are looking to engage with customers in the new world of AI and the metaverse: Brands such as Obsess and Zepeto are experimenting with new and exciting ways to connect with consumers online. Interbrand’s research with Vox Media found that when an AI tool is paired with a specific objective, such as eating well, interest increases dramatically.
- Brands are working in new ways to differentiate themselves in a crowded market: The world has become overpopulated with brands, making it difficult to break through. To become a differentiator in a saturated market, brands need to bring something new to the table. Brands such as OpenAI and Eight Sleep are providing consumers with offerings that reshape the way we live.
Daniel Binns, Global Chief Growth Officer and CEO, Interbrand New York, said, “This year’s analysis of brands represents what’s happening in society and culture today. Most industries are becoming crowded, with a multitude of brands providing similar things. Brands making bold moves to stand out have the best chance of being successful.”
Pawan Gupta, Co-founder and CEO at Betterhalf, said, “Being nominated as one of Interbrand’s Breakthrough Brands is indeed a proud moment for Betterhalf. We’re going beyond traditional matchmaking apps by supporting our users to make strong emotional connections and using advanced AI algorithms and extensive verification. We’re honoured to be recognised for our distinctive approach to helping urban professionals in India find their perfect match.”
Ashish Mishra, CEO, Interbrand India and South Asia, said, “Breakthrough brands use technology better. Technology helps understand customers better, and address their needs better and faster. As an Indian breakthrough brand, Betterhalf is boldly attempting to deploy technology to benefit a mainstream societal need and showing promise.”
