Google, Apple, Samsung, Amazon and Nestlé named most “inspiring” brands – Branding in Asia Magazine

Wunderman Thompson released his second “The Inspire Score: Top 100 2021”, a ranking of the 100 most inspiring brands in the world. The “Inspire Score” measures a brand’s “inspiration status” and reveals the attributes of the brand that fuel business growth through its ability to inspire people.

Google, Apple, Samsung, Amazon and Nestlé lead the list, for their “ability to connect people in new ways, to make people think differently and to uplift people’s lives to be better,” according to Wunderman thompson

Google has risen to the top of the rankings by continuing to “relentlessly focus on simplifying the customer experience and changing what is possible when it comes to using the world’s information to help us. to better navigate the physical and digital worlds, ”reads an ad from Wunderman Thompson.

They were followed by Apple and Samsung with Amazon at number four.

The “Inspire Score: Top 100” was first launched in 2020 as part of Wunderman Thompson’s global brand study, Inspiring Growth, which explores Why brands must be inspiring, How? ‘Or’ What inspiration stimulates growth and What brands can do to inspire their customers.

“Our research proves a strong correlation between inspiration and brand growth, which is why our annual list of the 100 Most Inspiring Brands is a powerful tool for brands big and small,” said Mel Edwards, Director world general of Wunderman Thompson.

“It demonstrates the power of inspiration in helping brands understand the changing preferences of people for the product, services and experiences they can design to spark their imaginations and motivate change. “

The 2021 ranking is derived from WPP’s proprietary BAV dataset, with 2020-21 data compiled from over 20,000 studies of 12,000 brands in 855 categories across 24 industries and 17 markets.

Key ideas

  • From soft drinks to luxury goods, major brands across all categories are well represented in the list, with high-tech brands constantly bringing new capabilities to consumers by taking the top spots.
  • Brands that have been particularly helpful during COVID-19 such as YouTube, Microsoft, Facebook, Netflix, WhatsApp, and Instagram are among the top ranked, reflecting our need to feel connected and entertained during the pandemic. Likewise, fast food brands such as McDonalds, Starbucks, Burger King and Domino’s Pizza are in the Top 50, demonstrating the desire of people to eat fast during times of lockdown across the world.
  • With the growing trend of ‘The Big Resignation’ following the shift in priorities and work arrangements that came with COVID-19, it’s no surprise to see LinkedIn in the top half of the list, entering the classification for the first time in 37th.

“Based on inspiration research in the field of motivational psychology, we found that the most inspiring brands scored high on three factors: Uplift (positively impact society, improve life people) ; Magnetic (making consumers feel like they are making a popular and exciting choice); and motivation (giving people a way to help them achieve their goals), ”said Neil Dawson, global director of strategy at Wunderman Thompson.

“Together, these inspirational factors have fueled growth. Top brands for 2021 – Google, Apple, Amazon, and Samsung – are making people think differently; prove that brands have the power to initiate change and make the world a more inspiring place.

“Inspirational” factors

According to the report, research shows that inspiration is a process. The one where the brand offers a new positive possibility for people they feel obligated
take advantage of. Based on inspiration research in motivational psychology, we’ve determined that inspiring brands score high on three factors:


We feel good when we think and act in
in an altruistic way. Successful brands demonstrate a positive impact on society and a caring approach to their own customers. This in turn creates the feeling that choosing them would help us be the kind of person we aspire to be. It is measured in our data set by looking at the scores of “cares about its customers”, “socially responsible” and “helpful”.


It is a testament to the social power of a brand by making us feel like we are making a popular and exciting choice. We derive the Magnetic Score using the scores for “leader”, “best brand”, “would recommend to a friend” and “gain popularity.”


Motivating says the brand is offering something different that will help you achieve your goals. The metrics that make up Motivating are “good value for money”, “high performance”, “simple” and “distinctive”.

Download the full ranking here.

Featured Image By Ahmed Shabana via Unsplash

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