10 Brands That Should Have Made the List


Interbrand has released their 2015 report of the top 10 most valuable brands in the world. Apple and Google topped the list, and brands like Amazon, McDonald’s, and Coca-Cola rounded out the rest.

According to Forbes, the ranking for the Interbrand 2015 Best Global Brands Report, “is based on a combination of the brands’ financial performance, the role the brand plays in influencing customer choice, and the strength the brand has to command a premium price or secure profit.”

At Brandfolder, we admire the branding strategies of Google and Apple. However, reports like these often overshadow the accomplishments of smaller, lesser-known brands.

Because we think all brands should shine, we created a new way to determine what makes a brand valuable. Our list is based on a brand’s commitment to innovation, as well as their ability to make people’s lives healthier and more efficient.

Without further ado, here’s Brandfolder’s report of the top 10 most valuable brands in the world right now.

10. Blue Apron

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From doggie care packages to monthly fashion kits, you can find subscription boxes in almost every industry. So, it was only a matter of time before meal delivery boxes began to emerge. With an affordable monthly plan and meal customization options, Blue Apron is one brand that’s making dinner easy in a chaotic world.

Blue Apron’s generous meal invitation program lets current patrons send free meals to their friends, which boosts customer loyalty and brand reach in an organic way.

9. The Honest Company

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With enough power and fame, any celebrity can launch a lifestyle company. But how many of these style brands are actually making a difference in the world? Enter The Honest Company, a home goods and style brand created by Jessica Alba just three years ago.

The Honest Company creates safe, non-toxic products that promote a more sustainable and environmentally healthy lifestyle. The best part? These products are totally affordable, and you can find them in major retail stores.

8. JetBlue

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JetBlue is one airline brand that offers strong customer service and travel perks. Their new website, “Flying it Forward” chronicles JetBlue’s most recent initiative. This program gives good samaritans the chance to make a difference anywhere in the world.

So far, JetBlue has helped numerous people realize their dreams of doing good. Some examples of these trips include sending a teacher to California to conduct research on the drought, and flying a young girl to Seattle to “spread kindness” in memory of her late best friend.

7. Etsy

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Etsy has always done a superior job of telling stories about the products they sell and the artists who create them. The craft site went public earlier this year and is seen as ETSY on the NASDAQ stock exchange.

Etsy provides artists with a medium for making substantial profits off their work. This e-commerce site has revolutionized the way people create, sell and buy handmade goods.

6. REI

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Since REI first opened its doors in 1938, the co-op has delighted outdoor enthusiasts everywhere. Their popularity is all due to their high-quality products and excellent customer service. While other outdoor brands struggle to stay relevant to millennials, REI excels. They leverage social media platforms like Instagram to tell stories of adventure and wanderlust.

In addition to donating millions of dollars to global conservation efforts, REI’s unique membership program — which offers annual dividends on purchases and a share of the co-op’s profits — helps build lifelong brand advocates.

5. Panera

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Consumers know Panera for its delicious bread bowls and fresh pastries. Yet, the company is making big changes with the launch of Panera 2.0.

Panera 2.0 has a new mobile ordering app, which lets customers order food up to five days in advance. Panera also lets consumers go beyond the traditional menu and customize their meals. This new feature also improves Panera’s kitchen, as its chefs have to be more punctual.

4. Noosa

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Ah, Noosa. It’s that yogurt (or yoghurt, as the Aussies say) that you just can’t seem to get enough of. After only five years in business, Noosa is set to generate $100 million dollars by the end of this year. How do they do it?

This Colorado-made product includes whole milk, a touch of honey, and fruit puree. Noosa’s velvety texture comes in imaginative flavors like pumpkin and strawberry rhubarb.

With combinations like that, it’s not hard to understand the company’s success.

3. Lush

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Lush leads the way in branded social activist campaigns and eccentric, colorful products. This all-natural UK-based cosmetics brand has exploded in popularity in recent years. The brand uses all-natural ingredients and forgoes packaging for a sustainable “naked” look.

By continuing to break down barriers through bold advertising and nontraditional ingredients, Lush stands out from other cosmetic brands.

Our interview with Lush’s Brand Manager, Brandi Halls, explains Lush’s deep commitment to ethics.

2. Casper

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Determining the quality of a product purchased online can be a major challenge. That’s why we are so excited to discover Casper. This mattress brand offers a 100-night trial and a 10-year warranty for only $850.

This USA-made mattress underwent 9 months of testing before it hit the market. The brand promises that Casper mattresses have the perfect level of firmness to guarantee a perfect night’s sleep.

Did we mention that there’s free shipping on all orders? We might just have to order one right this second!

1. Stumptown Coffee

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This Portland-based coffee company opened its doors in 1999. Stumptown is famous for its innovations in cold-brew coffee, which is an international sensation for hipsters and corporate professionals alike.

Stumptown earned number one on our list because of their recent acquisition (they’re now owned by Peet’s Coffee). Stumptown believes the two brands will keep their brand values and operate as independent businesses. The power of Peet’s will help Stumptown grow and flourish as they expand to different markets across the globe.

Could you imagine a more perfect brand partnership?

For more tips on great branding, check out the top 3 branding trends of 2015 and the surprising truths behind 5 common branding myths.

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