Insights from the Top Ranked Brands
How the head and heart
shape brand preferences
"At Sony, our Purpose reflects our ambition to fill the world with emotion through the power of creativity and technology. To reinvent how we engage and stay relevant with our brand audiences, we continuously explore ways to infuse creative storytelling to be 'in the frame' during key cultural moments, to receive attribution for supporting creators, and to share our voice when it matters."
SVP of Marketing
Top 10 Brands
We measured relevance using the four pillars we've used since our Index began – customer obsessed, pervasively innovative, distinctively inspired and ruthlessly pragmatic. But this year, a new pattern emerged. As people navigate their new normal, we see that brands are increasingly appealing either to emotion or logic. They are making magic or solving problems, focusing more on the heart or the head.
Ever more personal
Never underestimate Apple's ability to inspire with devices, entertainment, health and fitness. But it crushes all others in matters of the head, too, led by these Fab-Four metrics: People call it the most modern brand. They say it's better than all competitors. It meets an important need in their life. And –cue the Ringo Starr drumroll, please–they can't imagine life without it.
This sophomore brand keeps showing its resilience and is our #1 “Heart” brand. It delights fans even amid supply-chain struggles, falling revenue and the reopening of in-person fitness centers. It's artfully handled lousy press, no thanks to "Sex and the City." People say its values align with their own, proving that sweat is the source of serenity for these exercisers.
The DJ that gets us
With 406 million active users, this brand keeps the hits coming, playing the soundtrack of our lives. It also earns respect as an engine of discovery, with innovative new-artist hubs. And even as it navigates podcast controversy, fans are stoked for its upcoming HiFi service, which promises CD-quality streaming to take us even deeper into the music we love.
Make the world melt away
There's a sound engineer in all of us, finding plenty to admire in this brand's headphones, speakers and over-the-counter hearing aids that self-adjust. Bose helps us take music everywhere–around the house, out of doors and on the road. Not only does it come in first of all brands in "delivers a consistent experience," it ranks as #2 in overall "Head" attributes.
The OS for Rebels
It takes an independent mind to commit to life outside Apple's ecosystem, and those on Team Android are outspoken about why they love it. It ranks nearly as high as Apple in overall "Head" scores and places second in the all-important "I can't imagine my life without it" attribute. Driving the commitment? An excellent user experience and enhanced security, all at a lower price.
Previous generations may have reveled in the joys of a slow cooker, but Instant Pot fans have a need for speed. It can do anything and in record time, from complex meat dishes to steamed vegetables. These quick-meal solutions provide reliable convenience in tumultuous times, making the appliance a no-brainer. No wonder it ranks first among all brands in "Makes my life easier."
Gamers' first choice
Despite widespread product shortages, PS5 is Sony's fastest-selling console ever, providing countless hours of endorphins to its many fans. Scarcity increased its allure, as console-hunting bots created a new kind of game. People love how it constantly finds new ways to engage, with epic titles like "Horizon Forbidden West."
Nudging. Not nagging.
Riding the self-improvement wave, this brand keeps expanding its role as health coach. When people strap on these smartwatches and fitness trackers each morning, they're no longer just counting steps. They value Fitbit's new self-care metrics, like mindfulness, relaxation, sleep and period trackers. It's an ally, helping them get healthier every day.
Ranked #1 in "Makes me feel inspired," TED offers thousands of talks on hundreds of subjects, making us smarter with every view. Many addressed the year's burning issues–helping children learn remotely, treating career burnout and navigating political differences. With distrust for media running high, TED–the only nonprofit in our top 25–is seen as a source of truth.
With banking, insurance, and investment products available only to the military community, USAA treats its 13 million members like respected colleagues, promising high-level security. While many financial brands chase meme stocks, crypto or NFTs, USAA offers solid common sense, delivered with dazzling digital precision. No wonder it ranks #1 for trustworthiness.
The BRI by the Numbers
More than 13,500 people in the U.S. told us about the brands they simply can't live without. The Index includes data on 293 brands in 27 categories. The survey is weighted back to U.S. Census Bureau data. See comparisons by age, gender, region and industry.
Generation / Age
"To stay relevant with consumers, brands will have to think about how they can put their customers in the driver seat and deliver personalized and customized experiences."
Partner, Global Head of Brand Strategy & Activation
Don't Miss Out!
Make sure to check out the full Index for the complete list of brands that consumers simply can't live without.