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Brief Published: 12 Sep 2018

2018 Brand Relevance Index: Shift to ‘User’ Mindset

Apple & Lego rank highly in the 2018 Brand Relevance Index

For its latest Brand Relevance Index, global marketing agency Prophet surveyed more than 12,000 consumers to discover the best-loved brands in the US, UK, China and Germany. The report highlights how marketers must shift away from a 'customer' mindset, to a 'user' mindset.

Apple is the number one brand in the West (Alipay rules in China), with the likes of Amazon, Netflix, Lego and Spotify all featuring in the top 10. For Prophet, the core strategy that links the most successful brands is a mindset shift away from treating people as buyers, and instead thinking about how to use marketing to curate communities for users.

"In the Lego Ideas online forum, for instance, users can voice ideas for new, innovative products, while PlayStation has opened up a digital community for gamers to connect with dedicated channels and a virtually unlimited capability and scale in user-generated content," the report states.

By focusing on creating user communities rather than driving customers down traditional sales funnels, marketers can build stronger relationships. This strategy is particularly crucial in attracting new consumers to your brand. "Initially, users might not even yet be customers," the report explains. "But the more data that is collected from these user bases, the more scope brands have to improve and develop other potential revenue opportunities, enticing engaged users to purchase."

Community-centric commerce is something we explore in more detail in Branding Change: Lessons From New Disruptors and SXSW 2018: Take Back Control of Your Brand. We'll be taking a closer look at community-building in our upcoming Macro Trend, The Kinship Economy.