How to Build a Relentlessly Relevant Brand

When we looked at the highest performers, we observed that they have five ways of how they are continually reinventing themselves.


Our clients have often asked for our perspective on the value of the existing brand rankings. And while there are several other brand lists and rankings out there today, none speak directly to consumers to find out which brands are the most indispensable to their lives – the ones consumers simply cannot imagine living without.

We created the Prophet Brand Relevance Index™ to help business and brand leaders measure the relevance of their brands, and provide them ways to improve it.

Defining Brand Relevance

Relevant brands make bold moves that amaze customers, push competitors out of consideration, and – at times – define entirely new categories and markets. And they do it while remaining unwaveringly authentic to who they are. Those companies that have built relentlessly relevant brands generally have four common characteristics: