Top 10 most influential brands chosen by the Zappi team and other brand experts

Why are brands like Nike, Uber and Tide household names? Why do these brands represent entire sneakers, rideshare and laundry detergent categories? 

People are busy and don’t want to waste time and money on things that don’t meet their expectations. Which is why, according to Zippia, 83% of shoppers prefer to buy from brands they trust. 

But as a marketing professional, you might wonder if there’s a playbook you can follow to help your brand stand out and become as influential. 

One of the things each of these brands has in common is plenty of brand equity.

Investopedia describes brand equity as “the value premium that a company generates from a product with a recognizable name compared to a generic equivalent.” 

In other words, trust. 

Influential brands capture market share because they’ve built trust. They have a strong story that captures the buyer’s emotions and the product is consistent. For example, when you buy Nike, you know you’re buying sneakers that stand for achieving excellence.

It takes time and experimentation to become an influential brand. It also takes a lot of customer insight and innovation. Powerful customer innovation tools like Zappi’s idea screening and concept testing help brands tap into what their customers want and deliver accordingly. 

To demonstrate this power in action, we compiled a list of ten influential brands with expert insights from the Zappi team and other brand experts.

The most influential brands understand their audience. They aren’t afraid to push the envelope in specific marketing campaigns, and they always stay in communication with their customers. Their willingness to understand their market and test ideas is part of what makes them influential. 

Gather inspo from these influential brands for your brand: 

1. Nike 

Everyone knows the famed Nike swoosh and the “Just Do It” tagline from the 1988 campaign of the same name. Nike’s innovation and commitment to market research have kept them at the top of influential global brands for over a decade.

SGB Media reports on active lifestyle brands and reports that Nike remains at #1 out of a list of 50 valuable clothing brands, outperforming brands like Lululemon and Adidas. 

Nike has spent decades pursuing tech innovation with ergonomic designs and shock-absorbing materials. Famous athletes as spokespeople add credibility. Then, there are the ad campaigns. 

Take the recent “Am I a Bad Person” campaign for the 2024 Paris Olympic & Paralympic Games. 

It turns Nike’s positive message of “Just Do It” on its head by showing accomplished athletes scoring points and winning while a narrator asks, “I’m single-minded. I’m deceptive. I’m obsessive. I’m selfish. Does that make me a bad person?” 

The ad flashes, “Winning isn’t for everyone,” with the Nike swoosh. “This ad does what so many of the best creative works do: it makes you think, and it provokes discussion. Along the way, it keeps a brand top of mind.”  Nataly Kelly, Chief Marketing Officer at Zappi. 

Nike has a history of evoking strong emotion with its ads. You might remember the controversy around Colin Kaepernick, the NFL quarterback who took a knee during the National Anthem to protest police violence against minorities. Nike partnered with him to create a series of ads in keeping with their brand that represents motivation and inclusivity. 

Nike’s ads consistently encapsulate their core inspirational message and resonate with their core demographic. 

2. Tide 

The popular stain remover also dropped an Olympic Games-themed ad this year.

Entitled “Stains Happen to the Best of Us,” the ad connects with the disappointment we’ve all felt after dropping jelly, ketchup or other foodstuffs on our clothes. It turns out that even well-known Olympic athletes share this experience with the rest of us! 

Sinead Jefferies (FMRS), SVP at Zappi and past chair of the Market Research Society (MRS) shares:

“Love this! It's a great use of the athletes in a way that doesn't feel as contrived as some sports-related advertising can do. And I think the laddering up from the girl with her sandwich to Carl Lewis is done really cleverly to reinforce that relatability.”

In the 2018 Super Bowl, there was ‘Every ad is a Tide ad” when the laundry detergent ran a montage of scenes that could have been a car commercial, beer ad, or even insurance, but nope, they were all Tide. Why? Clean clothes. 

Tide does a great job of reminding us we all want clean clothes. And a great job of keeping their name top of mind. 

3. Snickers 

“Welcome Aboard the Hungry Skies” is the latest in a long series of ads positioning the popular candy bar as a convenient and filling snack. Everyone can relate to feeling on edge when hungry, and Snickers has done a brilliant job of capitalizing on that feeling.

Mary Crocker is a Senior Manager, GTM Enablement & Education at Zappi. She says, 

“I love an ad where I feel seen and heard. I was nodding my head throughout the ad, thinking "oh yes, I know this type of person on a plane" (and sometimes I've been that passenger - I know we are all guilty of being difficult travelers from time to time). Not only was it relatable but the good, light humor kept me engaged throughout! Great job, Snickers!”

Snickers has long held the role of convenient hunger-buster. The long-running “You’re not you when you’re hungry” campaigns have featured comedic legend Betty White, Kansas City Chiefs coach Andy Reid recreating a 1996 spot, and many more. And who doesn’t want a Snickers after seeing one of these ads? 

4. Dove

“The Code” ad shows the difference between asking AI to create an image of “creating a beautiful woman” vs. asking AI to create a beautiful woman, according to “Dove Real Beauty Campaign.” The results show a montage of diverse images from Dove ads over the years. It concludes with the statement:

“Dove will never use AI to create or distort women’s images” inviting the audience to learn more on the Dove website and encouraging them to #KeepBeautyReal. 

Kim Malcolm, Director, Product Marketing and Head of Advertising at Zappi shares:

“Just when you thought they couldn’t do it again…they find another topical moment and create a consistent and fresh story people love." 

The “Real Beauty” campaigns started back in 2004 and have helped push Dove into Unilever’s biggest brand. 

5. Uber 

This feel-good ad launches Uber’s new slogan, “On Our Way.” 

“On our way depicts the joy and delight that we all get when we see a ride is en route or a delivery is on the way. The feeling of someone showing up for you is widely universal and uniquely human – especially at a time when people are more isolated than ever before, it feels good to know that someone is on their way,” said Jill Hazelbaker, Uber’s CMO, and SVP of Communications, about the new approach. 

The ad includes The Beatles, “I Want to Hold Your Hand” which underscores the happiness people feel when anticipating good things. 

One respondent from our research on the ad shared:

"That the ad played a song from my generation via The Beatles. From the sad-looking faces of the people shown at the beginning when they employed Uber, their facial composure changed to happy faces."

Earlier Uber ads include Airport Dad, which is an ode to travel organization. Then there’s “Groomsmen” which shows a harried guy oversleeping on his wedding day. Fortunately, the groomsmen show up and help him get ready while the waiting Uber ensures they make their important event. 

Uber pioneered the ride-sharing concept, upending the traditional taxi service by offering clean cars, cashless transactions, and transparent pricing. They’ve added scheduled rides up to 90 days and an on-time guarantee, among other features, to show they are there for their customers. 

6. Corona

Long a brand associated with beautiful beaches and turquoise water, Corona became the first beer sponsor of the 2024 Paris Olympic & Paralympic Games. Why is a beer company sponsoring the world’s foremost athletic event? It’s non-alcoholic beer. 

Gabriel Schmitt is the global chief creative officer at Grey, the advertising agency that created this and Corona’s “Relaxing Ads” campaign. 

He spoke with Little Black Book and said, “...it’s the first brand ever to explore an area never explored in the Olympics: relaxation. Brands have historically been connected to the sense of preparation, achievement and performance while Corona Cero stepped in to carve out an equally important area: the importance of relaxation. And because Corona Cero is a no-alcohol beer, it is truly the perfect fit for this global occasion, allowing more people more opportunities to unwind.” 

The For Every Golden Moment campaign interspersed Olympic winners with moments of friends on the beach. The popular brand also ran a series of Relaxing Ads where they showed the non-alcoholic beer next to fitness ads, positioning it as an enjoyable refreshment after effort. 

And well before these ads, Corona has run their holiday “O Tannenpalm” commercial for 33 years! It’s clearly a favorite.

7. Malibu Rum 

The iconic spirit tackles an important issue, alcohol-related water issues in its “Don’t Drink and Dive” campaign. Research found 25% of UK drownings are alcohol-related. In the ad, the English former diver Tom Daley and the Royal Life Saving Society (RLSS) partnered to convey this important message in a fun way with “Don’t Drink and Dive” written on the diver’s bum. 

On a less serious note, Malibu Coconut Rum has long been the darling of summer fun and a 2022 campaign featured fun and fantasy in “Do Whatever Tastes Good”. We’re talking about a motorcycle turning into a horse made of coconuts, synchronized dance routines in the front yard, the hair salon, and the diner. It’s fun and playful. 

“Like a perfect pop track or your cushiest velour sweatpants, Malibu is unashamedly mainstream and deliciously uncomplicated,” noted Katy Edelsten and Rachel Clancy, creatives at Wieden+Kennedy. 

8. Fabuloso

The ubiquitous household cleaning solution Fabuloso leans into it’s Latin American roots with this recent campaign. “The Accident” uses Fabuloso’s signature lavender scent to wake up an injured man and remind him of his accident. 

Our research found that the ad scores in the top 1% of all US ads in potential to drive short-term sales and in the top 20% in potential to drive brand equity and long-term sales.

In speaking with The Drum, Justin Roth and Jim Wood (group creative directors at VML, NY) explained: “Fabuloso is truly like no other cleaning product, with a fanatically devoted fanbase (“Fabnatics,” as we like to call them) and a signature scent unlike anything else. We wanted to make sure we launched in the US with a campaign that didn’t feel like anything else in the category. So, we leaned into the brand’s Latin heritage and created a soap opera. Or should we say ‘2X concentrated, multi-purpose cleaner opera,’ which really allowed us to bring to life the joyous spirit of the brand and show how Fabuloso always delivers an over-the-top clean?”

9. Liquid Death 

The provocative marketing of this water in a can has quickly catapulted into one of the biggest water brands around. The heavy metal aesthetic and  “Murder Your Thirst” tagline keep it focused on its young target market. 

In this particular ad, Ozzy Osborne warns kids “Not to Snort Liquid Death” much to the kids’ confusion. The heavy metal approach is a big draw for the water brand. CEO Mike Cessario says, “We’re making fun of the s----- corporate marketing that everyone hates,” 

It’s working too. The Liquid Death brand is a billion dollar brand. 

Gail Joseph is a Qualitative Consultant at GLJ Research LLC who shares:

“I think it’s a great ad. Totally memorable, strong brand linkage, highly informative. I don’t know what parents think about it…but it is definitely break-through!” 

10. Cushelle’s Toilet Paper 

The popular U.K. toilet paper brand positions itself as an affordable luxury that also benefits the user with highly desired “me time.” Research found 84% of people in the U.K. would like more “me time,” and additional research found a surprising number of people spend that time in the bathroom. This research provided the basis for “Selfishly Soft.” There’s even a talking Koala! 

Our research indicated that the ad scores in the top 15% of all UK ads in potential to drive short-term sales and in the top 20% in potential to drive brand equity and long-term sales.

The U.K.’s Little Black Book shared, Martina Poulopati, global marketing and communications director, Essity, added, “Cushelle is one of our most distinctive brands, Kenny the koala has been its no1 fan for years. Watching him speak and take on an even cheekier role, as we introduce our softest ever Cushelle Quilted, has been as much fun to make, as we hope it will be for people to watch.”

Cushelle’s brand appeal of affordable luxury creates a feel-good vibe customers want. 

One thing all of these ads share is a “feel good” component. These influential brands want the viewer to feel included, and once they find a winner, they can riff on it for decades. Even Liquid Death brings the viewer in with a wink through their hard-core aesthetic and having Ozzy Osborne give an “anti-drug” pitch to the kids. 

Influential brands have consistent messages developed through trial and error through customer feedback. And with Zappi’s idea and concept testing tools, it is easier than ever to incorporate customer insights throughout your product or message development and build influence.