Infegy's top 3 brands from Interbrand's Breakthrough Brands report

In the 2023 Breakthrough Brands report from Interbrand, they explore emerging brands that are redefining the market with their innovative ideas, strong values, and unique positioning. As a social listening company, Infegy is proud to contribute to this report, highlighting the brands that have significantly impacted culture and consumer behavior. Join us as we delve into the strategies and successes of these ground-breaking brands - inspiring you and providing insights for your brand’s development.

Know your brand

Interbrand’s 2023 Breakthrough Brands report explains the importance of brands truly knowing who they are. In today's crowded business landscape, it is more important than ever for companies to have a deep understanding of their brand identity. OpenAI's ChatGPT, the most widely shared brand of 2023, reminds us of the challenges AI poses, including rising misinformation. With an abundance of brands and bolder expressions, brands need to break through the noise and connect with their audience on a deeper level. By knowing your brand's beliefs, convictions, and capabilities, you can create compelling narratives and authentic connections that resonate with your audience.

How Infegy contributes to the Breakthrough Brands report

Infegy is used as one of the market research partners for this report. Initially, Interbrand has many different brands to review, and with our data and analysis, we help them whittle down the list to the ones that appear in the report. To aid in the process, we run thousands of queries and provide summaries of those highlighted by Interbrand.

Infegy's three favorite brands from the report

OpenAI:

ChatGPT, developed by the Silicon Valley research group OpenAI, gained significant attention, sparking conversations on topics such as job security, copyright laws, free speech, and emotional manipulation. Notably, Microsoft's AI chat tool, Bing, even urged a tech columnist to leave his wife, showcasing the chatbot's impact.

OpenAI's ChatGPT, an artificial intelligence chatbot, has become a widely known and discussed concept. The internet initially reacted surprised, with 33% of posts expressing astonishment. Despite concerns about dishonesty and misinformation associated with AI, trust in ChatGPT surged as the leading emotion, according to Infegy Atlas.

As ChatGPT is sold as an API to businesses, it has revolutionized how people learn and search for information. It is intriguing to observe how attitudes toward digital technology will be reshaped as both the positive and negative aspects of ChatGPT become more evident.

^{Figure 1: Post volume on ChatGPT's launch (June 28, 2022, through June 25, 2023); Infegy Atlas data.}

^{Figure 2: Emotional documents distribution about ChatGPT's launch (June 28, 2022, through June 25, 2023); Infegy Atlas data.}

HiPhi:

HiPhi emerges as a strong competitor to Tesla, despite being a Chinese brand. With its remarkable growth and becoming one of the best-selling premium electric vehicle brands in China, HiPhi poses a significant challenge to Tesla's dominance. The brand is set to make waves in the European market, further intensifying the competition.

What sets HiPhi apart from Tesla is its impressive performance, with a rapid acceleration of 0-100 km/h in just 3.8 seconds, and its unique features. Voice-activated home charging, customizable LED messages on the side paneling, and touch-free doors give HiPhi a distinct edge. These innovative features, combined with its sleek design, make HiPhi an appealing choice for electric vehicle enthusiasts.

Furthermore, it's interesting to note that despite being a Chinese brand, a significant 29% of the conversation around HiPhi is in English. This highlights the brand's global appeal and potential to attract a diverse international customer base.

With its competitive pricing starting around 637,000 CNY (approximately $90,000), HiPhi aims to offer a compelling alternative to Tesla's electric vehicles. As the transportation industry shifts towards cleaner energy, HiPhi's electrifying entry into the market presents a formidable rival to Tesla's dominance in the electric vehicle space

^{Figure 3: Language document distribution about HiPhi (June 28, 2022, through June 25, 2023); Infegy Atlas data.}

^{Figure 4: Top topics about HiPhi (June 28, 2022, through June 25, 2023); Infegy Atlas data.}

Bilt:

Bilt is the first credit card offering points on rent. Operating as a loyalty program and co-branded credit card in partnership with Wells Fargo, Bilt allows tenants to earn points from around 2 million rental properties within the Bilt Rewards Alliance. The platform simplifies the rental process by connecting potential tenants with landlords and property managers and helps renters build a path toward ownership.

Despite being just two years old, Bilt has achieved an impressive $1.5 billion valuation (TechCrunch, 2022). In an era where real estate affordability is limited, Bilt shows tremendous potential by assisting renters in their journey towards homeownership, offering a more benevolent role rather than simply disrupting the industry.

Using Infegy Atlas, we found an association between Bilt and the travel hacking community. Travel hacking is a common way to score free trips using points. It's not surprising that those types of people would be interested in earning cash back on their rent.

^{Figure 5: Top hashtags about Bilt (June 28, 2022, through June 25, 2023); Infegy Atlas data.}

Takeaways from the report

Breakthrough Brands 2023 has uncovered a remarkable group of brands reshaping the market and consumer expectations. These brands have demonstrated their potential for growth and success, making them genuinely captivating analysis subjects. As you embark on your brand development journey, let these brands inspire you with their unique perspectives and strengths. Embrace bold expressions, understand your brand's identity, and make strategic moves to thrive in today's competitive landscape.