What’s that brand coming on the horizon to change our lives? Or that idea so intricately ingrained into our world we hardly notice its significance? Our team of creatives and Strategists eat, sleep, and breathe brand culture—so who better to ask about the biggest of the next big things?
While carmakers around the world are jockeying for a position in the electric vehicle market, the U.S.-based Tesla brand is already a step ahead. Its all-electric Roadster, introduced in 2008, can go from 0 to 60 mph in less than 4 seconds and has a top speed of 125 mph, but at $109,000 it was never meant for mass production. Next year, though, they roll out the more practical Model S, a full-size luxury sedan with a price tag of $57,400 to $77,400, depending on battery range—and it still goes 0 to 60 in 5.6 seconds. They plan on building 5,000 of them in 2012 and another 20,000 in 2013 along with a new sport model. There’s already a waiting list.
Dominik Prinz, Senior Consultant, Strategy, Interbrand New York
Educate Girls Globally
Educated women are the world’s most powerful agents of social and economic change, and Educate Girls Globally (EGG) is at the cutting edge of developing education for girls in traditional, male-dominated tribal societies. Founded in 1999, EGG is the most innovative and effective girls education program you’ve never heard of, until now. At the annual meeting of the Clinton Global Initiative in September, EGG was the featured educational development program. In partnership with President Clinton, they committed to expand their program in India and are extending it to Africa, with a target of reaching over one million children by the end of 2014.
Jez Frampton, Global CEO, Interbrand
With recent high-profile store openings in New York, including a global flagship on Fifth Avenue, UNIQLO is raising the profile for simple, tasteful, and affordable fashion. Tadashi Yanai, the CEO, is determined to build “a modern Japanese company that inspires the world to dress casual,” and they already have the highest brand value of any Japanese retailer. The brand has strong international ambitions as well, with targets to open 200 to 300 stores a year, and become the leading fast-fashion brand in the world.
Hiromitsu Hatakeyama, Senior Strategy Consultant, Interbrand Tokyo
Prosper bills itself as the world’s largest peer-to-peer lending marketplace. Through its website borrowers can request loans from $2,500 to $25,000, and anyone else can lend them as little as $25 towards that total. Prosper facilitates the transactions, certifies the loans, and sets the interest rates. With loan requests for things ranging from wedding expenses to personal debt consolidation, it provides an opportunity for people to seek financing where there may not have been one. Borrowers can connect to potential lenders by telling their story, and lenders can make a discernible difference in somebody’s life.
David Trahan, Digital Strategy Consultant, Verbal Identity, Interbrand New York
It Gets Better Campaign
Founded when syndicated columnist and author Dan Savage and his partner Terry Miller created a YouTube video to give hope to young people facing harassment, The It Gets Better Project aims to show lesbian, gay, bisexual, and transgendered youth the “levels of happiness, potential, and positivity their lives will reach”—if they can simply survive their teen years. And they do mean survive: LGBT youth are four times more likely to attempt suicide than their straight peers. Today the It Gets Better YouTube channel hosts hundreds of inspiring videos from straight allies, celebrities, professional athletes, and everyday LGBT adults and youth. What’s more, the project has raised hundreds of thousands of dollars for organizations that combat teen suicide
Daniel Diez, Director, Strategic Marketing, Interbrand North America