Superbrands & Coolbrands 2021/22 Supplement.

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Thursday 2nd December

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About Superbrands ® and CoolBrands The Superbrands organisation identifies and pays tribute to exceptional brands throughout the world. The UK programme is run under license by the Academy of Chief Marketers

ABOUT SUPERBRANDS VOLUME 22

ABOUT COOLBRANDS® 2021/22

Superbrand status is awarded for quality, reliability and distinction. Only the most highly rated brands achieve this accolade.

CoolBrands® status is only given to brands that show authenticity, desirability, innovation, originality and responsibility.

To ascertain which brands are most highly regarded, a comprehensive list of more than 3,200 consumer and business-to-business brands are voted on by our independent expert panels, alongside consumers, for the Consumer Superbrands programme and business executives for the Business Superbrands programme. Votes are combined to reach a final ranking for each brand and those with the highest scores are awarded Superbrand status.

CoolBrands® is an annual initiative to identify and pay tribute to the nation’s coolest brands. Since 2001, we have been canvassing opinions to produce an annual barometer of Britain’s coolest brands. Cool is subjective and personal. Accordingly, voters are not given a definition but are asked to bear in mind the above factors, which research has shown are inherent in all CoolBrands®.

Volume 22 of the Superbrands UK publication, tells the story of many of these successful brands, exploring their history, development and achievements, showcasing why they are so well-regarded. These case studies provide valuable insights into the strategies of the brands that consumers and business professionals trust and admire.

Some brands are timeless as generation after generation falls in love with them, others are new contenders that strike just the right note. Coolness is one of those concepts that’s hard to define, and it’s also a trait that most brands would love to have, but few achieve. Even if a lot of money is spent trying to get there, the apparent effortless swagger of genuine coolness is as elusive as ever.

uk.superbrands.com coolbrandsuk.com If you would like to order a copy of Superbrands Volume 22 or CoolBrands® 2021/22 please email books@chiefmarketer.co.uk

BRITAIN’S CHOICE

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Contents P. 6 Superbrands, Volume 22 Research and Results Overview P. 9 CoolBrands® 2021/22 Research and Results Overview P. 10 The Growth of a Planet-First Approach P. 12 The Superbrands, Volume 22 P. 20 The CoolBrands® 2021/22 P. 24 Qualifying Consumer and Business Superbrands P. 26 Qualifying CoolBrands®

CO-FOUNDER ACADEMY OF CHIEF MARKETERS CEO SUPERBRANDS UK Damon Segal

BRAND LIAISON MANAGER ACADEMY OF CHIEF MARKETERS Zerminay Shah

© Academy of Chief Marketers

CO-FOUNDER ACADEMY OF CHIEF MARKETERS Nathan Mathan

EDITORIAL DIRECTOR SUPERBRANDS UK Angela Cooper

CHIEF OPERATING OFFICER ACADEMY OF CHIEF MARKETERS Felisa Kennard

DESIGN DIRECTOR SUPERBRANDS UK Verity Burgess

No part of this publication may be reproduced or transmitted in any form by any means, electronic, digital or mechanical, including scanning, photocopying, recording or any information storage and retrieval system relating to all or part of the text, photographs, logotypes without first obtaining permission in writing from the Academy of Chief Marketers together with the copyright owners as featured.

BRAND LIAISON DIRECTOR ACADEMY OF CHIEF MARKETERS Ed Dawes

All rights reserved.

uk.superbrands.com coolbrandsuk.com

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Superbrands, Volume 22 Research and Results Overview STEPHEN CHELIOTIS CEO, TCBA & Chair Superbrands Expert Councils

The Process Since 1995 Superbrands’ rankings have provided an overview of sentiment toward brands operating in the UK. Adopting its current methodology in 2006, the research canvasses the views of consumers, business professionals and marketing experts. This year, 3,219 brands were assessed: 1,588 business-to-business brands across 71 categories and 1,631 direct to consumer brands across 81 categories. Brands never apply to be considered, each year all the key players within each sector are evaluated to identify the most highly regarded. The business-to-business brands were assessed by an independent expert council of 26 senior business-to-business marketing leaders, alongside 2,500 UK business professionals, all with purchasing or managerial responsibility within their businesses. A nationally representative sample of 2,500 UK adults voted on the consumer brands. As a secondary, quality control mechanism, 38 leading experts on the Consumer Superbrands Council also rate the brands, with any lowly appraised effectively vetoed from attaining Superbrand status. Combining two audience’s perceptions ensures the experts’ view, typically factoring in considerations such as each brand’s purpose, positioning and distinctiveness, are combined with the opinions of prospective buyers, whose awareness and sentiment toward each brand is naturally vital. While all voters bear in mind the three criteria that must be inherent in a Superbrand when casting their votes, namely quality, reliability and distinction, the reality of a sentiment survey is that an individual’s perception will naturally be impacted by everything they have seen or heard about each given brand. Using the results to understand a brand’s equity shift requires reviewing the detailed sector data over time to uncover underlying changes in performance. A brand typically has a range within which it fluctuates in the ranking over time. This range tends to be determined by fundamentals such as the brand’s comparative physical and mental availability. Shorter-term impacts, such as levels of buzz, then influence the brand’s position within its range each year. Deviations to its medium-term range, a de-coupling of movement compared to sector patterns, or an extended period of overall and sector rank improvement or decline, reveals deeper underlying positive or negative brand equity shifts.

uk.superbrands.com

The Results While brand guardians should study the long-term sectorial data, naturally individuals are keen to explore the overall winners. In that regard, the leading Superbrands are fairly consistent. In this year’s Consumer Superbrands top 20, just five brands differ from last year. Of those, Mercedes-Benz and Microsoft re-entered the leading group by reversing last year’s trend, bouncing back almost exactly the same number of places that they fell last time. BMW, like Mercedes, are also prone to bouncing in and out of the top 20 and returned to the elite group, placing 20th. Netflix entered the top 20 for the first time, moving up four to 18th, continuing its steady rise. Google, having missed out on the top 20 in the last three years, finally regained its place having been consistently in the leading pack prior to 2018. The only arguably surprise entry in the top group was first time top 20 brand, Lindt, which rose a significant 26 places. Rolex maintains its overall top position, while LEGO takes second place, up three from last year. It is the fourth time in five years LEGO has featured in the top three. An additional data point to Superbrands, introduced a couple of years ago, is the Relevancy Index, which is based on whether consumers believe an individual brand has gained or lost relevance compared with the past. This sub-index reduces the impact of longer-term goodwill and focuses consumers’ minds on current use and momentum. Netflix takes pole position in the sub-index, with Amazon remaining second and PayPal climbing two places to third. Interestingly, Samsung retains its position in the top 20, but Apple does not feature once again. At the bottom of the scale, Debenhams was ranked last on relevancy in 1,630th alongside a plethora of retailers, tabloids – The Sun and Daily Star – as well as Pontins and Brylecreem. Almost mirroring the number of changes in the Consumer Superbrands top 20, the Business Superbrands top 20 saw most entrants retaining their position in the leading group, with just six changes. As with Consumer Superbrands, of those ‘new entrants’ many are brands that are typically close to, or dip in and out of, the leading group. These include the London Stock Exchange, up just two places from last year, as well as returners JCB, Intel and GlaxoSmithKline (GSK). The two big movers, which need little explanation considering recent events, were GSK’s pharmaceutical peers, Pfizer and AstraZeneca. Unlike GSK, neither are regulars in the top group, with the former jumping an unusually huge 46 places with its British peer rising an even more impressive 100 places. The research is primarily used to identify and reaffirm the leading brands in each category to award those the title of Superbrand. Beyond that, a deeper, longer-term, sectorial look at the core index and relevancy index can reveal useful insights and provide a longitudinal view of each brand’s equity change relative to peers.

Top 10 Ranking Consumer and Business Superbrands Consumer Superbrands Top 10

Business Superbrands Top 10

1

Rolex

Google

2

LEGO

Microsoft

3

Visa

PayPal

4

Dyson

Apple

5

Andrex

Pfizer

6

Apple

British Airways

7

Mercedes-Benz

Visa

8

British Airways

AstraZeneca

9

Coca-Cola

Samsung

10

Samsung

Shell

Relevancy Index Consumer Superbrands Top 10 Brands

Categories

Relevancy Index %

1

Netflix

Media – TV

62

2

Amazon

Retail – Department Stores, General Retailers & Marketplaces

56

3

PayPal

Financial – General

56

4

JUST EAT

Services

53

5

LEGO

Child Products – Toys and Education

51

6

Macmillan Cancer Support

Charities

51

7

Deliveroo

Services

50

8

Google

Search & Social Media

49

9

Visa

Financial – General

49

10

Aldi

Retail – Food & Drink

48


Mayfair

Kensington

Oxford Street

Covent Garden

Soho

Leicester Square

Heathrow

Canary Wharf

Fitzrovia

Bloomsbury

Marble Arch

Manchester

edwardian.com

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CoolBrands® 2021/22 Research and Results Overview relative to their own criteria of what makes a brand cool. Nevertheless, the following five influential factors were outlined to the voters who were asked to bear these points in mind when scoring:

STEPHEN CHELIOTIS CEO, TCBA & Chair CoolBrands® Expert Council

ORIGINAL – does the brand stands-out from rivals, is it distinctive in its product, styling or marketing and does the voter believe it treads its own path rather than following others.

CoolBrands®, launched in 2001, is an initiative to identify and pay tribute to the nation’s coolest brands. After a gap of a few years, CoolBrands® returned and as ever brands do not apply or pay to be considered.

INNOVATIVE – is the brand constantly refreshing and developing, proving adaptable and flexible, perhaps driving market changes based on shifting customer demands. AUTHENTIC – does the brand have a clear and evident underlying purpose and values and does it feel genuinely passionate about what it does.

The selection process is independently administered by The Centre for Brand Analysis (TCBA). From the thousands of brands initially identified for consideration, a comprehensive final shortlist of 1,540 brands across 72 sector and sub-sectors was compiled using a wide range of quantitative and qualitative sources. The list is eclectic and includes both established and challenger brands with differing consumer profiles and fame. How big a brand is, or how long it has been operating, was not in itself important to being considered for the final list.

DESIRABLE – is there a lustre for the brand compared to peers, do people seek it out and is there excitement about the release of their new products or services. RESPONSIBLE – is the brand more than a nice product or service well presented. Is it fundamentally a good corporate citizens, for example treating employees well, focusing on genuine sustainability, while embracing positive human values and equality.

The extensive shortlist of brands was voted on by an independent and voluntary council of 49 experts and influencers convened by TCBA. Leaders from across multiple fields from technology to fashion provided breadth of expertise and knowledge.

Based on the collective scores of the 49 council members, the top 10 CoolBrands® for this year were: Brand Name

Category

Council Index

Tony’s Chocolonely

Food - Chocolate

100.0

2

Barbican

Experiences Museums & Galleries

97.4

3

Glastonbury

Experiences Festivals & Events

96.8

4

Haeckels

Beauty - Skincare

96.7

5

The Hepworth Wakefield

Experiences Museums & Galleries

96.0

6

Brat

Food Restaurants Stand Alone

96.0

7

Apple

Technology - General

95.8

8

Monmouth Coffee Company

Drinks - Coffee & Tea

95.0

9

Ottolenghi

Food - Bakeries, Coffee Shops & Food to Go

94.3

10

Tate

Experiences Museums & Galleries

94.1

1

CoolBrands® status is given to brands that show authenticity, desirability, innovation, originality and responsibility

Council members individually awarded each brand a rating from 1-10 and were not allowed to score brands with which they have an association or are in competition with. Brands were sorted into categories, to help individuals evaluate brands against their peers. As this is a UK orientated project, individuals were asked to consider the brands credentials in the UK only, so whether a brand is large or well-regarded internationally was not something individuals had to consider. Cool is subjective and personal, so naturally individuals only scored brand with which they were very familiar. As the perception of what defines cool and which brands are cool varies greatly from one person to the next, the expert council were not given a tight definition of what constitutes cool. We were interested in each person’s feelings about each brand,

Of this year’s top 20 only Apple, Glastonbury and Spotify featured in the top 20 in the last iteration of the research, conducted back in 2016/17, although direct comparisons are difficult due to time and changes in the methodology as well as composition of the council and list. Image credit: Tony’s Chocolonely

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The Growth of a Planet-First Approach These brands are putting climate change at the heart of the way in which they operate, bringing innovation to their sectors for a more sustainable future

With climate change now being at the top of the world’s agenda, how different do you think your brand will look in the future and how far is this from its founding principles?

STEVE AGER Chief Customer & Commercial Officer Boots UK

For over 170 years Boots UK has been proudly at the heart of communities and caring for customers. To this day, we stay true to the progressive outlook and socially responsible values with which the Boot family founded the company in 1849. A respect for the world around us has always been at the heart of our brand, and it always will be. Using innovation and forward thinking we carry this legacy forward to meet the ever-changing needs of our customers and communities. For example, in 1915 we launched our first Combined Heat and Power energy centre and have been generating our own energy to help power our Nottingham support office ever since. The 1940s saw us launch our glass, paper and card recycling initiatives, and in 1977 we created our first Social Responsibilities booklet to help further educate and inspire our staff. Fast forward to more current times, the Recycle at Boots Scheme provides our customers with a place to bring hardto-recycle beauty, health and wellness products from any brand. It’s a solution that helps the environment and rewards our customers at the same time. The scheme is now available in 700 UK stores and has seen over 500,000 products collected and recycled since its launch. That’s equal to over 15 tonnes of hard-to-recycle products. Looking ahead, as the recent COP26 conference proved, climate change is one of the most important issues of our time.

That’s why we’re supporting the British Retail Consortium Climate Action Roadmap commitment to becoming net zero carbon by 2040. We’ve made some important steps towards this with a focus on reducing waste and energy. Almost all of the energy used to run our stores is from renewable sources and last year we diverted 99.4% of waste from landfill. We’ve also pledged to halve the impact of our new ownbrand products by 2030 and we’re committed to creating one million agents of change by 2025, who will take tangible action to make more sustainable choices across both team members and customers. I’m proud to be our Executive champion for sustainability and to help Boots keep our planet, and our people, healthy. Just as we have done for 170 years.

SEAN DOYLE Chairman and CEO British Airways

The last 20 months have been the toughest in the aviation industry’s history. Despite the immense financial challenges we’ve all faced, as the industry re-builds, we’re all committed to a sustainable recovery. There is no greater priority. For years, British Airways has been an industry leader in climate action and last month we made a further commitment to put sustainability at our heart with the launch of our new BA Better World programme. BA Better World is without question, our most important journey yet. We can’t change the way we operate overnight. It will take time. And we need the support of our industry partners and effective Government policies. But we’re determined to lead the industry’s efforts to tackle climate change. We already have a track record of leadership and two years ago, as part of our parent company International Airlines Group (IAG), we committed to net zero CO2 emissions by 2050. We’ve built a roadmap and a series of short, medium and long-term initiatives to decarbonisation. In the short-term this means improving our operational efficiency and introducing carbon offset and removal projects. In January 2020 we became the first major airline to commit Image credit: CanO Water

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Promotional Supplement Distributed by Academy of Chief Marketers to voluntarily offset all emissions from our domestic flights and we’re flying more fuel-efficient aircraft. In the medium to longer term, we’re investing in the development of sustainable aviation fuel (SAF), zero emissions hydrogenpowered aircraft and investigating carbon capture technology. IAG was the first European airline group to commit to powering 10% of its flights with SAF by 2030 and we have a number of partnerships that will see us power some of our future flights with SAF as early as next year. We’ve been connecting Britain with the world and the world with Britain for more than 100 years, and to ensure our success for the next 100, we must do this sustainably. We’re making a long-term commitment to tomorrow and every day after that. It is our most important journey yet.

JOSH WHITE Co-Founder CanO Water

CanO Water was created by three friends from London as an alternative to plastic bottles of water. The idea was born after a trip overseas which opened our eyes to the plastic problem. Why don’t consumers have a choice? There must be a more recyclable and recycled solution for when you’re on-the-go or when you forget your reusable flask? Recognising the benefits of aluminium packaging, we created the world’s first branded can of water, a journey powered by purpose and passion. Our founding principles have always been to educate and innovate. With growing brand awareness and changing consumer perspective, we hope to root these principles at the core of everything we do. By educating consumers on products that benefit our planet we feel as if the future generations will think more carefully when purchasing. The future for us is to keep raising awareness. As a brand that was founded on helping people choose better for the planet, we will continue to create a movement of forward thinkers and achievers who will challenge brands and corporates to be truthful and deliver on their promises. Ditch the bottle and choose CanO Water. Be part of OUR solution.

PETER ROBB Marketing Director Continental Tyre Group Ltd

Sustainability has long been one of the key drivers of innovation at Continental, in particular when it comes to emission-free mobility and climate protection. We have set ourselves some ambitious goals in this respect. Four focus areas are at the heart of the action. Firstly, 100% carbon neutrality along the entire value chain. Secondly, 100% emission-free mobility and industry. Thirdly, 100% closed resource and product cycles driven by a circular economy, and fourthly, 100% responsible sourcing and business partnerships. Our goal is to be the most progressive tyre company in terms of environmental and social responsibility by the year 2030,

and this ambition applies to every single stage in the value chain. By no later than 2050, we want to produce our tyres from 100% sustainable materials.

collaboration. Innovations in digital technology will help to accelerate this, by enabling more efficient operations and supply chains to build a truly sustainable global economy.

Earlier this year, we announced that we are enabling the use of recycled PET bottles in our tyre production as of 2022. In partnership with OTIZ, we have created a new sustainable polyester yarn that will be used in the construction of tyre carcasses. Recycling is becoming increasingly important in the design, development and production of premium tyres.

Working with young people to educate them on the importance of sustainability is also critical for tackling climate change. TCS is involved in many education programs to engage younger generations in sustainability. For example, our Sustainathon problem-solving competition is open for university students in the UK to devise innovative solutions that can help corporations overcome their critical sustainability challenges. Participants are given access to masterclass webinars with leading academics to help realise their ideas, and the winners were rewarded with sustainable prizes and the opportunity to showcase their concepts at our Innovation Forum on 16th November which took place at the Design Museum in London.

In 2018, we opened the Taraxagum Lab Anklam, to research the use of Russian Dandelions as an alternative raw material source for natural rubber. Since the opening, we have released the popular Urban Taraxagum bicycle tyre, the first mass production product with Taraxagum. Although still in its development stage, Taraxagum, in the future, will be used in car and truck tyres. At the IAA in Munich this year, we debuted our Conti GreenConcept tyre. The tyre uses current and emerging technological approaches to engineer a sustainable tyre for passenger cars. The goal of our integrative and sustainable concept is to minimise the consumption of resources throughout every stage of the tyre’s value chain. Of all raw materials used in the making of the Conti GreenConcept, more than half are either from renewable sources or recycled.

YOGESH CHAUHAN Director Corporate Sustainability TCS

Tata Consultancy Services (TCS) is part of the Tata Group, a multinational Indian company founded in 1868 on the principles of excellence in manufacturing and customer satisfaction. TCS was founded exactly one hundred years later and has evolved to become one of the largest multinational digital services and consulting companies in the world. We are proud of our rich heritage and are conscious of the many changes that have taken place in the last half-century, especially in how businesses operate and their impact on the Earth’s natural environment. Natural disasters such as droughts, floods and heatwaves, as well as demands from the general public, have pushed climate change up the corporate agenda, with many organisations now striving to reduce their carbon footprint, improve their Environmental Social Governance (ESG) scores and meet the ambitious net zero targets of the European Green New Deal. We take climate change very seriously and have committed to becoming a net carbon zero emitter by 2030; however, we also believe sustainability is about more than meeting global emissions targets or ticking compliance boxes. Sustainability is imperative, not only for business success but to preserve the natural environment of planet Earth. We believe the best way to mitigate climate change is for business leaders to work together in a more holistic and collaborative way with governments, public sector organisations and regulators, with a clear focus on people and the planet. Although this is not an entirely different approach from the principles of positive teamwork that TCS was founded on, traditional ecosystems will need to be transformed by removing the barriers between organisations and industry sectors. Just as business leaders and stakeholders put aside their differences to work together in a coordinated approach to overcome the challenges of the Covid-19 pandemic, the sustainability journey will require persistent cross-industry

TCS will continue to refine its business model and mitigate environmental impact with the support of our Board and the talented people in our workforce. We are committed to providing excellent customer satisfaction as part of our brand’s principles and maintaining our focus on becoming a truly sustainable business in an effort to tackle global climate change.

NICOLA MATTHEWS Countess of Cocoa/ UKI Head of Marketing Tony’s Chocolonely

At Tony’s Chocolonely we exist to make 100% slave free the norm in chocolate. That mission means that social impact deliberately comes first for us. But, responsible farming and respect for the environment are also essential in achieving this goal. Cocoa farmers are directly affected by climate change and feel its effects drastically. A good climate also ensures better harvests, thus a better income for cocoa farmers and therefore less risk of slavery and child labour which is widespread in Ghana and Cote D’Ivoire where 60% of the world’s cocoa comes from. As a chocolate company, ultimately we are bringing more products into the world so we want to do that in the most responsible way possible. We have been carbon neutral since 2019 and are clued up on our carbon footprint. We make every effort to reduce it whilst compensating for the rest through organisations like JustDiggit, who regreen dry land in Africa, or Good Shipping who ensure all of our ocean freight is transported using CO2 neutral bio fuel. We know what causes the most emissions in our production (milk powder), what bar is the most environmentally friendly (dark almond sea salt) and the least environmentally friendly (white). We also think that the ‘cost’ of carbon emissions should be included in the cost price of a bar, so we incorporate carbon costs into our production costs. Packaging is also a big consideration for any consumer packaged goods company; we use as much recycled material as we can and maximise what is 100% recyclable. Maintaining quality, freshness and shelf-life in the food industry is more difficult (and expensive) without plastic but we are committed to removing the small amount of plastic remaining in our supply chain as soon as possible. We’re proud that Tony’s fans and stockists hold us to the highest standards when it comes to eco-friendly packaging and we look forward to seeing true innovation in this area as it’s a huge opportunity to reduce vast amounts of single use plastic from our food chains.

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The Superbrands, Volume 22 With the backdrop of the continuing global pandemic still affecting operations, brands have been intensifying their focus on climate action and how they can pivot their businesses to make a positive and lasting impact. Diverse and empowered workforces are providing innovate solutions, embracing change like never before The following pages offer brief profiles of some of the strongest consumer and business-to-business brands in the country and a taster of the attributes that earned them Superbrand status For further details please email info@superbrandsuk.com, call +44 20 7118 0018 or visit uk.superbrands.com

ACCA

AKQA

AMD

Autoglass®

ACCA is the world’s most forward-thinking professional accountancy body. It has a thriving global community of 233,000 members and 536,000 future members based in 178 countries. It upholds the highest professional and ethical values and supports both the private and public sectors.

AKQA is a design and innovation company, recognised by Gartner as one of the world’s leading creative agencies. Awarded the Cannes Lions Grand Prix for Design in 2021, and Fast Company’s, World Changing Ideas Award 2021, its work is a celebration of how creative energy can shape tomorrow’s conversation.

Founded in 1969 as a Silicon Valley start-up, the AMD journey began with a focus on leading-edge semiconductors. For more than 50 years AMD has driven innovation in high performance computing, graphics and visualisation technologies – the building blocks for gaming, immersive platforms and the data centre, with the aim of accelerating next generation computing experiences.

Autoglass® is a leading consumer and business automotive brand, providing vehicle glass repair, replacement and recalibration to more than one million motorists every year.

accaglobal.com akqa.com

amd.com

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Aviva

Boots

British Airways

Bywaters

Aviva is a savings, retirement, and insurance business that has taken care of people for 325 years. It exists to be with people through all phases of their lives because it understands that what you do today, creates what is possible tomorrow.

Boots has been at the heart of the community for over 170 years, with the ambition to provide affordable healthcare for all – a vision that’s still alive today. Boots is now the UK’s leading pharmacy-led health and beauty retailer with around 52,000 colleagues and 2,336 stores.

Bywaters is a sustainable recycling business, offering innovative total waste management solutions across every sector. Its bespoke sustainability service helps businesses plot a path to zero waste, through in-depth consultancy and innovative onsite solutions.

aviva.co.uk

boots.com

Despite facing unprecedented challenges caused by the global pandemic, British Airways has come back fighting. 2021 saw the airline looking to the future with its industry leading BA Better World programme, the launch of a new brand campaign and an award for Best In-house Comms Team at the PRWeek Awards.

bywaters.co.uk

ba.com

CBI

Continental

De Vere

DP World

The CBI is the UK’s most influential business organisation, representing firms of all sizes, sectors and regions. It works to help business and government Seize the Moment and ensure the UK becomes more dynamic, more competitive, and the most future-focused economy in the world.

Continental Tyres develops pioneering technologies and services for the sustainable and connected mobility of people and their goods. Founded in 1871, the technology company offers safe, efficient, intelligent and affordable solutions for vehicles, machines and transportation.

De Vere is a collection of historic mansion house estates and distinctive contemporary hotels and event destinations with marketleading conference and leisure facilities. De Vere operates more than 260 meeting rooms and more than 1,800 bedrooms, located from the Cotswolds to Surrey.

DP World is at the heart of Britain’s trading future, providing the right trading infrastructure, smart logistical solutions and the benefits of freeport status to its customers. DP World believes in the UK market and has the ambition and resources to boost growth, support businesses, create jobs and improve living standards.

cbi.org.uk

continental-tyres.co.uk

devere.co.uk dpworld.com

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LEAD WITHOUT EXAMPLE Edwardian Hotels London Offering a collection of individual hotels, inspired by London and rooted in the neighbourhoods the hotels inhabit, from stylish boutiques through to luxury on the grandest scale, each hotel boasts stunning interiors and exceptional comfort. With complimentary wifi throughout, chic bars and concept restaurants, Edwardian Hotels London’s service ethos delivers unforgettable experiences.

Navigate a crisis like no other with the Financial Times.

Read more at ft.com/newagend

Equiniti

ExCeL London

Financial Times

EQ has been an inventive and assuring presence behind the scenes of the UK’s biggest names for nearly 200 years. From mobile apps to hybrid AGMs, it is constantly evolving how companies look after their employees, shareholders and pensioners.

As the world begins to emerge from Covid-19, the team at ExCeL London believes that events will remain a catalyst for positive change, where innovation, ideas and moments happen that transform our lives for the better. Events have a key role to play in the UK’s economic recovery, driving billions of pounds of import and export activity, resulting in investment, jobs, and economic growth.

The Financial Times is one of the world’s leading news organisations, recognised internationally for its authority, integrity and accuracy. It serves as a trusted independent guide to a fragmented world; essential for the ambitious, the curious and the champions of better business.

equiniti.com

ft.com

excel.london

edwardian.com

Flymo

Heathrow

Holland & Barrett

Hoover

Since inventing the hover mower more than 50 years ago, Flymo has become a market leader in effective and affordable garden care products. Its range now encompasses everything from grass trimmers to robotic lawnmowers. With constant design and technological innovations being at the heart of Flymo, the brand is continually revolutionising its range.

Heathrow is the UK’s gateway to the world. During the coronavirus pandemic, Heathrow colleagues have worked continuously to provide a safe and world-class experience for passengers.

Holland & Barrett is the UK’s leading wellness retailer (Source: Kantar Brand Tracking – health and wellness retailers March 2021) and one of the largest in Europe. It makes health and wellness a way of life for everyone, with a leading range of own brand, innovative vitamins, supplements, specialist food, sports nutrition and ethical beauty brands. Established in 1870, Holland & Barrett has been trusted for wellness for over 150 years.

A market leader in future-thinking connected technology, Hoover is a trusted brand with consumer wellbeing at its core. It continues to integrate the latest practical advancements and style into an expansive portfolio of freestanding, built-in and floorcare appliances.

flymo.com/uk

heathrow.com

hollandandbarrett.com

uk.superbrands.com

hoover.co.uk


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Investors in People Irwin Mitchell

Jaguar

Ladbrokes

Investors in People’s purpose is simple. Make work better. Three words. Easy to understand, but not always easy to get right. Since 1991, it has been a force for making work better for more than 11 million people, with ambitions for further growth.

Jaguar has made dramatically beautiful luxury cars since 1935, driven by its passion to make life more extraordinary for its customers. Jaguar vehicles are a manifestation of passion with performance that cannot be measured, only felt. That’s why Jaguar calls it art.

‘Bringing the excitement of a bet into the everyday for everyone.’ Ladbrokes is a brand at the heart of fan culture, backing the stories of the underdogs and uniting bettors to play together.

Legal and financial expertise, combined with a caring approach, has led over one million people to trust Irwin Mitchell to make a positive difference to their lives, their families or their business. Committed to being responsible and driven by inclusivity, it provides the human touch that matters.

ladbrokes.com jaguar.co.uk

investorsinpeople.com irwinmitchell.co.uk

F ER RY TALES

poferries.com

Liverpool FC

Marshalls

Olympia London

P&O Ferries

Liverpool FC is globally recognised and admired for its ongoing success and illustrious heritage. The Liverpool Way reflects how the Club has created one of the World’s Greatest Footballing Families, playing an attractive style of football on the pitch with a legion of loyal and dedicated supporters.

Marshalls is the UK’s leading supplier of sustainable concrete and natural stone products for the built environment, and has been supplying innovative products to the construction, home improvement and landscaping markets since the 1890s. Marshalls strives to create products that improve landscapes and create better environments to develop happier and healthier communities.

Olympia London opened its doors in 1886 and has been hosting a wide variety of events ever since. Established as a London cultural and architectural landmark, it is one of London’s busiest venues, welcoming over a million visitors and contributing £1bn to the economy each year.

This year, P&O Ferries is bravely sailing the very turbulent waters of international travel with the launch of the ‘To the sea’ brand platform, building the ships of the future and constantly reinventing its services and offering.

liverpoolfc.com

poferries.com olympia.london

marshalls.co.uk

p15


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Qatar Airways

Royal Mail

RWE

Sandals Resorts

Qatar Airways is proud to be one of the youngest global airlines to serve all six continents as well as being the world’s fastest-growing airline. Connecting to more than 140 destinations on the map every day, with a fleet of the latest-generation aircraft, Qatar Airways’ home and hub is the five-star airport, Hamad International Airport in Doha.

The postal service is a key part of the UK’s infrastructure and Royal Mail is in the unique position of reaching every household in the UK with a workforce that stretches across the length and breadth of the country.

RWE has reinvigorated its business and is now a leading supplier of renewables worldwide, with wind farms, solar power and battery storage facilities in many countries for clean, reliable and affordable electricity and a sustainable future, culminating in climate neutrality by 2040.

By offering luxury, innovation and choice, Sandals and Beaches Resorts have been at the forefront of the Caribbean all-inclusive travel sector for 40 years. In an industry brimming with new contenders, the combined knowledge and experience of Sandals’ management team and resort staff has maintained its market-leading position.

royalmail.com

rwe.com qatarairways.com

sandals.co.uk

Savills

Selco Builders Warehouse

Savills plc is a global real estate services provider with more than 600 offices and associates throughout the Americas, the UK, continental Europe, Asia-Pacific, Africa and the Middle East. Its 38,000-strong workforce combines entrepreneurial spirit and a deep understanding of specialist property sectors with high standards of client care.

Selco Builders Warehouse is the UK’s fastest growing builders’ merchant and supplier of choice for the jobbing builder. With ambitious plans to increase market share in the Repair, Maintenance and Improvement (RMI) sector, Selco is committed to a sustainable operating future and continues to go from strength to strength.

savills.co.uk

selcobw.com

Shred-it

Silentnight

Shred-it is one of the UK’s leading information security companies. It provides advice on confidential information protection and secure destruction and recycling services to organisations of all sizes in the private, public and third sectors. With more than 4,500 team members and operating a fleet of over 2,500 trucks globally, the Shred-it focus is to protect what matters.

Silentnight is the UK’s most trusted sleep brand, backed by 75 years of sleep expertise. With a wide consumer profile, Silentnight’s mission is to use its passion, product knowledge, exceptional quality and sleep expertise to provide sleep solutions for a nation of unique sleepers.

shredit.co.uk

uk.superbrands.com

silentnight.co.uk


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Sophos

Subway®

Sophos is a worldwide leader in nextgeneration cybersecurity, protecting more than 500,000 organisations and millions of consumers in more than 150 countries from today’s most advanced cyberthreats, including ransomware.

As the world’s largest quick-service restaurant brand, Subway® serves freshly made-to-order and signature sandwiches, wraps and salads to millions of guests, across more than 100 countries in nearly 40,000 stores every day.

sophos.com

subway.com/en-gb

Tata Consultancy Services

tommee tippee®

Tata Consultancy Services (TCS) continues to excel as a growth and transformation partner to some of the UK’s most-trusted businesses. The company is now the largest strategic information and technology (SITS) player by revenue in the UK and has been ranked number one in customer satisfaction by TechMarketView.

tommee tippee® is the number one baby feeding accessories and sleep brand in the UK (Source: 52 w/e IRI and Edge to 12th Sep 21) and one of the top brands of infant products and accessories in the global market providing innovative, intuitive, and stylish products loved by babies and recommended by generations of parents.

tcs.com

tommeetippee.com

TONI&GUY

TSB

Xero

TONI&GUY has long been renowned as an innovator within the hairdressing industry, bridging the gap between high fashion and hairdressing. Toni Mascolo OBE’s franchise model has maintained the company’s high education and creative standards, protected the brand and made successes of thousands of TONI&GUY hairdressing entrepreneurs worldwide.

TSB believes in getting the most out of life. Its purpose is to help its customers be confident with their money so that they can do more with it. Afterall, money is just a means to an end. It’s what you do with it that counts.

Xero is a cloud-based accounting software platform for small businesses with more than 2.7 million subscribers globally. Through Xero, small business owners and their advisors have access to real-time financial data anytime, anywhere and on any device.

tsb.co.uk xero.com

toniandguy.com

FOR THE FULL BRAND STORIES VISIT: uk.superbrands.com Image credit: Sandals Resorts

p17


INCLUSION INSPIRES INGENUITY No one has ever changed the world with the status quo.

BRITAIN’S CHOICE

2021/22

That is why we foster a culture of diversity and respect. The future depends on it.

AMD.com © 2021 Advanced Micro Devices, Inc. All rights reserved. AMD and the AMD Arrow logo and combinations thereof, are trademarks of Advanced Micro Devices, Inc.



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The CoolBrands® 2021/22 What makes a brand cool? Is it the passion of an inspirational leader, or the brilliance of a stylishly presented, original innovation? It is the intangible and subjective alure of CoolBrands® that is so hard to pin down, while appearing to be mesmerizingly effortless, when done well

We are proud to present this dynamic and diverse collection of some of the most outstanding CoolBrands® in the UK for 2021/22 For further details please email info@superbrandsuk.com, call +44 20 7118 0018 or visit coolbrandsuk.com

King of Gyms. Since 2015, 1Rebel has been on a mission to disrupt the fitness industry. London’s top boutique fitness operator with five high-intensity class types; it’s renowned for its global award-winning design, and unrelenting pursuit of exceptional customer experience, innovation and inspiration.

Aromatherapy Associates was founded in 1985, at the very beginning of the modern aromatherapy movement. aromatherapyassociates.com

Camp Bestival

#GoBeyond

We Are Family!

The positive choices that we can make have a great impact.

Camp Bestival combines an all-encompassing family festival experience with an action-packed camping holiday to create a Festi-Holiday!

We believe there is a better way to feed our future and that the positive choices we all make, no matter how small, can have a great impact on the health of our planet.

campbestival.net

beyondmeat.com ORTH CAST LW

M CA P

B

ES

T I VA

DOR SET

uk.superbrands.com

LE

LU

1rebel.com/uk

A world-leading wellbeing brand, specialising in essential oil blends.

Beyond Meat

L

1Rebel

Aromatherapy Associates


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CAMPARI

CanO Water

Four Pillars Gin

CAMPARI, the iconic, unforgettable Italian red spirit sitting at the heart of some of the world’s most famous cocktails.

Ditch the bottle – choose CanO Water.

Gin makers above all.

The first ever branded can of water, CanO Water is the underdog fighting against the plastic giants.

Combining unmatched craft with style and personality, this distillery from Australia might just be the coolest gin brand on the planet right now.

camparigroup.com/en

canowater.com fourpillarsgin.com

Frieze

Hillier Bartley

Home Grown Club

A global community that champions art.

Introduced by Katie and Luella, Hillier Bartley has long celebrated the paperclip; re-interpreting this D.I.Y symbol as refined, elevated jewellery, irreverence mixes with everyday luxury.

For Business as Unusual.

Since 1991, Frieze has been creating moments for artists, galleries, institutions and art lovers to come together. You can now join this global community through Frieze Membership.

Home Grown, as part of the Home House Collection, offers a space for exclusive and unrivalled access to the brightest minds in London’s thriving business community.

hillierbartley.com homegrownclub.co.uk

frieze.com

Image credit: CAMPARI

p21


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ICA

Jaguar

Radical arts since 1946.

The future of modern luxury, reimagined.

Supporting pressing debates in contemporary culture through film, visual arts, music, performance and spoken word.

Set against a canvas of true sustainability, Jaguar has become a more agile creator of the world’s most desirable luxury vehicles and services for the most discerning of customers.

ica.art

Ketel One Botanical Made with Ketel One Vodka, distilled with natural botanicals and fruit essences. Ketel One Botanical, available in three varietals, has a beautifully crisp and refreshing taste.

Kiss the Moon Let’s talk beauty sleep. Night-time aromatherapy to help you to sleep beautifully and wake up feeling gorgeous. kissthemoon.com

ketelone.com/en-gb jaguar.co.uk

London Fields Brewery

onefinestay

Rock Rose Gin

Sea Containers London

Love Not War.

The finest stays.

Scottish Gin.

Lifestyle hotel on the Southbank.

One of the early new wave breweries to emerge in London a decade ago, London Fields has re-established itself at the vanguard of the capital’s modern beer scene.

Pairing our guests with the world’s most desirable private homes, villas and chalets, with one of a kind service to create tailored experiences.

Dunnet Bay Distillery is the stylish, sustainable spirits company which created multi-award-winning Rock Rose Gin.

A destination where glamour meets brutalism – your London anchor on the River Thames.

dunnetbaydistillers.co.uk

seacontainerslondon.com

onefinestay.com londonfieldsbeer.com

uk.superbrands.com


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Secret Cinema

Tatty Devine

The Groucho Club

Imagine being able to step into your favourite film.

Tatty Devine jewellery carries a strong feminist message and is known for making a statement and starting conversations.

Original private members club for the arts and media.

To not only walk through the world but play a part in how the story unfolds. Welcome to the spectacular world of Secret Cinema.

tattydevine.com

A world-renowned arts and media private members club, based in Soho, London.

The Hepworth Wakefield The Hepworth Wakefield is an art gallery designed by the acclaimed David Chipperfield Architects and located in the heart of Yorkshire. hepworthwakefield.org

thegrouchoclub.com secretcinema.org

Tony’s Chocolonely

Vita Coco

Wildsmith Skin

An impact company that makes chocolate.

More than just coconuts!

Clinically proven, natural skincare.

With incredibly tasty chocolate, we lead by example to show the world that chocolate can be made differently: in taste, packaging and the way you do business with cocoa farmers.

Vita Coco has grown into more than just a business and in 2019 became B-Corp certified, with a commitment to the B-Corp values of balancing profit with purpose.

Our products go through rigorous, Independent Clinical and Consumer user Trials. We ensure that we bring the finest and most beneficial natural ingredients to each product.

vitacoco.co.uk tonyschocolonely.com/uk/en

wildsmithskin.com

FOR THE FULL BRAND STORIES VISIT: coolbrandsuk.com

Image credit: Tatty Devine

p23


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QUALIFYING CONSUMER AND BUSINESS SUPERBRANDS The brands listed here have all qualified for the status of Business (B) or Consumer (C) Superbrands Vol. 22 by scoring highly with the Business or Consumer Expert Council, and the Consumer or Business Professional audiences. Where brands perform strongly with both Business and Consumer voters, it is possible for them to qualify as both a Business and a Consumer Superbrand

3M B 7-Up C AA C ABB B Abbott B AbbVie B ABP (Associated British Ports) B Absolut C ABTA B Acas B ACCA B Accenture B Acer B Actimel C Activia C adam&eveDDB B Adecco B adidas C Adobe B ADT B AEG C Aegis Group B Aegon B Aggregate Industries B Aggreko B AIG B AIM B Air France B Air Liquide B Air Products B Airbnb C Airbus B AKQA B AkzoNobel B Aldi C Alfa Laval B Alfa Romeo C Allen & Overy B Allianz B Alpen C Alpro C Alstom B Alton Towers C Always C Amazon C Amazon Echo C Ambre Solaire C Amcor B AMD B American Airlines BC American Express BC American Express Global Business Travel B Amey B AMV BBDO B Anadin C Anchor C Andrex C Anglo American B AO.com C Aon B Apple BC Aptamil C Aquafresh C ArcelorMittal B Argos C Ariel C Arm B Arqiva B Arriva B Arsenal FC C Arup B Ascential B ASDA C ASOS C AstraZeneca B Atkins B Audi C Aunt Bessie’s C Auto Trader C Autodesk B Autoglass® BC Avanti B Avast B Avaya B Avis C Aviva BC AXA BC B&Q C Babcock B Bacardi C BAE Systems B Baileys C Bain & Company B Baker McKenzie B Balfour Beatty B BAM Nuttall B Bank of America B Bank of Scotland B Barclaycard BC Barclays BC BASF B Baxi B Baxter B Bayer B BBC C BBC Children in Need C BBC iPlayer C BBH B BCG B BDA (British Dental Association) B BDO B Beck’s C Beechams C Beko C Ben & Jerry’s C Benylin C Bertolli C Best Western B Bestway Wholesale B BHP B BIC B Bidfood B Biffa B Big Yellow B

Biogen B Bird & Bird B Birds Eye C Bisto C BLACK+DECKER BC Bloomberg B Bloomsbury Professional B Blue Circle B Blue Dragon C BMA (British Medical Association) B BMI B BMW C BNP Paribas B BNP Paribas Real Estate B BOC B Bodyform C Boehringer Ingelheim B Boeing B Bombardier B Bombay Sapphire C Bonjela C Booker B Booking.com C Boots C Bosch BC Bose C Boston Scientific B Bouygues UK B Bovril C bp BC BPP B Bradshaw Electric Vehicles B Brakes B Branston C Braun C Brewers B Bridgestone C Bristol-Myers Squibb B British Airways BC British Chambers of Commerce B British Council B British Gas BC British Gypsum B British Heart Foundation C British Land B British Red Cross C British Steel B Britvic C Brother B Brunswick B BSI B BT BC BT Sport C Budweiser C Buildbase B Bulb B Bulmers C Bunzl B Bupa BC Bureau Veritas B Burger King C Burt’s Bees C Buxton C Bywaters B Cadbury C Caffè Nero C Calor B CALPOL C Cambridge Judge Business School B Campbell’s C Canary Wharf Group B Cancer Research UK C Canon BC Capgemini B Capita B Capital FM C Capri-Sun C Captain Morgan C Carat B Carex C Cargill B Carling C Carlsberg C Carphone Warehouse C Carte D’Or C Carter Jonas B Cass Business School B Castrol B Cat B Cathay Pacific BC Cathedral City C CBI B CBRE B CEMEX B Center Parcs C Central Hall Westminster B Centrum C Cesar C Channel 4 C Chelsea FC C Chevron B Chubb BC Churchill C Cif C Cigna B CIMA (Chartered Institute of Management Accountants) B CIPD B Cisco B Citi B City & Guilds B City Plumbing Supplies B Clancy Docwra B Clarion Events B Clarks C Classic FM C Clear Channel B Clearasil C Clifford Chance B Clinigen B Clipper B Cluttons B Clyde & Co B CMI (Chartered Management Institute) B

Co-operatives UK B Coca-Cola C Coca-Cola London Eye C Cognizant B Colgate C CollectPlus B Colman’s C Coloplast B Comfort C Comic Relief C comparethemarket.com C Compass Group B comScore B Confused.com C Continental C Converse C Cornetto C Corona C Corsodyl C Costa C Costain B Costco B Cosworth B Courvoisier C Cow & Gate C CPI EuroMix B Cranfield School of Management B Crayola C Credit Suisse B Crowdcube B Crown B Crown Paints C Crown Trade B Crowne Plaza B Cummins B Cunard C Cuprinol C Currys PC World C Cushelle C DAF B Daikin B Dairylea C Danone C David Lloyd Clubs C De La Rue B De Vere B De’Longhi C Deep Heat C Del Monte C Deliveroo C Dell BC Deloitte B Deloitte Real Estate B Delta B Dettol C Deutsche Bank B DeWALT B DFS C DHL B Digitas B Direct Line C Direct Line (For Business) B Disney C Disney+ C DLA Piper B Dolmio C Domestos C Domino’s Pizza C Doritos C Dove C Dow B DP World B DPD B Dr Pepper C Dr. Martens C Dr. Oetker C Dreamies C Dreams C Dropbox B DS Smith B DueDil B Dulux C Dulux Trade B Dun & Bradstreet B Dunelm C Dunlop C dunnhumby B DuPont B Duracell C Durex C Durham University Business School B Dyson C E.ON BC E45 C Early Learning Centre C easyJet BC Eaton B eBay C Ecolab B Eddie Stobart B Edelman B Eden Project C EDF BC Edwardian Hotels London B EE C EICC B Elastoplast C Elopak B Elsevier B Embraer B Emirates BC Energizer C ENGINE B Epson B Equifax B Equiniti B Equinor B Ericsson B Etihad BC Euromillions C Euromonitor International B Euronext B Europcar C Eurostar BC Eurotunnel BC

Eversheds Sutherland B evian C ExCeL London B Expedia C Experian B ExxonMobil B EY B Facebook C Fairtrade Foundation B Fairy C Fanta C Farley’s C Febreze C FedEx B Felix C Ferrero Rocher C Fever-Tree C Filofax B Financial Times C Finish C First B Fisher-Price C Fitbit C Fitch Group B Five Guys C Flash C Flora C Flymo C Ford C Forrester B Fox’s C Fred Perry C Freshfields Bruckhaus Deringer B freuds B Frost & Sullivan B Fruit Shoot C FSB B FSC (Forest Stewardship Council) B FTSE Russell B Fujitsu B Funding Circle B Funky Pigeon C Galaxy C Galliford Try B Gallup B Gap C Garnier C Gartner B Gatwick Airport C Gatwick Express B Gaviscon C GE B GE Lighting B GfK B Gillette C GitLab B GKN B Glassdoor B GlaxoSmithKline (GSK) B Glencore B Glenfiddich C Glenmorangie C Global Payments B GoCardless B Gocompare C GoDaddy B Goldman Sachs B Good Energy B Goodyear C Google BC Gordon’s C Grant Thornton B Great Ormond Street Hospital Charity C Great Portland Estates B Green & Black’s C Green Energy UK B Green Flag C Greggs C GREY GOOSE C Grosvenor B Gü C Guinness C H&M C Häagen-Dazs C Habitat C Halfords C Halfords Autocentre C Halifax C Hall & Partners B Halliburton B Hamleys C Hammerson B Hannover RE B Hanson B Hapag-Lloyd B Haribo C Harris B Harrogate Convention Centre B Hartley’s C Harvey Nichols C Havas B Haymarket B Hays B Head & Shoulders C Heart C Heathrow C Heathrow Express B Heineken C Heinz C Hellmann’s C Henkel B Henley Business School B Herbal Essences C Herbert Smith Freehills B Hermes B Hertz C Hewlett-Packard Enterprise B Highland Spring C Hill+Knowlton Strategies (H+K) B Hilti B Hilton Food Group B Hilton Hotels & Resorts BC Hiscox B Hitachi B

Please note that this list reflects the brands as presented in the Superbrands research voting process; brands may subsequently have been altered or entirely rebranded, while others may no longer be sold or operational.

uk.superbrands.com

Hogan Lovells B Holiday Inn BC Holland & Barrett C Homepride C Honeywell B Hoover C Hornby C Hotel Chocolat C Hotel Du Vin B Hotpoint C Hovis C Howden B Howdens B HP BC HP Sauce C HSBC BC HSS Hire B Huawei B Huggies® Wipes C Iams C ibis B IBM B ICAEW B ICC Birmingham B Iceland C Ideal B IET (The Institution of Engineering and Technology) B IHS Markit B IKEA C IMI B Imperial College Business School B Indeed B INEOS B Informa B Infosys B Initial B Inmarsat B innocent C Instagram C Intel B Intelsat B Intertek B Intuit B Investors in People B IoD (Institute of Directors) B Ipsos MORI B IQVIA B Iron Mountain B Irwin Mitchell B ISS B ITV C ITV Media B IVECO B iZettle B J.P. Morgan B J2O C Jack Daniel’s C Jacob’s C Jaguar C Jameson C Jammie Dodgers C Janssen B JCB B JCDecaux B JD Sports C Jewson B Jiffy B Jim Beam C JLL B JobServe B John Deere B John Frieda C John Lewis & Partners C John West C Johnnie Walker C Johnson & Johnson B Johnson & Johnson Medical Devices B Johnson Controls B JOHNSON’S C Johnstone’s Trade B Jordans C JUST EAT C Kantar B Kaspersky B Kearney B Kellogg’s C Keltbray B Kenco C Kenwood C Kenwood (Kitchen Appliances) C KETTLE Chips C Kew Gardens C Keyline B KFC C Kier B KIMBERLY-CLARK PROFESSIONAL B Kindle C Kingsmill C Kingspan Group B Klarna B Kleenex C KLM B Knight Frank B Knorr C Komatsu B Kompass B KONE B Kopparberg C Korn Ferry B KP C KPMG B Krispy Kreme C Kuehne + Nagel B Kwik Fit C L’Oreal Paris C Lacoste C Ladbrokes C Ladybird C Laing O’Rourke B Lakeland C Land Rover C Landmark B Landsec B


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Lavazza C Le Creuset C Lea & Perrins C Lead Forensics B Legal & General C LEGO C LEGOLAND C Lemsip C Lendlease B Lenor C Lenovo B Leo Burnett London B Letts of London B LexisNexis B Lexus C Leyland Trade B LG B C Lidl C Liebherr B Lilly B Linda McCartney C Linde B Lindt C LinkedIn B Linklaters B Lipton C Listerine C Liverpool FC C Lloyd’s B Lloyd’s Register B Lloyds Bank BC LloydsPharmacy C Lockets C Lockheed Martin B Logitech B London Business School B London Metal Exchange (LME) B London School of Economics and Political Science (LSE) B London Stock Exchange Group B Longines C Lucozade C Lufthansa B Lurpak C LUSH C Lynx C Lyreco B Mace B Macfarlanes B Maclaren C Macmillan Cancer Support C Madame Tussauds C Maersk B Magners C Magnet Trade B Magnum C Makita B Malmaison B Mamas & Papas C MAN B Manchester Central B Manchester City FC C Manchester United C Manpower B Marie Curie C Marks & Spencer C Marmite C Marriott Hotels B Marriott Hotels & Resorts C Mars C Marsh B Marshalls B Martini C Marvel C Massey Ferguson B Mastercard BC Maynards Bassetts C McAfee B McCain C McCann London B McCoy’s C McDonald’s C McGee B McKinsey B McLaren B McVitie’s C MediaCom B Medtronic B Menzies B Menzies Aviation B Menzies Distribution B Mercedes-Benz C Mercer B Mercure B Merkle B Michael Page B Michelin C Microsoft BC Miele C Mind Gym B Mindshare B MINI C Mintel B Miracle-Gro C Mitie B Mitsubishi Electric B Moleskine B MoneyGram B MoneySuperMarket C Monster B Monzo B Moody’s B Moonpig C Morgan Sindall B Morgan Stanley B Morrisons C Mother B Mott MacDonald B Mr Kipling C Mr Muscle C MSC (The Marine Stewardship Council) B Müller C Munich Re B Murphy B Naked C Nando’s C National Express BC National Grid B National Trust C Nationwide C Nationwide Platforms B NATS B

Nature Valley C NatWest BC NEC B Nescafé C Nespresso C Nesquik C Nestlé Cereals C NetApp B Netflix C NETGEAR B NetJets B Neutrogena C New Holland B Next C NFU B NFU Mutual B Niceday B Nicorette C Nielsen B Night Nurse C Nike C Nikon C Nintendo C Nivea C Nokia B Northern Gas Networks B Northern Powergrid B Northrop Grumman B Norton B Norton Rose Fulbright B Nottingham University Business School B Novartis B Novo Nordisk B Novotel B NSPCC C Nurofen C Nutella C NVIDIA B O2 C OCS B Octopus Energy B ODEON C Office Angels B Office Depot B Ogilvy B Olay C Olympia London B Olympus B Omega C Openreach B Optrex C Opus Energy B Oracle B Oral-B C Ordnance Survey (OS) B Osborne Clarke B OSRAM B Otis B Oxfam C Oxford BioMedica B Oxford Black n’ Red B Oxford Instruments B OXO C P&O Cruises C P&O Ferries C P&O Ferrymasters B PageGroup B Palo Alto Networks B Pampers C Panadol C Panasonic C Panasonic Business B Pandora C Pantene C Paper Mate B Parcelforce Worldwide B Park Inn by Radisson B Park Plaza B PARKER B Patak’s C PayPal BC PayPoint B Pearl & Dean B Pedigree C Pepsi C Peroni Nastro Azzurro C Perrier C Persil C Pfizer B PG Tips C Philadelphia C Philips BC Photo-Me B PHS Group B Pickfords B Pilkington B PILOT B PIMM’S C Pinsent Masons B Pirelli C Piriton C Pitney Bowes B Pizza Hut C PizzaExpress C Play-Doh C PlayStation C Plenty C Plumbase B Plusnet B Polo C Polypipe B Portakabin B Post Office C Post-it B Pot Noodle C Premier Inn BC Primark C Princes C Pringles C Prudential C Pukka C Puma C Purina C Purplebricks C PwC B PYREX C Qatar Airways BC QEII Centre B QinetiQ B Quaker Oats C Qualcomm B Quality Street C

Quorn C RAC C Rackspace B Radisson Blu B Radisson Hotels BC Radox C Raleigh C Randstad B Raytheon B Red Bull C Red Hat B Red Tractor B Reebok C REED B Reed Exhibitions B Refinitiv B Regus B Rennie C Rentokil B Rexel BC RIBA (The Royal Institute of British Architects) B Ribena C Ricoh B Ricoh Arena B RICS B Rightmove C Rio Tinto B Robinsons C Roche B Rolex C Rolls-Royce Group B Ronseal C Rotary C Rowntree’s C Royal Albert Hall C Royal Bank of Scotland B Royal Caribbean International C Royal Doulton C Royal London B Royal Mail BC Royal Worcester C RS B RSA B RSPCA C Russell Hobbs C RWE Generation UK B Ryman B Ryvita C S.Pellegrino C S&P Global B Saatchi & Saatchi B SABIC B Safestore B Sage B Saïd Business School B Sainsbury’s C Saint-Gobain B Salesforce B Samaritans C Samsung BC Samworth Brothers B San Miguel C Sandals Resorts C SanDisk B Sandvik B Sanex C Sanofi B Santander BC SAP B SAS B Savills B Savlon C Scalextric C Scania B Schindler B Schneider Electric B schuh C Schwartz C Schwarzkopf C Schweppes C Scott’s Porage Oats C Scottish and Southern Electricity Networks B Scottish Power C Scottish Widows C ScottishPower B Screwfix BC SEA LIFE Centres C Seagate B Sealed Air B Securitas B Seedrs B Seiko C Selco Builders Warehouse B Selfridges C Sensodyne C Serco B ServiceNow B Seven Seas C Sharp B Sharwood’s C Sheba C Sheffield Forgemasters International B Shell BC Sheraton B Shopify B Shred-it B Shredded Wheat C Siemens BC Siemens Healthineers B SIG B Silentnight C Silver Cross C Silver Spoon C Simmons & Simmons B Simple C Simplyhealth B Singapore Airlines BC Sir Robert McAlpine B Skanska B SKF B Sky C Sky Media B Skype BC Slack B Slaughter and May B SmartWater B Smeg C Smirnoff C Smith+Nephew B Smiths Group B Smurfit Kappa B

Smyths Toys Superstores C Snap-on B Snapchat C Sodexo B Sofitel B Soil Association B Sony C Sony Professional B Sophos B Southern Comfort C Specsavers C Speedo C Speedy B Sports Direct C Spotify C Sprite C Square B STABILO B STAEDTLER B Stagecoach B STANLEY B Stansted Express B Starbucks C Statista B Stella Artois C Stobart Group B Stora Enso B Strathclyde Business School B Strepsils C Stripe B Strongbow C Subway® C Sudafed C Sudocrem C SUEZ B Superdrug C Superdry C Sure C Surf C SurveyMonkey B Swarovski C Swiss Re B Swissport B Symantec B Syngenta B System1 Group B TAG Heuer C TalkTalk C TalkTalk Business B Tampax C Tango C Tarmac B Tata Communications B Tata Consultancy Services B Tate & Lyle B Tate & Lyle Cane Sugar C Taylor Wessing B Taylors of Harrogate C TBWA\London B Ted Baker C Tefal C TEMPUR C Teradata B Tesco C Tesla C Tetley C Tetra Pak B Texas Instruments B Thales B The Baltic Exchange B The Body Shop C The Co-operative Bank B The Daily Telegraph C The Famous Grouse C The Guardian C The Institute of Financial Accountants (IFA) B The Institution of Civil Engineers (ICE) B The Laughing Cow C The Law Society B The Myers-Briggs Company B The National Lottery C The North Face C The Open University Business School B The SEC (Scottish Event Campus) B The Times C Thomson Reuters B Thorn Lighting B Thorpe Park C Thwaites B thyssenkrupp B Ticketmaster C TikTok C Tipp-Ex B Tissot C TK Maxx C Toblerone C TOG (The Office Group) B tommee tippee® C TONI&GUY C Toolstation B Topshop C Toshiba BC Total B Totaljobs B Tottenham Hotspur FC C Toyota C TransferWise B Travelodge BC Travis Perkins B TRESemmé C trivago C Tropicana C TSB B TUI C Twinings C Twitter C Tyrrells C Uber C UBS B UGG C UK Power Networks B UKHospitality B Umbro C Uncle Ben’s C Under Armour C Unisys B University of Bath School of Management B University of Edinburgh Business School B

University of Glasgow Adam Smith Business School B UPS B uSwitch C Vaillant B Vanish C Vaseline C VCCP B Veet C Velvet C Vent-Axia B Veolia B Verisign B Verizon Media B Vicks C Viking B Virgin Atlantic BC Virgin Holidays C Virgin Media C Virgin Media Business B Virgin Mobile C Viridor B Visa BC Vision Express C VMLY&R B VMware B Vodafone C Volkswagen C Voltarol C Volvic C Volvo C Volvo Construction Equipment B Vue C wagamama C Waitrose & Partners C Wales & West Utilities B Walkers C Wall’s Ice Cream C Warburtons C WARC B Warwick Castle C Waterford C Waterstones C Wates B WBS (Warwick Business School) B WD-40 C Wedgwood C Weetabix C Weir B Western Union BC WeTransfer B WeWork B WhatsApp C Whirlpool C Whiskas C Whistl B WHSmith C Wickes BC Wikipedia C Wilkinson Sword C William Reed B Willis Towers Watson B Willmott Dixon B Wincanton B Wolseley B Woolmark B Workday B Workspace B Worldpay B Wrigley’s C Wunderman Thompson B Xbox C XE B Xero B Xerox B Yakult C Yale B Yeo Valley C Yodel B Yorkshire Tea C YouGov B Young’s C YouTube C Zanussi C Zara C Zenith B Zoom BC Zoopla C ZSL London Zoo C Zurich BC

Research process managed by TCBA

UK consumer and business professionals canvassed by Dynata dynata.com

Key B - Business Superbrands Qualifier C - Consumer Superbrands Qualifier

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Promotional Supplement Distributed by Academy of Chief Marketers

QUALIFYING COOLBRANDS ® The brands listed here have all qualified for CoolBrands® status by scoring highly with the independent and voluntary CoolBrands® Expert Council, which is comprised of experts and influencers from across multiple fields from technology to fashion and from beauty to health and wellbeing, providing breadth of expertise and knowledge

& Other Stories

Bignose & Beardy

Core

Farmdrop

Hive

1Rebel

Biona Organic

Cornerstone

Farrow & Ball

Home Grown Club

67 Pall Mall

Bird & Blend Tea Co.

COS

Fender Play

Homeslice

Abel & Cole

Black Cow

Cowshed

Fentimans

Honest

Acne Studios

Black Eyewear

Craft Gin Club

Fenty Beauty & Fenty Skin

Honest Grapes

Acqua di Parma

Black Sheep Brewery

Craig Green

Ferrari

HonestBrew

Activision Blizzard

Black Tomato

Crystal Head Vodka

Fever-Tree

Hotpod Yoga

adidas

Blacks Club

CUBE

Fierce Grace

Hourglass

AER Electric

Blakes London

Cubitt

Finisterre

House of Hackney

Aēsop

Bleach London

Cult Beauty

Fired Earth

Huda Beauty

aeydē

BLOK

Curious Brewery

first direct

Hunter

Affordable Art Fair

Bloomsbury

Curve

Fitbit

ICONIC London

AGA

Bloomtown

Curzon

Five Guys

iderma

Agent Provocateur

Boardmasters

Cutler and Gross

Fjällräven Kånken

IKEA

Air & Grace

Bobbi Brown

Daisy

Flat Iron

Illamasqua

Airbnb

Bocca di Lupo

Darjeeling Express

Flight Club

Instagram

Alara

Bodyism

Dark Star Brewing Co.

Flos

Institute of Contemporary Arts

Alessi

Bollinger

Dash Water

FOREO

Isabel Marant

Alex Monroe

Booja-Booja

Daylesford

Fortnum & Mason

Isle of Wight Festival

Alexander McQueen

Bookshop.org

De’Longhi

Four Pillars

itsu

Alexander Wang

Bose

Dermalogica

Fourpure Brewing Company

J.W. Anderson

Alighieri

Botanic Lab

Dior

Foyles

Jacquemus

All Points East

Bottega Veneta

diptyque

Frame

Jaguar

Allbirds

BOTTLETOP

Discarded Spirits

Franco Manca

James Read

AllBright

Bower Collective

Dishoom

Frieze

Jasper Morrison

allplants

Bowers & Wilkins

Doisy & Dam

fritz-kola

Jax Coco

Alo

Brat

Dollar Shave Club

Gaggenau

Jil Sanders

Annina Vogel

Brew Tea Co

Dom Pérignon

GAIL’S

Jo Malone

Apple

Briogeo

Don Julio

Garmin

Joe & Seph’s

Apple County Cider Co.

British Colour Standard

Dorset Cereals

ghd

Joe’s Tea Co.

Apple TV+

Brompton

Dorset Nectar

Gingerline

Johnnie Walker

Aprilia

Bugatti

Dover Street Market

Glastonbury

Joseph Cheaney & Sons

Aram

Bulleit

Dr Sebagh

Glossier

Jude’s

Arket

Burberry

Dr Stuart’s

GO Kombucha

Junkyard Golf Club

Aromatherapy Associates

Busaba

Dr. Hauschka

Gocycle

Kallø

Artist Residence Hotels

by CHLOE.

Dr. Jackson’s

Good & Proper Tea

Karma Drinks

Aspall Cyder

Byredo

Dr. Martens

Google

KeepCup

Aston Martin

Camden Town Brewery

Dr. Vranjes

GoPro

Ketel One Botanical

Astrid & Miyu

Camp Bestival

DreamWorks

Gosnells of London

KETTLE Chips

ATP Atelier

Cannondale

Dries Van Noten

Graham & Brown

KEVIN.MURPHY

Audi

CanO Water

Drunk Elephant

Graham and Green

Kiehl’s

Audible

Canon

Dualit

Green Man Festival

Kiln

Audio-Technica

Caran D’Ache

Ducati

Grenson

Kin

Aveda

Caravan

DuckDuckGo

GREY GOOSE

Kindle

Avegant

Carpano

Dunkertons

Grind

Kip

Aviation

Cartier

Duolingo

GUBI

Kirk & Kirk

AWAY THAT DAY

Casamigos

Dyson

Gucci

Kiss the Moon

B&B Italia

Casely-Hayford

E.C. One

Gymshark

KitchenAid

Balcones

Cass Art

Earl of East

Haeckels

Kitri

Balenciaga

Caterham

East London Liquor Company

Haig Club

Klarna

Bamford

Celine

Eco Bath London

Ham Yard Hotel

Knoll

Bang & Olufsen

CHANEL

Ecosia

Hanro

KTM

Barbican

Chantecaille

Ecover

Harman Kardon

KX

Barbour

Chapel Down

Edward Green

Harry’s

L’Artisan Parfumeur

bareMinerals

Charbonnel et Walker

Electric Cinema

Hasselblad

La Perla

BBC iPlayer

Charlotte Mensah

Electronic Arts (EA)

Hattingley Valley

Laphroaig

Beats by Dr. Dre

Charlotte Tilbury

Elephant Gin

Hauser & Wirth

Laura Mercier

Beauty Pie

Chartreuse

Empirical

Hawkes

Laurent-Perrier

Beautystack

Chase Distillery

EMS

Hawksmoor

Le Creuset

Beavertown

Chilly’s

END.

HAY

Legendary Pictures

BECCA

Christopher Kane

Enigma

Heal’s

Leica

BELAZU

Church’s

Epic Games

Hedonism Wines

Leiths School of Food and Wine

Belsazar

Citymapper

Erbology

Heist

Leon

Belvedere Vodka

Clase Azul

ercol

Heliocare

Liberty

Ben & Jerry’s

Coco de Mer

Erdem

Hendrick’s Gin

Lick

Bennett Winch

Codecademy

Etsy

Herbivore

Liforme

Bentley

Coldpress

Everyman Cinemas

Hernö Gin

Ligne Roset

Berners Tavern

Comme des Garçons

Eyeko

Herradura

Lime Wood

Berry Bros. & Rudd

Compass Box

Faber & Faber

Herschel Supply Co

Linda Farrow

Bert & May

Condé Nast College

Faber-Castell

Hershesons

Little Greene

Beyond Meat

Conscious Chocolate

FAIR.

Hibiki

Living Architecture

Beyond Yoga

Converse All Stars

FALKE

Hillier Bartley

Living Proof

BFI PLAYER

Coppa Club

Farfetch

HINE

Lizi’s Granola

Please note that this list reflects the brands as presented in the CoolBrands® research voting process; brands may subsequently have been altered or entirely rebranded, while others may no longer be sold or operational.

uk.superbrands.com


Promotional Supplement Distributed by Academy of Chief Marketers

Lo Bros

Northern Bloc

Rare Tea Company

Stella McCartney

Unbound

Loake

Northern Monk

Raw Halo

Stephen Webster

Under Armour

Loewe

Nota Bene

Ray Stitch

Stitch & Story

Universal Music Group

Lomography

Nubian Skin

Ray-Ban

Strathmore

Universal Pictures

London Art Fair

Nutmeg

REAL Kombucha

Street Feast Festival

Vagabond Coffee Roasters

London Essence Company

Nutribullet

Rebel Kitchen

Sunseeker

VanMoof

London Fields Brewery

Nyetimber

Reddit

Superga

Vans

lookfantastic

OceanSaver

Remeo Gelato

Symprove

Veja

Lovebox

Oculus

REN Clean Skincare

Taittinger

Verdant Brewing Co.

LoveRaw

OFF-WHITE

Republic of Fritz Hansen

TALA

Vespa

Ludlow Food Festival

OLAPLEX

RevitaLash Cosmetics

Tangle Teezer

Vetements

Lululemon

Old Mout Cider

Revolut

Tapatio

Veuve Clicquot

Lusso Stone

Ole & Steen

Reyka Vodka

TÅPPED

Vintage Electric

M·A·C

Oliver Peoples

Richard Quinn

Tate

Vita Coco

Made

Oliver Spencer

RICOH THETA

Tatty Devine

Vitamix

Maison Margiela

Olivia von Halle

Ridgeview

teapigs

Vitra

MALIN+GOETZ

Olympus

RIEDEL

TED

Vivobarefoot

Mallow & Marsh

Ombar

Ring

Ten Health & Fitness

VOSS

MAMONT vodka

onefinestay

River Cottage Cookery School

TENZING

Wahl

Manolo Blahnik

Opening Ceremony

Riverford

Tequila Fortaleza

WallpaperSTORE*

Manomasa

OPI

Rock Rose Gin

Tequila Ocho

Walt Disney

Maria Black

Oppo

Rockett St George

Tesla

Warner Bros.

Maria Tash

Orchard Pig

Rockstar Games

The Arts Club

Warner Music Group

Marvel Studios

Oribe

Rococo Chocolates

The Beauty Chef

WaterRower

MasterClass

Orlebar Brown

Roksanda

The Botanist

Waze

MATCHESFASHION.COM

Osborne & Little

Rosewood London

The Connaught

Wealthify

Matilda Goad

OSKIA

ROWBOTS

The Five Points Brewing Co

WelleCo

McLaren

Ottolenghi

Roxanne First

The Fordwich Arms

WhatsApp

MEATliquor

OUAI

Royal Enfield

The Forest Side

Wheely

Melissa Odabash

Our/Vodka

Rude Health

The Groucho Club

Wheyhey

MelodyVR

Oyster Yachts

Ruinart

The Hand & Flowers

Whitechapel Gallery

Mercedes-Benz

Pact Coffee

Rustler Yachts

The Handmade Cocktail Company

Whole Earth

method

Palace

S.Pellegrino

The Hepworth Wakefield

Whole Foods Market

Miele

Paramount Pictures

Sacai

The House of St Barnabas

Widow Jane

Milk Makeup

Parklife

Saint Laurent

The Hoxton

Wild

Mindful Chef

Pashley

Samsung

The Isle Of Paradise

Wild Card Brewery

MINI

Pat McGrath Labs

Sand & Sky

The Ivy Club

Wilderness

Missoma

Patagonia

Sandqvist

The Kernel Brewery

Wildsmith Skin

Mixcloud

Patrón Tequila

Savage X Fenty

The London EDITION

Willie’s Cacao

MOA Magic Organic Apothecary

Patty & Bun

SCP

The Lowry Hotel

Winsor & Newton

Modibody

Paul Ainsworth at No6

Sea Containers London

The Natural Deodorant Co.

Wireless Festival

Moleskine

Peloton

Secret Cinema

The New Craftsmen

Wolf & Badger

Molly Goddard

Penguin

Seed & Bean

The North Face

Wolford

Molteni&C

Perky Blenders

Seedlip

The Nue Co.

Wool and the Gang

Moneybox

Perrier

SEGA

The Ordinary

Xbox

Monica Vinader

Perrier-Jouët

Segway-Ninebot

THE OUTNET

Yallah

Monkey Shoulder

Persol

Self Care Co.

The Paleo Food Co

Yodomo

Monmouth Coffee Company

Phine

Selfridges

The Palomar

YOGI TEA

Monzo

Picturehouse Cinemas

Sennheiser

The Pig

YouTube

Moroccanoil

Pinterest

Sharpham Park

The Raw Chocolate Company

YSP (Yorkshire Sculpture Park)

Mr & Mrs Smith

Pizza Pilgrims

Shaun Leane

The River Café

Zanzan

Mr Lyan’s

Planet Organic

Shazam

The Rookery

Zipcar

Mr Organic

PlayStation

Shiseido

The Rug Company

Zoom

MR PORTER

Plenish

Shoreditch House

The Sportsman, Seasalter

Żubrówka

MUBI

Plymouth Gin

Shoryu Ramen

The Standard, London

Mulberry

Pol Roger

Simone Rocha

The Third Space

Munchy Seeds

Polaroid

Sipsmith

The V&A

Nails.INC

Pollen + Grace

Siren Craft Brew

The Vampire’s Wife

Naked Wines

Polly’s Brew Co.

SK-II

The Wild Beer Co

NARS

Pooky

Skandium

The Zetter Townhouses

Native

Porsche

SkinCeuticals

This Works

Natural History Museum

Portobello Rd Gin

Smeg

TikTok

NatureLab

POSCA

Soho House

tokyobike

Neal’s Yard Remedies

Prada

Sol de Janeiro

Tom Dixon

Neom Organics

Pressure Drop Brewing

Sonos

TOM FORD

Neous

Prestat

Sony

TOMS

NET-A-PORTER.COM

Primrose’s Kitchen

Sophia Webster

Tonkotsu

Netflix

PROPERCORN

SoulCycle

Tony’s Chocolonely

New Balance

Psycle

SoundCloud

Trafalger Studios

Nicholas Kirkwood

Pukka

Southbank Centre

Trek

Nike

Pump Street Chocolate

Space NK

Tricker’s

NIKKA Whisky

Punchdrunk

Specialized

TriPollar

Nikon

Purdey’s

Spectrum

Triumph

Nintendo

Pureology

Spotify

triyoga

Nkuku

RA (Royal Academy)

SQUARE ENIX

TRNSMT

Nobu Hotels

Random House

Squirrel Sisters

Twitch

Nom

Rapanui

St-Germain

Tyrrells

Non Plastic Beach

Rapha

Starling Bank

Ubisoft

Research process managed by TCBA

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