The first 10 brands in the Innovation 50 show how marketing drives brand success

The first 10 brands in the Innovation 50 show how marketing drives brand success

The first 10 brands in the Just.Marketing Innovation 50 power list show the diversity of ways in which marketing can drive preference, sales, awareness and much more. With economies and businesses across the world struggling but hoping to recover from the pandemic in 2021, The Innovation 50 list, as it grows, will continue to show just how important marketing’s role will be in the recovery.

Nominated by the industry, the Innovation 50 brands have been chosen because they represent the most innovative examples of marketing. And in every case, marketing has been pivotal to the company’s success.

On the list are three beverage brands, two sports apparel brands, two media brands, two food brands and a ground-breaking individual, Elon Musk – nominated for his ability to ‘sell the future’.

The Innovation 50 | Just Marketing

The Just.Marketing Innovation 50 power list
THE FIRST 10

1. Brewdog

2. Eagle Lager

3. Elon Musk

4. Gymshark

5. ITV

6. The New York Times

7. Oatly

8. Tony's Chocolonely

9. Under Armour

10. Yorkshire Tea

The first 10 brands in the Just.Marketing Innovation 50 power list show the diversity of ways in which marketing can drive preference, sales, awareness and much more. With economies and businesses across the world struggling but hoping to recover from the pandemic in 2021, The Innovation 50 list, as it grows, will continue to show just how important marketing’s role will be in the recovery.

Nominated by the industry, the Innovation 50 brands have been chosen because they represent the most innovative examples of marketing. And in every case, marketing has been pivotal to the company’s success.

On the list are three beverage brands, two sports apparel brands, two media brands, two food brands and a ground-breaking individual, Elon Musk – nominated for his ability to ‘sell the future’.

Purpose is the differentiator for many brands in the first 10. While Tony’s Chocolonely was created to oppose child slavery in Africa, Ugandan beer brand Eagle Lager may be owned by a global brewing giant but it has been created locally and benefits the community and farmers in a variety of ways.

Milk alternative Oatly campaigns on a number of purposeful fronts to encourage consumers to switch to its brand and away from cow’s milk; while The New York Times used outdoor media over the last few years to oppose fake news and aggressive attacks from Donald Trump in such poignant ways that the campaign has received numerous industry awards.

ITV has turned to purposeful marketing in the last two years as it considers how it can offer ‘more than TV’, getting the nation talking about issues of social importance, such as healthy diets and mental health.

Gymshark and Under Armour are classic challenger brands in their sector. Both have grown dramatically using different strategies – the former through social media and the latter through traditional grassroots techniques to build powerful brands in a short space of time.

Yorkshire Tea was nominated for its ability to develop a tone of voice and personality in a low interest category that was in decline. The strategy has arguably given the brand national treasure status among tea drinkers.

Meanwhile, BrewDog has exemplified how disruptive communications can turn a rebel brand into a powerful voice in a sector where differentiation is vital.

These are just the first 10 brands in a list of 50 innovators that will be highlighted in the months ahead, offering business a glimpse of what innovative marketing can achieve.