Why it matters

Building an enduring brand is increasingly difficult, but brands that are unafraid to make transformative decisions are well placed to stay relevant to consumers.


  • Brands which build enduring growth view the status quo through the lens of human truth, experiences and economics.
  • Brands which have managed to stay near the top of Interbrand’s annual list – such as Apple, Amazon, Disney and McDonalds – have embraced a strategy of constant innovation and transformation to stay relevant to consumers.
  • Successful brands build across categories, for example, Amazon.

Brand which aren’t afraid to make ‘iconic moves’ to evolve with consumer trends are more likely to endure through the decades, according to Daniel Binns, Chief Executive Officer at Interbrand.