Millennials make up a crucial group of consumers. Ad agency Moosylvania asked over 3,500 millennials — defined as 20 to 35-year-olds — to select their favorite brands over the past three years. Great Questions, LLC helped rank the winning brands. These brands are the ones that came out on top. Some are surprising — others, not so much. A common theme for successful brands? Engaging with millennial consumers via social media.
100. Audi
Robert Libetti/ Business Insider
Headquarters: Ingolstadt, Germany
Place on last poll: Not applicable (*Note: Moosylvania’s previous poll from spring 2015 only contained the top 50 brands for millennials.)
Why it’s hot: Audi used a mobile app to connect with its users during the 2015 Audi Cup, allowing users to be parts of the experience.
99. Subaru
Subaru
Headquarters: Tokyo, Japan
Place on last poll: N/A
Why it’s hot: Subaru’s Winterfest integrated an entire winter culture to go with the brand. It gave Subaru owners perks such as free snowboarding clinics — and more. This helped the brand develop a different kind of image — one with the outdoors and adventure — which can be appealing to millennials.
98. Nestle
REUTERS/Brendan McDermid
Headquarters: Vevey, Switzerland
Place last poll: 34
Why it’s hot: Nestle’s Nescafe created „social art“ in Croatia by placing its red mugs all over the city. This, Moosylvania says, appealed to millennials. Nestle also manufactures many popular candies.
97. Johnson & Johnson
Headquarters: New Brunswick, New Jersey
Place on last poll: N/A
Why it’s hot: The „ACUVUE 1-DAY Contest“ allowed users to meet with popular celebrities and receive a brief mentorship. This has helped the brand cater to millennials, and not just be known as a producer of baby powder.
96. DC Shoes
Headquarters: Huntington Beach California
Place on last poll: N/A
Why it’s hot: DC Shoes is about cultivating a skateboarding lifestyle. Additionally, the brand engaged its audience by with its #TraseYours campaign, wherein the Talenthouse community of artists were able to design shoes for chances to win cash prizes. Better yet, the winning design had the chance of being produced by DC Shoes.
95. Carter’s
Instagram/Carters
Headquarters: Atlanta, Georgia
Place on last poll: N/A
Why it’s hot: The Carter’s website proves that the brand has nailed ecommerce. In fact, the brand has mastered social media. Therefore, Moosylvania found that it’s very appealing to millennial parents who want to share photos of their babies (wearing Carter’s apparel, no less) with its hashtag #lovecarters. Carter’s features those photos of adorable tykes on its website, too.
94. Calvin Klein
Calvin Klein Facebook
Headquarters: New York, NY
Place on last poll: N/A
Why it’s hot: Calvin Klein utilizes popular celebrities for its campaign. It also is savvy when it comes to the social sharing culture — its #MyCalvins campaign has successfully capitalized on that.
93. Axe
Axe
Headquarters: Unilever N.V. Rotterdam, Netherlands
Place on last poll: N/A
Why it’s hot: Axe’s #KissForPeace campaign — and its corresponding ad — were right in line with Axe’s signature tone. It also engaged Axe’s consumers with the nonprofit organization, Peace One Day, and millennials love when a company supports a cause.
92. Subway
Flickr/Bubby
Headquarters: Milford, Connecticut
Place on last poll: N/A
Why it’s hot: Subway has long reigned supreme when it healthy fast food, but recently, Chipotle has dethroned the chain. The chain lost a lot of clout when Jared Fogle, the brand’s former spokesperson, was associated with child pornography.
91. Jeep
Thomson Reuters
JEEP GRAND CHEROKEE AT NEW YORK AUTOMOBILE SHOW.
Headquarters: Auburn Hills, MI
Place on last poll: N/A
Why it’s hot: Jeep engaged with its consumers with its Endless Jeep Summer campaign, wherein Jeep owners submitted videos to Vine and Instagram.
90. Anthropologie
Anthropologie
Headquarters: Philadelphia, Pennsylvania
Place on last poll: N/A
Why it’s hot: Anthropologie is Urban Outfitter’s finely curated and refined sister brand, so it makes sense that the brand chose to engage with its consumers via Pinterest, the social channel that’s all about curation, with its #PintoWin contest.
89. Publix
brownpau/flickr
Headquarters: Lakeland, Florida
Place on last poll: N/A
Why it’s hot: Publix’s app has simplified shopping. An easier shopping experience is more crucial than ever, given the rise of grocery delivery services.
88. General Mills
bpende / Flickr
Headquarters: Minneapolis, MN
Place on last poll: N/A
Why it’s hot: General Mills‘ Fiber One brand has been nailing its marketing, with its funny ads, and its socially-driven contest like #FiberOneCheesecake, which gave users the opportunity to win cheesecake for an entire year.
87. ESPN
Michelle McLoughlin/Reuters
Headquarters: Bristol, Connecticut
Place on last poll: N/A
Why it’s hot: ESPN’s Fantasy Football app engaged consumers and helped the network bring a popular past time into the next generation.
86. ACER
Amazon
Headquarters: Taipei, Taiwain
Place on last poll: N/A
Why it’s hot: Acer’s tablets work in tandem with billboards, which allows consumers to interact with brands on a whole new level.
85. Wendy’s
Headquarters: Columbus, Ohio
Place on last poll: 47
Why it’s hot: One of Wendy’s recent marketing campaigns was ultra-focused on millennials, with the young „Red“ character in commercials and new items like pretzel cheeseburgers. Wendy’s has always emphasized being fresher than competitors, making every burger to-order and not freezing beef. In the era of Chipotle, this message resonates with millennials.
84. Trader Joe’s
Christian Storm/Business Insider
Headquarters: Monrovia, California
Place on last poll: N/A
Why it’s hot: Millennials love Trader Joe’s. Organic food, unique products, and low prices make it a hot destination for millennials. It also boasts its own unique personality — be it the Hawaiian shirts or the pun-laden signs around the stores.
83. J. Crew
J. Crew
Headquarters: New York, NY
Place on last poll: N/A
Why it’s hot: Times have been tough for preppy mainstay J. Crew, as it appeared to stray from its roots with odd selections. But a fall collection and the spring/summer 2016 lineup looked generally promising. The brand continues to connect with millennial women, largely in part due to its Creative Director, Jenna Lyons. J. Crew’s „Very Personal Styling“ also appeals to millennials, as does its somewhat-affordable wedding apparel.
82. Gucci
Thomson Reuters
File photo of a woman holding an umbrella as she walks past a company logo of a Gucci boutique outside a shopping mall in central Guangzhou
Headquarters: Florence, Italy
Place on last poll: N/A
Why it’s hot: Gucci engaged with millennial consumers with a campaign surrounding its classic loafer. The campaign included quizzes, a Pinterest board, and a #Gucci1953HorsebitLoafter hashtag, cementing the luxury brand as a participant in the social community with its own voice.
81. Costco
Thomson Reuters
Shopping carts at Costco in Fairfax, Virginia
Headquarters: Issaquah, Washington
Place on last poll: N/A
Why it’s hot: Now that Costco has partnered with Google, it can serve cash-strapped millennials in urban cities who want to buy things in bulk, but perhaps don’t have the transportation to do so. It already boasts many great deals.
80. Rue 21
Instagram/Rue 21
Headquarters: Warrendale, Pennsylvania
Place on last poll: N/A
Why it’s hot: The brand has figured out a way to pull in shoppers. When rue21 launched its new ecommerce site, it held a „Shop & Win“ contest. The contest involved a social sharing aspect as well as the promise of winning clothing.
79. Puma
Puma Facebook
Headquarters: Herzogenaurach, Germany
Place on last poll: N/A
Why it’s hot: While Puma lags in comparison to competitors Nike and Adidas, it still has managed to engage a young audience — especially with its „Dance Dictionary“ feature. Fortunately, Rihanna’s involvement with the brand is helping it tremendously.
78. Playstation
Sony
Headquarters: San Mateo, California
Place on last poll: N/A
Why it’s hot: Playstation has managed to take gaming to the next level with its Infamous: Second Son game — it features a character with the power to shock others, and yes, players can get shocked.
77. Nordstrom
Scott Olson / Getty Images
Headquarters: Seattle, Washington
Place on last poll: N/A
Why it’s hot: Nordstrom is the department store that’s managing to defy the odds. It recently announced plan to expand its lower-priced concept, Nordstrom Rack. Nordstrom managed to capture and hold onto a young audience by adding Reddit to its social media roster.
76. Nissan
Newspress
Headquarters: Yokohama, Kanagawa Perfecture, Japan
Place on last poll: N/A
Why it’s hot: Nissan’s „Open The Briefcase“ campaign last year cemented it as a car company that’s fully engaged with its consumers, as it was orchestrated via mobile devices.
75. Dodge
REUTERS/Rebecca Cook
Headquarters: Auburn Hills, Michigan
Place on last poll: N/A
Why it’s hot: When Dodge partnered with „Anchorman“ to produce an ad featuring the comically legendary Ron Burgundy (Will Ferrell), it cemented itself as a brand that communicated on the same level as many pop-culturally savvy millennials.
74. Toshiba
Thomson Reuters
Pedestrians walk past a logo of Toshiba Corp outside an electronics retailer in Tokyo
Headquarters: Minato, Tokyo, Japan
Place on last poll: N/A
Why it’s hot: Toshiba partnered up with Intel and San Francisco ad agency Peira & O’Dell for its „Beauty Inside“ campaign — a piece of branded content that featured six episodes about a character named Alex, who woke up as a different person everyday (including both celebrities…and regular people).
73. Sephora
Thomson Reuters
People walk out of the Sephora store on the Champs Elysees Avenue in Paris
Headquarters: Paris, France
Place on last poll: N/A
Why it’s hot: Sephora is the premiere destination for all things beauty. Its points and rewards system encourages brand loyalty; consumers keep coming back to obtain points to earn new products. Sephora’s app, Beauty Insider, features „Beauty Boards,“ which allow shoppers to show off their best new looks. It also serves an inspiration board, in the same vein as Pinterest.
72. Netflix
Thomson Reuters
The Netflix logo is shown in this illustration photograph in Encinitas, California
Headquarters: Los Gatos, California
Place on last poll: N/A
Why it’s hot: There’s a reason people say „Netflix and chill“ and not „cable and chill!“ Netflix’s original series such as „Orange Is The New Black“ and „Unbreakable Kimmy Schmidt“ have turned it into a very influential vehicle in pop culture. It also partnered with popular site Gawker for a documentary club, wherein viewers were able to discuss a weekly program with other people.
71. JCPenney
Headquarters: Plano, Texas
Place on last poll: 18
Why it’s hot: JCPenney has been working to execute a turnaround by focusing on engaging consumers, like with its interactive charity game during the Oscars. JCPenney recently starting incorporating Sephora units into its larger stores.
70. Banana Republic
Banana Republic
Headquarters: San Francisco, California
Place on last poll: N/A
Why it’s hot: Banana Republic partnered with the funny Instagram account #HotDudesReading — promoting First Book, a literacy program for children (and millennials love things with a good cause). Recently, Banana Republic has faced some troubles with fashion missteps and slipping sales.
69. Valve
Headquarters: Bellevue, Washington
Place last poll: 24
Why it’s hot: The video-game development company rose to prominence with its Half-Life franchise in 1998. The brand has a huge following on Facebook and frequently posts giveaways. Steam has also become the premiere gaming platform for many people.
68. Pizza Hut
Headquarters: Wichita, Kansas
Place last year: 21
Why it’s hot: Pizza Hut tested out movie-projector boxes in Hong Kong, proving that the brand is always looking to innovate. Pizza Huts wacky pizzas, like its Hot Dog Stuffed Crust Pizza, certainly set sparks of intrigue (and maybe disgust) flying throughout social media and the Internet.
67. Marvel
Marvel
Headquarters: New York, NY
Place on last poll: N/A
Why it’s hot: Marvel is obviously a huge power force in pop culture — its „Avengers“ movies (amongst others) are smash hits, grossing billions of dollars worldwide. Marvel knows its movies generate tremendous hype, so it kept its „Avengers: Age of Ultron“ trailer ‚locked‘ until fans tweeted enough. Moosylvania notes that Marvel received an outrageous amount of tweets — an average of 8,100 tweets a minute worldwide — so it was obviously a successful campaign.
66. Michael Kors
Michael Kors rose to popularity because of its handbags.
Headquarters: New York, New York
Place on last poll: N/A
Why it’s hot: Michael Kors bags and watches are very popular with millennials, although a recent rise in ubiquity (along with rapid expansion) has threatened the brand’s level of luxury. It may be too popular for its own good. Still, Moosylvania praises the brand for its memorable 2013 campaign, #WhatsInYourKors, which cemented the brand’s social voice.
65. Facebook
REUTERS/Stephen Lam
Facebook CEO Mark Zuckerberg is seen on stage during a town hall with Indian Prime Minister Narendra Modi at Facebook’s headquarters in Menlo Park, California September 27, 2015.
Headquarters: Menlo Park, California
Place on last poll: N/A
Why it’s hot: Facebook is a primary vehicle for millennial communication. The „Look Back“ campaign and the recent „memories“ feature cater to millennials‘ love for nostalgia — and better yet, they’re both focused on social sharing.
64. Bath & Body Works
AP
Headquarters: Reynoldsburg, Ohio
Place on last poll: N/A
Why it’s hot: Bath & Body works was an icon in the late ’90s and early aughts (and a mainstay for holiday gifts). Bath & Body Works capitalized on millennials‘ love for nostalgia by throwing back to its iconic older fragrances, such as Cucumber Melon and Juniper Breeze with its #FlashbackFragrance campaign.
63. Barnes & Noble
Headquarters: New York, NY
Place on last poll: N/A
Why it’s hot: Yes, these kids still read! And Barnes & Noble knows that. Barnes & Noble also capitalized on social media with its #BNGiftTip campaign, which helped consumers figure out what sort of items to buy for presents via the Internet.
62. AT&T
Daniel Goodman / Business Insider.com
Headquarters: Dallas, Texas
Place on last poll: N/A
Why it’s hot: AT&T had its own mini-series on Snapchat called „Snapperhero“ — and millennials love Snapchat. AT&T has encouraged its users to submit their own content for the campaign, too. Ultimately, all of it was shared on various social networks. AT&T proved it could communicate on the same level that millennials communicate on. AT&T also remains a popular phone service.
61. Verizon
Headquarters: New York, New York
Place on last poll: 27
Why it’s hot: Verizon is continuing to dominate the mobile space. The company also recently purchased AOL, showing it is interested in producing more content. The company has recently endeared millennials by making its data plan cheaper. The brand also had a campaign that encouraged young people to create mobile apps.
60. Mountain Dew
Honest Slogans
Headquarters: Purchase, New York
Place on last poll: N/A
Why it’s hot: Mountain Dew has capitalized on the way many millennials communicate — via Snapchat. It announced its new flavors via the social media service. The brand also told a live story via Snapchat when it launched its new Kickstar beverage, causing Fast Company to sing its praises. „Mountain Dew is a brand that is constantly engaging with young consumers,“ the website wrote.
59. Kroger
REUTERS/Mike Blake
Breakfast cereal is shown for sale at a Ralphs grocery store in Del Mar, California, March 6, 2013.
Headquarters: Cincinnati, Ohio
Place on last poll: N/A
Why it’s hot: Kroger’s loyalty cards track what shoppers buy — so that Kroger’s shoppers don’t just receive random rewards, but rather, rewards that cater to their specific shopping needs. Kroger has been taking many steps to advance its in-store (and delivery) technology.
58. Kraft
REUTERS/Jonathan Ernst
Kraft macaroni and cheese products are seen on the shelf at a grocery store in Washington, May 3, 2012.
Headquarters: Northfield, Illinois
Place on last poll: 40
Why it’s hot: Kraft scored big points with millennials this year when it announced that starting in 2016, its original Macaroni & Cheese will get its color from natural spices like paprika instead of from artificial additives Yellow 5 and Yellow 6. Kraft’s latest ads have also appealed to millennials, Moosylvania explains, since they look more like GIFs — something millennials love.
57. Gamestop
REUTERS/Shannon Stapleton
Headquarters: Grapevine, Texas
Place on last poll: N/A
Why it’s hot: GameStop knows how to cater to its customers. It uses mobile data to help it figure out which games to stock in particular regions. GameStop has avoided the fate of becoming the next ill-fated Blockbuster, by stocking more than just games, featuring downloadable content, and making GameStop not just a store, but a social destination for game-loving shoppers.
56. Chipotle
Headquarters: Denver, Colorado
Place on last poll: N/A
Why it’s hot: It’s no secret — millennials are obsessed with fast casual behemoth Chipotle. Its focus on eliminating GMOs and sustainable ingredients has helped it unseat Subway as the ultimate healthy place to eat. The company is also quirky — Moosylvania points to its haiku contest, wherein consumers could write love haikus to their beloved burritos for the chances to win prizes.
55. Chick-fil-A
Hollis Johnson
Headquarters: Atlanta, Georgia
Place on last poll:
Why it’s hot: Chick-fil-A has a cult following, no doubt. Its zealots showed their devotion when they had the opportunity to dress like cows to win free food. Chick-fil-A remains a favorite destination for millennials because the food is fresh…and good.
54. Whole Foods
Mallory Schlossberg/Business Insider
Headquarters: Austin, Texas
Place on last poll:
Why it’s hot: Whole Foods is known for selling fresh, organic food, and for suggesting healthy recipes to consumers. It has engaged consumers on its social networks by encouraging them to share their own food photos.
53. Ebay
Thomson Reuters
An eBay sign is seen at an office building in San Jose, California
Headquarters: San Jose, California
Place on last poll: N/A
Why it’s hot: Even though reselling clothes is becoming the hottest new thing in retail — and many startups are aiming to disrupt the space — eBay remains the primary place for reselling items on the Internet. eBay has also showed off its cultural colors when it suggested that artists use the hashtag #eBayArtforAll to share their own personal inspirations.
52. Asus
REUTERS/Pichi Chuang
Asus Padfone 2 tablet
Headquarters: Taipei, Taiwan
Place on last poll: 50
Why it’s hot: This Taiwanese company is a huge PC vendor. The brand is making headlines for its inexpensive Android smartphone and ZenWatch. The brand also plays on popular memes (for example, birds with arms), and has optimized its Internet friendly content, including games and videos. But as more consumers turn to Android, Asus could be challenged.
51. Taco Bell
Taco Bell Online
Headquarters: Irvine, California
Place on last poll: Taco Bell
Why it’s hot: Taco Bell remains wildly popular. It’s #breakfastdefects campaign helped the brand create its own unique, Internet-friendly culture surrounding its breakfast lineup. Taco Bell also rewards fans by giving away free food with occasional contests.
50. Dr. Pepper
By andreasivarsson on Flickr
Headquarters: Plano, Texas
Place on last poll: N/A
Why it’s hot: Dr. Pepper not only has a cult following, but it also has taken steps to lure in millennial consumers. It partnered with Spike TV’s popular show, „Lip Sync Battle“ to set up a lip sync booth in Times Square. Some people were selected to have their videos air on the television show.
49. Dove
Dove
Headquarters: Rotterdam, Netherlands
Place last year: 26
Why it’s hot: Dove, which is owned by Unilever, has been succeeding with its „real beauty“ campaigns, which emphasizes natural looks over the typically airbrushed ads, resonate well with millennials. The brand’s „Self Esteem“ Snapchat campaign, in which girls could Snapchat their insecurities and receive a positive response, highlighted the brand’s ethos.
48. HTC
Antonio Villas-Boas/Tech Insider
Headquarters: Xindian District, New Taipei, Taiwan
Place on last poll:
Why it’s hot: HTC made its consumers stars in Times Square — the company encouraged consumers to share their most gorgeous photos for a chance to be shared on a massive billboard in the iconic New York City enclave.
47. Hershey’s
Headquarters: Hershey, Pennsylvania
Plac last poll: 37
Why it’s hot: Hershey’s has dropped artificial colorings from its chocolate. „We are committed to making our products using ingredients that are simple and easy-to-understand, like fresh milk from local farms, roasted California almonds, cocoa beans and sugar – ingredients you recognize, know and trust,“ the company said in a news release.
46. BMW
BMW
Headquarters: Munich, Germany
Place on last poll: N/A
Why it’s hot: BMW served as an official sponsor of the United States Olympics team in 2014, and the automobile company sponsored social campaigns with incentives for consumers, like its #BMWborntoslide campaign, wherein consumers who photographed themselves sliding could a win a trip to Utah to ride in a real bobsled.
45. Ralph Lauren
Ralph Lauren
Headquarters: New York, New York
Place on last poll: 30
Why it’s hot: Ralph Lauren’s brand is available at thousands of stores worldwide. The brand has become more active on social media and hired Sports Illustrated cover model Hannah Davis to model its resort collection. The brand also encouraged consumers to be a part of its „Project Warehouse“ campaign last year, which Moosylvania says created an emotional connection between the brand and its consumers.
44. Kellogg’s
Headquarters: Battle Creek, Michigan
Place on last poll: 39
Why it’s hot: Cereal sales might be declining, but the company has mastered digital campaigns, which certainly appeals to millennials.
43. Coach
REUTERS/Fred Prouser
Headquarters: New York, NY
Place on last poll: N/A
Why it’s hot: Coach’s social media activity and campaigns have made the luxury brand accessible to younger shoppers who don’t have as much money. But, Coach’s ubiquity and accessibility have hurt the brand’s reputation as a luxury retailer, so the brand has been focusing on toning down its promotions to help it become more exclusive again.
42. Honda
Newspress
Headquarters: Hamamatsu, Japan
Place on last poll: 31
Why it’s hot: Honda’s fuel-efficient, compact cars appeal to millennials. But most importantly, the company’s YouTube campaigns for Honda Fit excited millennials. Honda has partnered with major companies such as iHeartRadio, Live Nation, and REVOLT for its YouTube channel.
41. Chevrolet
Chevrolet
Headquarters: Detroit, Michigan
Place on last poll: 23
Why it’s hot: Chevy’s compact, Trax SUV is a hit with urban millennials. The brand’s emoji-themed campaigns also appeal to millennials, who communicate that way.
40. Best Buy
Headquarters: Minneapolis, Minnesota
Place on last poll: 28
Why it’s hot: Best Buy has been successfully growing sales and revenue through its television business. Executives at Best Buy have made it clear that 4K Ultra High Definition televisions are the future of the business. Last year, the brand appealed to consumers during the holiday season by encouraging them to post what they wanted online with a #hintingseason hashtag.
39. Macy’s
Kena Betancur/Getty
People enter the Macy’s store at the Newport Mall on November 27, 2014 in Jersey City, New Jersey.
Headquarters: Cincinnati, Ohio
Place on last poll: 16
Why it’s hot: Millennials are spending less money on clothes, which is bad news for Macy’s. In order to attract younger shoppers, the brand has been investing in trendier clothing lines and other categories like home goods and cosmetics. But Macy’s has been also focusing on its social campaign, like its #MacysLoveMoms. For every photo memory or tweet shared, the company donated $3 to a charity.
38. Express
Facebook/Express
Headquarters: Columbus, Ohio
Place on last poll: N/A
Why it’s hot: Express rewards shoppers by not just using their store credit cards, but by getting involved with Express in other ways, too — like retweeting its tweets and singing up for its text message alerts. For every 2,500 points, shoppers earn $10. This helps Express ensure customer loyalty.
37. Aeropostale
AP
Headquarters: New York, New York
Place on last poll: 46
Why it’s hot: Despite falling out of favor with the teen set, Aeropostale still maintains some loyalty with the 20-somethings who wore it in high school. The brand’s status, however, is falling fast as young people increasingly move away from logos. The brand has appealed to millennials by incorporating YouTube personality Bethany Mota into its marketing and fashion plans. (The company filed for Chapter 11 bankruptcy in May.)
36. Hewlett-Packard
Lisa Eadicicco
Headquarters: Palo Alto, California
Place on last poll: 35
Why it’s hot: Young consumers love Hewlett-Packard’s relatively inexpensive laptops. Still, they remained threatened by Apple’s dominance in the industry.
35. Gap
Hollis Johnson/Business Insider
Headquarters: San Francisco, California
Place on last poll: N/A
Why it’s hot: Although Gap’s „Dress Normal“ campaign generally misfired, it succeeded on some points. Moosylvania points to tis „Play Your Stripes“ game in collaboration with Blood Orange, where people could ‚play‘ the stripes on their clothes to create music.
34. Frito Lay
Hollis Johnson
Headquarters: Plano, Texas
Place on last poll: N/A
Why it’s hot: Lay’s won big with its Do Us A Flavor contest. People who shared their digitally designed flavors online were eligible to win bags of their designed chips — and some even got to have their flavors nationally produced. (Business Insider went ahead and tested some of these wacky flavors).
33. Toyota
Toyota
Headquarters: Toyota, Aichi Prefecture, Japan
Place on last poll: N/A
Why it’s hot: Toyota has teamed up with YouTube stars like Rhett & Link for campaigns, proving it knows how to cater to its audiences. Moosylvania also highlights its 2014 #CarsThatFeel campaign, which incorporated LED lights into Priuses for the 2014 Vivid Light Festival in Sydney Harbor. The cars had ‚personalities‘ and ‚feelings‘ and interacted with people, which is certainly intriguing.
32. McDonald’s
Headquarters: Oak Brook, Illinois
Place on last poll: 17
Why it’s hot: The brand has been introducing more fresh ingredients and customizable burgers to compete with fast casual brands. It’s #PayWithLovin campaign also appealed to millennials. The company is also launching a new salad mix that is more colorful, perhaps to appeal to health-conscious millennials.
31. H&M
Headquarters: Stockholm, Sweden
Place on last poll: N/A
Why it’s hot: H&M knows what its consumers want. Moosylvania points to the racy campaign where shoppers could choose how David Beckham would appear in one of its ads — with or without clothes (he was wearing briefs, of course!). H&M has also managed to lure many sartorially minded shoppers with its high-profile collaborations.
30. Under Armour
Facebook/Under Armour
Headquarters: Baltimore, Maryland
Place on last poll: 45
Why it’s hot: Under Armour has exploded in popularity in recent years thanks to signing famous athletes like Stephen Curry and smart marketing of its performance-wear. The brand is rapidly catching up to competitors Lululemon and Nike, especially as it incorporates more technologically-focused apparel into its lineup.
29. Levi’s
Headquarters: San Francisco, California
Place on last poll: N/A
Why it’s hot: Levi’s has benefited from young consumers‘ tendency to wear denim and casual clothing to work. But now, many millennials are abandoning denim entirely, choosing to wear athletic attire instead. To combat this problem, Levi’s has been designing jeans that are stretchy and more form-fitting in nature, to put them in line with athleisure-style apparel.
28. Dell
Lisa Eadicicco
Headquarters: Round Rock, Texas
Place last poll: 15
Why it’s hot: Dell is another company benefiting from millennials‘ reliance on technology. The company’s laptop and desktop computers are especially popular with the young set. But most crucially, Moosylvania explains that Dell really appealed to millennials by sending YouTube celebrities Smosh on a road trip, chronicling it all with a Dell Venue 8 Tablet.
27. Vans
Headquarters: Cypress, California
Place on last poll: 25
Why it’s hot: Vans started out selling skater shoes, but has since gone mainstream. The company has benefited from athletic footwear becoming more fashionable than dress shoes.
26. Hollister
Headquarters: Columbus, Ohio
Place on last poll: N/A
Why it’s hot: Hollister signifies a beachy lifestyle. The company owned that attitude by renting a beach house in California in summer 2014, tapping top artists to perform. The brand had stylists give consumers advice online, too. The brand proved that it was in touch with its consumers favorite celebrities while also engaging in a conversation with its shoppers.
25. Victoria’s Secret
Dimitrios Kambouris/Getty Images
Headquarters: Columbus, Ohio
Place on last poll: 38
Why it’s hot: Victoria’s Secret is the undisputed leader of the lingerie market, controlling 61.8% of the market share, according to IBIS World. The company’s marketing strategy, which includes its famous Angels, is seen as one of the best in the business.
24. Kohl’s
Headquarters: Menomonee Falls, Wisconsin
Place on last poll: N/A
Why it’s hot: Kohl’s rewards program ensures customer loyalty without needing a store credit card. In fact, customers can earn points by doing the simplest activity such as pinning images on Pinterest. Kohl’s lower prices can also lure millennials.
22. Hot Topic
flickr / camknows
Headquarters: Industry, California
Place on last poll: N/A
Why it’s hot: Hot Topic is more than just a destination for clothing for millennials — it’s become an entire lifestyle, with its focus on the music industry and pop culture. The store even sponsors shows.
23. Old Navy
Headquarters: San Francisco
Place on last poll: N/A
Why it’s hot: Old Navy’s digital campaigns have been massive hits — Moosylvania points to its 2014 Christmastime Vine campaign, but the company’s „#Unlimited“ viral video, which has over 12 million views on YouTube. The company has also delivered quirky spots starring Julia Louis-Dreyfus. Old Navy understands how to market content to the Internet generation, though sales have been slipping lately.
21. Disney
Headquarters: Burbank, California
Place on last poll: N/A
Why it’s hot: Moosylvania points out Disney’s unique campaign „Disney Side,“ wherein shoppers would walk by a billboard a the Westfield Sunrise Center in Massapequa and see iconic Disney characters. This was a huge social media hit.
20. LG Corporation
REUTERS/Gustau Nacarino
A model holds a curved G Flex smartphone by LG Electronics during the Mobile World Congress (MWC) in Barcelona February 24, 2014.
Headquarters: Busan, South Korea
Place on last poll: 48
Why it’s hot: LG’s funny #MomConfessions campaign proved the LG knew how to cater to millennials — through humor and social media.
19. Ford
REUTERS/Wolfgang Rattay
The new Ford Vignale is presented during a media preview day at the Frankfurt Motor Show (IAA) September 10, 2013.
Headquarters: Dearborn, Michigan
Place on last poll: 19
Why it’s hot: Ford is repositioning its brand to seem more luxury and compete with auto-makers like BMW and Mercedes with the launch of the new Vignale brand. The new line of compact sedans could resonate with millennials, who prefer smaller cars then their parents‘. Ford has also embraced social media with Instagram contests.
18. Converse
Headquarters: Boston, Massachusetts
Place on last poll: 20
Why it’s hot: Converse has seen sales boom as more millennials wear sneakers to work and other occasions. Athletic apparel and footwear is set to outperform the industry for the next five years, according to Morgan Stanley. Converse’s „Made By You“ campaign allowed consumers to show off their unique attributes and lives — using Converse as a vehicle for it all.
17. American Eagle
Headquarters: Pittsburgh, Pennsylvania
Place on last poll: N/A
Why it’s hot: American Eagle has managed to avoid the fate of many of its competitors by not falling victim to the low sale prices utilized by many fast fashion stalwarts. Most crucially, American Eagle has won the heart of millennial females with Aerie, its lingerie subset, which proudly boasts Photoshop-free ads. Since nixing Photoshop, sales have soared.
16. Starbucks
Headquarters: Seattle, Washington
Place on last poll: 22
Why it’s hot: Starbucks has been expanding its menu to include more food options such as sandwiches and salads — and even wine at some locations. It has also added drive-thrus to many locations. Additionally, it allows consumers to have a say in its products — like when it had consumers vote on new frappuccino flavors in the summer, granting the winning beverage a lower price, Moosylvania notes.
15. Pepsi
Headquarters: Purchase, New York
Place on last poll: 10
Why it’s hot: PepsiCo has introduced a beverage sweetened with natural sweetener Stevia called Pepsi True. The company says the new product „will continue to provide consumers with the crisp, refreshing zero-calorie cola taste they expect from Pepsi.“ It also removed artificial ingredient aspartame from Diet Pepsi. The brand’s 2014 YouTube hit, „Unbelievable,“ was a smash with viewers, garnering over 7 million hits.
14. Jordan
Headquarters: Beaverton, Oregon
Place on last poll: 9
Why it’s hot: Many of Nike’s Jordan brand sneakers are prominent on the billion-dollar reselling market. A growing culture of so-called sneakerheads buy collectible footwear on eBay, Craigslist, and other sites. Jordan’s „We Are Jordan“ campaign had an interactive element, too.
13. Adidas
Headquarters: Herzogenaurach, Germany
Place on last poll: 14
Why it’s hot: Adidas is going to start offering customized shoes to appeal to millennials. It also is working to reduce the time between when products are designed and when they hit shelves. Still, the brand continues to lose market share to Nike.
12. Forever 21
REUTERS/Lucas Jackson
Women shop for clothes in clothing retail store Forever 21 in New York.
Headquarters: Los Angeles, California
Place on last poll: 36
Why it’s hot: Forever 21 offers fast fashion at unbeatable prices and has expanded tremendously in two decades.
10. Coca-Cola
Donald Bowers/Getty Images
Headquarters: Atlanta, Georgia
Place on last poll: 8
Why it’s hot: Coca-Cola remains the clear leader in the soda market. The brand also scored high points for its „Share a Coke“ campaign, which featured common names on Coke bottles. Now, with its „Tweet a Coke“ campaign, people can send Cokes to others. Still, Coca-Cola’s partnership with Keurig for the Keurig Kold failed to resonate with consumers.
11. Nintendo
YouTube/cobanermani456
Headquarters: Kyoto, Japan
Place on last poll: 13
Why it’s hot: Many millennials feel nostalgic toward Nintendo because they played its games as kids. This has led to brand loyalty in adulthood. 2015 was also the 30th anniversary of Super Mario, and the brand encouraged users to participate in a campaign called „Let’s Super Mario,“ allowing users to submit their own Mario-related content — all of which would be shared on a site where many could see it.
9. Wal-Mart
Wal-Mart
Headquarters: Bentonville, Arkansas
Place on last poll: 5
Why it’s hot: Wal-Mart gave its workers a raise this year and has pledged to adopt more humane standards for the meat it sells. It also opened smaller format stores that resonate with millennials more than supercenters. Its „Neighborhood Market“ grocery concepts could rival those of Whole Foods, and its app helps consumers find savings throughout the store.
8. Google
AP
Headquarters: Menlo Park, California
Place on last poll: 12
Why it’s hot: Google’s smartphone apps have become essential for many millennials. Its Gmail program is also extremely popular. Google continues to find ways to be a part of users‘ everyday lives.
7. Amazon
REUTERS/Phil Noble
Headquarters: Seattle, Washington
Place on last poll: 11
Why it’s hot: This year, the company started offering one-hour delivery for members of its Prime service and expanded its grocery delivery business to New York City. The company also announced a new gadget called the Dash Button, which will make it easier for consumers to order household items, such as detergent, when they are running low. Amazon has also connected with Twitter.
6. Target
Associated Press
A Target employee hands bags to a customer at the register at a Target store in Colma, Calif.
Headquarters: Minneapolis, Minnesota
Place on last poll: 6
Why it’s hot: Target invented the idea of „cheap chic“ two decades ago. Today, the company is revamping its grocery selections for millennials. Target has also worked to cement itself as the premiere destination for back-to-school college goods.
5. Microsoft
Microsoft
Nick Parker, corporate vice president of Microsoft’s OEM Division, and Felicia Guity, general manager in Microsoft’s OEM Division
Headquarters: Redmond, Washington
Place on last poll: 7
Why it’s hot: Cloud computing, mobile apps, and holographic computing are driving Microsoft to record profits. The brand recently did a demo showing how personal computers could become holographic. Its Microsoft Band even features Uber and Facebook apps — two very popular apps. Microsoft has also been using LinkedIn to comunicate with its consumers.
4. Sony
REUTERS/Toru Hanai
Sony Mobile Communications Inc President and CEO Hiroki Totoki poses with Sony’s new Xperia Z4 smartphone after a news conference in Tokyo April 20, 2015.
Headquarters: Minato, Tokyo
Place last poll: 4
Why it’s hot: Sony’s Playstation, gaming, photo, and music businesses are booming. Sony is aggressively investing in these areas. The company also has popular smartphones. Sony also utilized a concept called One Stadium Live for the 2014 World Cup, creating a single platform for all World Cup-related social media.
3. Samsung
Headquarters: San Jose, California
Place last poll: 3
Why it’s hot: Samsung’s Galaxy phones and tablets are extremely popular with millennials. The brand’s latest Galaxy S6 smartphone received rave reviews.
2. Nike
Headquarters: Beaverton, Oregon
Place on last poll: 1
Why it’s hot: When it comes to active wear — and apparel in general — Nike is the go-to brand. Data also shows that millennials believe exercise is essential for health, while their parents only focused on their diets. Nike has focused on incorporating top-tier technology into its clothing.
1. Apple
Business Insider / Matt Johnston
Headquarters: Cupertino, California
Place on last poll: 2
Why it’s hot: Apple has a fanatical following, and many of its customers are millennials. The company’s iPhones, iPads, and Macbooks are wildly popular. Last year, Apple made headlines with its new watch.
http://www.businessinsider.de/top-100-millennial-brands-ranking-2015-5?op=1
![Organizational Intelligence Explodes
Organizations are using AI to solve problems at scale. Michele Goetz, a principal analyst at Forrester Research, estimates that most organizations only take advantage of 10% to 30% of their data, with most of that still being structured, transactional information.
'There's a difference in what AI technology is going to bring to the organization compared to what other technologies have brought,' said Goetz, in an interview. '[The C-suite executives] will have better visibility into market opportunities and [become aware of] threats faster. Because they can see their environment more holistically and clearly, they'll understand partners and customers better. It's [also] going to change the way employees work.'
(Image: geralt via Pixabay)](https://i0.wp.com/img.deusm.com/informationweek/2016/05/1325557/board-1364649_1280.jpg)
![Employees May Lead The Charge
AI is creeping into organizations in various ways, online and embedded in enterprise applications. The trend is accelerating, necessitating the C-suite's attention, since it will at some point noticeably affect corporate culture and business strategy.
'The tipping point for the acceptance and widespread application of AI will not come from the C-suite, but from employees seeing the benefits of AI in their daily lives through applications like intelligent personal assistants and smart devices,' said Robert DeMaine, lead technology sector analyst at global advisory service company Ernst & Young (EY), in an interview. 'Like the [bring your own device] trend, employees will begin to use their own 'smart' personal productivity applications in the office, challenging the organization to reassess its policies. AI will change corporate culture from the bottom up, not the top down.'
(Image: Broadmark via Pixabay)](https://i0.wp.com/img.deusm.com/informationweek/2016/05/1325557/demonstration-301529_1280.jpg)
![Organizational Structures Will Shift
Hierarchical organizational structures adversely affect business agility and the ability to drive value from data. Similarly, the lingering barriers between departments and business units limit a company's ability to derive additional types of value from data because data remains trapped in silos.
'Projectized' organizations, which operate in a matrix environment, are better positioned to take full advantage of AI systems [than] vertical organizations are,' said Armen Kherlopian, VP of analytics and research at business process transformation company Genpact, in an interview. 'This is because these so-called projectized organizations can more readily gain access to resources and key business channels across the enterprise. Additionally, the levers associated with [business] value do not fit neatly into vertical groups.'
Genpact estimates nearly $400 billion of digital investments were wasted globally in 2015 because of a failure to align expected results throughout organizations.
(Image: geralt via Pixabay)](https://i0.wp.com/img.deusm.com/informationweek/2016/05/1325557/mark-516278_1280.jpg)
![It's Not All About Technology
AI is gaining momentum as entrepreneurs, industry behemoths, and companies in-between bring AI products, tools, APIs, and services to market. However, as always, the successful application of technology isn't simply about technology. It's about technology, people, and processes.
'A company will be distinguished by how well it works using AI, and increasingly human-digital convergence, rather than by which specific AI technologies it chooses to deploy,' said Deborah Westphal, CEO of strategic consulting and advisory firm Toffler Associates. 'If a company only addresses the technological elements, without addressing the organizational people and process aspects, it may see a short-term gain, but will suffer in the longer term and likely be [sur]passed by those companies that addressed the internal questions first.'
(Image: avtar via Pixabay)](https://i0.wp.com/img.deusm.com/informationweek/2016/05/1325557/corporate-1052217_1280.jpg)
![Employee Empowerment Is Necessary
Companies have worked toward democratizing the use of data analytics, enabling managers and employees to make better decisions faster. As the velocity of business continues to accelerate at scale with the help of AI, even more employee empowerment will be necessary.
'AI and greater human-digital convergence magnify the strengths and weaknesses of an existing corporate culture, particularly with respect to how much autonomy is afforded to an organization's people,' said Deborah Westphal of Toffler Associates. 'Given a faster rate of change and near real-time environment in which to make decisions, an organization's people who don't have the necessary autonomy will find that its processes, no matter how good, will break down quickly and its ability to serve its customers [will be] compromised.'
(Image: alan8197 via Pixabay)](https://i0.wp.com/img.deusm.com/informationweek/2016/05/1325557/superhero-534120_1280.jpg)
![Expect The Unexpected
AI should not be viewed as simply another technology acquisition, because different things are required to get it up and running successfully. Because the purpose of AI is to provide a superhuman analytic or problem-solving capacity, its training cannot be limited to executing mindlessly on a task.
'You can't assume that how you train these systems is going to produce the results in the context you want them to be produced,' said Michele Goetz, a Forrester principal analyst. 'There has to be an emotional element [because] if you're introducing AI in your call center, you don't want to offend your customers.'
Because AI learns from itself, as well as from its human trainers, unexpected circumstances can arise which may be positive or negative.
(Image: geralt via Pixabay)](https://i0.wp.com/img.deusm.com/informationweek/2016/05/1325557/eye-232316_1280.jpg)
![Pay Attention To Possibilities
Data-driven companies, including IBM, Google, Microsoft, Amazon, and Netflix, are constantly pushing the envelope of what's possible in order to accelerate innovation, differentiate themselves, and, in some cases, cultivate communities that can extend the breadth and depth of AI techniques and use-cases. It's wise for C-suite executives to understand the kind of value AI can provide, and how that value might help the company achieve its strategic objectives.
'Machine learning techniques are what make a company like Amazon truly successful. Being able to learn from historical data in order to recommend to a given shopper what [she] may buy next is a key differentiator. Yet, the real 'Deep Learning' techniques are still just emerging,' said Mike Matchett, senior analyst and consultant at storage analysis and consulting firm Taneja Group, in an interview. 'Google will not just win 'Go' championships, but will drive cars with [AI], optimize their data center with [AI], and in my opinion, will try to own the global optimization clearing house for the Internet of Things.'
(Image: como-esta via Pixabay)](https://i0.wp.com/img.deusm.com/informationweek/2016/05/1325557/bmw-1164372_1280.jpg)
![Change Is At Hand
The composition of the C-suite is changing to take better advantage of data. Data-savvy executives are replacing their traditional counterparts, new roles are being created, and leaders generally are finding themselves under pressure to understand the value and impact of data, analytics, and machine learning.
'As the C-suite becomes increasingly filled with analytical minds and more data scientists are hired, a cultural shift naturally takes place. Some of the new, fast-growing executive roles [include] chief data scientist, chief marketing technology officer, [and] chief digital officer. All are aligned with the growing demand and anticipation for AI,' said David O'Flanagan, CEO and cofounder of cloud platform provider Boxever.
At many levels, non-traditional candidates are displacing traditional roles. For example, the Society of Actuarial Professionals is actively promoting the fact that although most actuaries work in the insurance industry, there are non-traditional employment opportunities, including data analytics and marketing. O'Flanagan expects more members of the workforce to have backgrounds in fields of study such as econometrics.
(Image: geralt via Pixabay)](https://i0.wp.com/img.deusm.com/informationweek/2016/05/1325557/change-948024_1280.jpg)
TheIdea – The Innovation Agency 
