Key drivers for future success

In addition to identifying the drivers of a future brand, we asked respondents what they feel organizations should do to meet their needs and succeed in the future.

We have summarized these below and connected them to the quantitative perception strength ‘radar maps’ for the leading company in each sector. This offers clues to what organizations in the Global Top 100 and beyond might do to improve perception strength by FutureBrand’s measures. (N.B. Organizations are grouped according to the ICB industry classification used by PwC).

Technology

Technology companies occupy the top two spots in this year’s rankings and enjoy strong perceptions across our measures. Six of the twenty four ‘future brands’ are in the technology sector – one fewer than in 2015. 

With Google now replaced by Alphabet in the Top 100 ranking, Apple is now the top performer in the category as well as the overall Index. But what can we learn from respondent perception of the Technology category to improve future perception strength in line with competitors? Our respondents identified the following drivers of future success, which we corresponded to our dimensions of a future brand.

Technology sector leader

Ranked #1


Sector Drivers

1/
Respondent need:

Relentlessly innovate, adapt and improve

FutureBrand attribute and leading organization:
Innovation
2/
Respondent need:

Be future-focused, predictive and create expectations

FutureBrand attribute and leading organization:
Thought leadership
3/
Respondent need:

Constantly produce high quality products

FutureBrand attribute and leading organization:
Consistency
4/
Respondent need:

Be trustworthy and efficient in delivering great experiences

FutureBrand attribute and leading organization:
Trust

Ranked #1

Innovation, reputation, and creativity
- Europe, Male
It's stable, and able to advance in the future
- Far East & Australasia, Male
They have a great reputation
- North America, Female
This company keeps on growing, developing and moving forward. It keeps bringing new goods and services to market
- Europe, Male

Financial Services

The Financial sector was a big mover in 2016, with perception scores on average up 10% from 2015. There are two 'future brands' in the sector this year, Ping An Insurance and Berkshire Hathaway, the later jumping 30 places in the ranking to number 25.

Ping An Insurance is the top performer in the sector, ranking 17th in the overall Index. But what can we learn from respondent perception of the Financials category to improve perception strength in line with competitors? Our respondents identified the following drivers of future success, which we corresponded to our dimensions of a future brand.

Financial Services sector leader

Ranked #1


Sector Drivers

1/
Respondent need:

Actively follow rigorous rules and regulations

FutureBrand attribute and leading organization:
Trust
2/
Respondent need:

Provide an excellent service experience that is reliable and consistent

FutureBrand attribute and leading organization:
Consistency
3/
Respondent need:

Enter new markets in a forward-thinking and competitive way that inspires change for the better

FutureBrand attribute and leading organization:
Inspiration
4/
Respondent need:

Develop innovative and diversified offers to rapidly increase product portfolio

FutureBrand attribute and leading organization:
Innovation

Ranked #1

The industry has the potential to develop following this company's good management example
- Far East & Australasia, Female
It has developed so fast in the past five years
- North America, Male
Diversified development of products, good service
- Far East & Australasia, Male
A leader in an innovative economy
- Far East & Australasia, Male

Basic Materials

Bayer is the only Basic Materials organization in the Global Top 100 Companies by market capitalization this year and is ranked 43rd overall.

Whilst this limits generalization for the sector in 2016, what can we learn from respondent perception of the Basic Materials category to improve perception strength? Our respondents identified the following drivers of future success, which we corresponded to our dimensions of a future brand.

Basic Materials sector leader

Ranked #1


Sector Drivers

1/
Respondent need:

A solid heritage combined with growth and being future-focused

FutureBrand attribute and leading organization:
Story
2/
Respondent need:

Diversify methodologies and continue to invest in new resources and products

FutureBrand attribute and leading organization:
Innovation
3/
Respondent need:

Demonstrate that you can be trusted by displaying socially responsible behaviour

FutureBrand attribute and leading organization:
Respect
4/
Respondent need:

Show that you are, and have been, valuable and essential to the world

FutureBrand attribute and leading organization:
Indispensability

Ranked #1

It has maintained an excellent image over its years in the sector. It is realizing its potential with the creation of valuable new products for people
- Latin America, Female
It helps develop every life on the planet
- Far East and Australasia, Male
It's an industry leader and is always re-inventing itself
- Latin America, Male
High quality, indispensable products
- Europe, Female

Oil & Gas

As in previous years, no Oil & Gas organizations qualify as a ‘future brand’ in 2016. But some companies in the category have increased their overall perception scores, most notably Schlumberger, which has achieved a 50% increase in perception and jumped 38 places this year.

Unsurprisingly Schlumberger is the top performer in this sector, ranking 45th in the overall Index. But what can we learn from respondent perception of the Oil & Gas category to improve perception strength in line with competitors? Our respondents identified the following drivers of future success, which we corresponded to our dimensions of a future brand.

Oil & Gas sector leader

Ranked #1


Sector Drivers

1/
Respondent need:

Be a giant in the industry but do so through demonstrating a combination of dynamism and discipline

FutureBrand attribute and leading organization:
Respect
2/
Respondent need:

Be committed to building a better future. Use this thinking to drive forward and maximise potential

FutureBrand attribute and leading organization:
Purpose
3/
Respondent need:

Continue to focus on technological innovation and R&D which seeks out new fuel sources

FutureBrand attribute and leading organization:
Innovation
4/
Respondent need:

Develop a clear vision and development strategy for the future, then act on it to inspire change for the better

FutureBrand attribute and leading organization:
Thought leadership

Ranked #1

Very professional in what they do, with extreme discipline
- Middle East and Africa, Male
They have great dedicated employees and a vision for the future
- North America, Male
It's a big, stable company, with definite future potential
- Far East & Australasia, Female
It is a prestigious company to work with as the company is moving ahead extensively
- Far East & Australasia, Female

Healthcare

Healthcare perceptions have weakened this year with a resulting ranking decline for most companies in the category. However, Healthcare companies still make up five of the twenty-four future brands.

AbbVie continues to be the top performer in this sector, ranking 5th in the overall Index. But what can we learn from respondent perception of the Healthcare category to improve perception strength in line with AbbVie? Our respondents identified the following drivers of future success, which we corresponded to our dimensions of a future brand.

Healthcare sector leader

Ranked #1


Sector Drivers

1/
Respondent need:

Continuous focus on improving quality of life for the whole world

FutureBrand attribute and leading organization:
Wellbeing
2/
Respondent need:

Having a strong vision for the future

FutureBrand attribute and leading organization:
Purpose
3/
Respondent need:

Relentlessly focus on research and development to discover new and better medicines

FutureBrand attribute and leading organization:
Innovation
4/
Respondent need:

Creates the solutions needed for a changing world

FutureBrand attribute and leading organization:
Indispensability

Ranked #1

Trustworthy, and they are very credible
- Far East and Australasia, Male
I believe in this company
- Far East and Australasia, Female
They're a brand that's innovative
- Latin America, Male
They have ambitious goals
- Far East & Australasia, Male

Consumer Goods

This sector encompasses a diverse range of companies, from Samsung to Unilever and Toyota. This diversity is reflected in its overall performance, with an equal number of ‘future brands’ overall (tied with the technology sector) and six companies in the top 20 - the most for any sector.

Samsung Electronics is the top performer, ranking 3rd in the overall Index and ranking top in all 18 attributes of a future brand within the sector. But what can we learn from respondent perception of the Consumer Goods category to improve perception strength in line with Samsung? Our respondents identified the following drivers of future success, which we corresponded to our dimensions of a future brand.

Consumer Goods sector leader

Ranked #1


Sector Drivers

1/
Respondent need:

Provide an excellent customer experience that meets customer needs across every touchpoint

FutureBrand attribute and leading organization:
Seamlessness
2/
Respondent need:

Constantly innovate their offer through relentless R&D and proven technological expertise

FutureBrand attribute and leading organization:
Innovation
3/
Respondent need:

Be aware and ahead of current trends to stay cutting edge and desirable

FutureBrand attribute and leading organization:
Individuality
4/
Respondent need:

Stay fresh and new whilst simultaneously meeting customer needs every day

FutureBrand attribute and leading organization:
Indispensability

Ranked #1

It’s customer-oriented and produces high-quality products that are always in demand
- Latin America, Male
It's one of the companies at the forefront that offers new and fresh technology daily
- Latin America, Female
It has great service provision, and excellent after-sales service
- Far East & Australasia, Male
They have innovative products at a great overall price
- North America, Female

Consumer Services

Along with Financial Services, Consumer Services enjoyed the highest perception strength increase this year. It also doubled the number of companies qualifying as a future brand from two in 2015 to four in 2016 - adding Amazon and Walgreens Boots Alliance.

The Walt Disney Company remains the top performer in this sector, ranking 4th in the overall index. But what can we learn from respondent perception of the Consumer Services category to improve perception strength in line with competitors? Our respondents identified the following drivers of future success, which we corresponded to our dimensions of a future brand.

Consumer Services sector leader

Ranked #1


Sector Drivers

1/
Respondent need:

Cutting-edge services that are customer-driven

FutureBrand attribute and leading organization:
Seamlessness
2/
Respondent need:

Provide enjoyment by creating discovery, uniqueness and ease

FutureBrand attribute and leading organization:
Pleasure
3/
Respondent need:

Prioritizes delivery and experience for customers

FutureBrand attribute and leading organization:
Consistency
4/
Respondent need:

Be progressive, constantly looking for ways to evolve and diversify products and services

FutureBrand attribute and leading organization:
Innovation

Ranked #1

They are constantly growing and changing trying to live up to Walt's vision
- North America, Female
Moves with the times and is still well known
- South Africa, Female
A quality company that provides constant innovations that spans generations
- Europe, Male
It caters to all ages and it has the magic touch
- Middle East and Africa, Female

Industrials

The Industrials sector has seen overall perception strength decline this year, with the exception of Boeing, which qualifies as a 'future brand' for the second time since 2014, and a sharp rise for 3M.

Boeing is the top performer in the sector, ranking 20th in the overall Index. But what can we learn from respondent perception of the Industrials category to improve perception strength in line with competitors? Our respondents identified the following drivers of future success, which we corresponded to our dimensions of a future brand.

Industrials sector leader

Ranked #1


Sector Drivers

1/
Respondent need:

Constantly evolve and diversify the product portfolio

FutureBrand attribute and leading organization:
Innovation
2/
Respondent need:

Take a sector leadership position: always look ahead to what might be next

FutureBrand attribute and leading organization:
Thought leadership
3/
Respondent need:

Be recognized for creating high quality products and services

FutureBrand attribute and leading organization:
Indispensability
4/
Respondent need:

Be known as specialist, insightful, forward thinkers

FutureBrand attribute and leading organization:
People

Ranked #1

It's a company with a vision for the future. It's at the forefront but still has so much potential
- Latin America, Female
There is a real, tangible evolution of its aircraft
- Middle East and Africa, Female
Its technology is far ahead of rivals in the market and the brand is well established with incredibly talented staff
- Far East and Australasia, Male
Innovative and always improving flying equipment and techniques
- Middle East and Africa, Male

Telecommunications

There are more telecommunications companies in the FutureBrand Index this year - seven companies qualify by market capitalization compared to four in 2015. However, there are no ‘future brands’ among them, and those that were in the Index last year have performed with mixed results in 2016.

Japanese company NTT Docomo - a new entrant in 2016 - is the top category performer, ranking 52nd overall. But what can we learn from respondent perception of the Telecommunications category to improve perception strength in line with competitors? Our respondents identified the following drivers of future success, which we corresponded to our dimensions of a future brand.

Telecommunications sector leader

Ranked #1


Sector Drivers

1/
Respondent need:

Advanced, high end innovation that is adaptive and future-orientated

FutureBrand attribute and leading organization:
Innovation
2/
Respondent need:

Become increasingly recognised worldwide through strong infrastructure that allows for rapid growth and development

FutureBrand attribute and leading organization:
Thought leadership
3/
Respondent need:

Continue to be vital to peoples' lives and provide a good quality of service

FutureBrand attribute and leading organization:
Consistency
4/
Respondent need:

Demonstrating expertise and specialist knowhow in a stable, secure and reliable manner

FutureBrand attribute and leading organization:
Trust

Ranked #1

The telecommunications market is in full swing and they are a leading player
- Latin America, Male
They are dominant and rapidly improving their infrastrucure
- North America, Female
One of the most technologically advanced companies in the world
- Latin America, Male
It has a lot of drive and good prospects
- Latin America, Female