Media agencies
Interbrand launches 2023 Breakthrough Brands Report
Mumbai: Interbrand, the world’s leading brand consultancy, has launched its 2023 Breakthrough Brands Report-with the metaverse, AI, and sustainable tech brands leading the way in disrupting the global market, shifting our understanding of the world, and shaping consumer behavior.
In partnership with Vox Media, Interbrand’s influential Breakthrough Brands Report reveals the 30 most innovative brands that are breaking through a crowded landscape and building bold identities rooted in a clear vision. The top 12 names, in particular, are making iconic moves to become the next generation of legacy brands.
Interband has identified an additional 18 brands which represent the emerging trends across evolving beauty & wellness, merging sustainability & style, shaping new tastes around food, and brands that are bringing a next-gen approach.
This year’s report has grouped brands into ‘Arenas,’ each of which outlines the core human needs and cultural shifts brands are equipped to deliver against. Today’s brands have infinite potential to expand and evolve-they no longer fit into just one category or industry.
The brands in this year’s report include OpenAI, which gained 1 million users in just five days via ChatGPT; Neko Health, an affordable health-tech experience from Spotify founder Daniel Ek; Zepeto, Asia’s largest metaverse platform; Betterhalf, a matrimony app used by 100 million professionals in India; and Fishwife, a chic canned fish brand.
This is the 6th edition of the report, which in previous years has successfully predicted challenger brands set to become famous names and achieve impressive growth, including Mythical Games (2022), Athletic Brewing (2021), Maven Clinic (2020), Slack (2017), and Headspace (2016).
For the second consecutive year, more than 50 per cent of 2023’s Breakthrough Brands have founders or C-suite members who are women or people of color.
The three emerging trends from this year’s Breakthrough Brands report are:
Brands have sharper identities: Brands need to know who they are and have a clear stance on their purpose. Brands including Fishwife and CAKE have maintained a clear set of convictions and beliefs from the outset to create a strong brand.
Brands are looking to engage with customers in the new world of AI and the metaverse: Brands such as Obsess and Zepeto are experimenting with new and exciting ways to connect with consumers online. Interbrand’s research with Vox Media found that when an AI tool is paired with a specific objective, such as eating well, interest increases dramatically.
Brands are working in new ways to differentiate themselves in a crowded market: The world has become overpopulated with brands, making it difficult to break through. To become a differentiator in a saturated market, brands need to bring something new to the table. Brands such as OpenAI and Eight Sleep are providing consumers with offerings that reshape the way we live.
Interbrand New York global chief growth officer and CEO Daniel Binns said, “This year’s analysis of brands represents what’s happening in society and culture today. Most industries are becoming crowded, with a multitude of brands providing similar things. Brands making bold moves to stand out have the best chance of being successful.”
Betterhalf co-founder and CEO Pawan Gupta said, “Being nominated as one of Interbrand’s Breakthrough Brands is indeed a proud moment for Betterhalf. We’re going beyond traditional matchmaking apps by supporting our users to make strong emotional connections and using advanced AI algorithms and extensive verification. We’re honored to be recognized for our distinctive approach to helping urban professionals in India find their perfect match.”
Interbrand India & South Asia CEO Ashish Mishra said, “Breakthrough brands use technology better. Technology helps understand customers better, address their needs better and faster. As an Indian breakthrough brand, Betterhalf is boldly attempting to deploy technology to benefit a mainstream societal need and showing promise.”
Media agencies
Cape May Studios partners with Amagi to unleash global screams with Panic TV and Pánico TV Español
MUMBAI: In a move that marries scares with scalability, Cape May Studios has partnered with cloud-based TV technology firm Amagi to launch two adrenaline-pumping FAST channels: Panic TV and Pánico TV Español. The next-gen media company, known for tapping into fan-fuelled niche communities, has set its sights on global viewers hungry for high-stakes thrills.
Panic TV delivers a mix of action, horror, sci-fi, crime, and mystery curated for millennials and gen z, while Pánico TV Español brings the same punch in Spanish. The channels promise content for those who crave recreational fear, from creature features to paranormal thrillers.
Amagi will handle everything from channel creation and playout to global distribution. The tech firm’s cloud-based FAST solutions will help Cape May Studios break out across north America, latin America, Europe, and beyond, without the weight of traditional broadcast overhead.
“The convergence of genre storytelling and digital streaming has never been more potent”, said Cape May Studios founder & CEO Sachin Gokhale. “With Amagi’s global infrastructure and proven expertise in FAST, we can now scale our content strategy across continents, languages, and platforms — meeting audiences where they are, with the stories they crave”.
Amagi co-founder & CRO Srinivasan KA added, “Cape May Studios is entering the FAST space with a sharp brand identity and an eye on global opportunity. We’re excited to help them bring Panic TV and Pánico TV Español to life through our unique solutions in cloud playout, ad insertion, and seamless distribution to top-tier digital platforms around the world”.
With an imminent rollout on major FAST platforms, Cape May Studios is betting on genre content to become a global mainstay, tapping into both English- and Spanish-speaking markets. As indie studios find new ways to bypass legacy models, the Cape May-Amagi partnership underscores the growing power of cloud-native tech in international broadcasting.
