“WHAT MAKES A BRAND MEANINGFUL?”
This is the question we sought to answer. An inherent challenge in answering the question is, essentially, defining what meaning, well, means. What any one person finds to be meaningful, or inspiring, differs from person to person. Likewise, the word “brand” has been co-opted to convey many things. These have become subjective terms.
At its most basic level, brand is the way in which a company is perceived by those experiencing it, and meaning is the lasting value we receive from that experience. In the words of Sucharita Kodali, a brand is a promise. In the words of Emily Singer, meaning is found in “producing good, and earning trust.”
We found over the course of producing this report that meaningful brands fall into nine distinct categories.
Introducing Nine by Nine
The future of eCommerce has accelerated. Today, consumers demand that brands represent more than just a lifestyle - they expect brands to share their values. In this inaugural report from Future Commerce and Klaviyo, we rate 9 brands in 9 categories across a universe of diverse businesses, categories, and funding models.
Future Commerce has created a report that details brands that are changing our world. We believe that commerce unites humanity. We also believe that entrepreneurship is the driver of upward mobility in our economic system. Therefore, commerce-focused entrepreneurship is the great agent of change in our society.
With Nine x Nine we are celebrating brands who uphold these ideals, across a number of recurring themes in the Future Commerce universe of content.
The world doesn't need another list of brands, no matter what order they're in. This report will spotlight brands that are making a mark on the world in categories that we believe will define our future.
Get the report here.