New brands on the block

Interbrand are well-known for their Best Global Brands annual report, which is something of a marketeer's bible, chronicling the good and great of the branding world. Now there's something new from Interbrand, which takes a look at the new kids on the brand block, the movers and shakers, maybe the star global brand of the future.

Interbrand Breakthrough Brands is like one of those '30 under 30' or 'faces to watch' lists that you get in the marketing press. Rather than a ranking or rating, it's more of a hand-picked selection of emerging brand-led organisations, all of whom are 10 years old or under.

200 brands were nominated by a group of 'key influencers', chosen by Interbrand people, and their partners in this exercise from Facebook, NYSE and Ready Set Rocket. These were whittled down to a list of 60 featured in the report, using criteria such as Change, Growth and Buzz. All those represented could be described as 'the start-ups, upstarts, challengers, problem-solvers, innovators and category creators.'

So, to the 60. Goodness me, this made me feel old. There are brands featured that were founded in 2014. That was yesterday, wasn't it? Of the 60, I'd heard of a handful, maybe 6 or so.

But I was pleased to see there was one brand I've blogged about. And another that I use every day - DuckDuck Go.

It will be fascinating to see how these breakthrough brands fare. Because I know that being on one of those 'faces to watch' lists can kick-start your career to even greater things.

Or it can be the kiss of death.