You know that bursting-at-the-seams kind of happiness you feel when you hit your step goal and your dashboard goes green? Tim Rosa, Fitbit’s Vice President of Global Marketing, recently had a similar experience when he learned Fitbit is ranked 15th on the Dynamic 100, a list of the 100 most dynamic brands in the world. “We are humbled and honored to be listed among some of our favorite brands,” says Rosa. “As a nine-year-old company, our top 15 placing is a testament not only to the hard work of our collective Fitbit team—which has continued to embody the enterprising spirit of Silicon Valley every day since day one—but also our users, who made this recognition possible.” Here are all the details.
Why Measure Dynamism?
Because when it comes to predicting success, the age and size of a brand is no longer most important, argues IPG Mediabrands, a marketing agency with offices in over 130 countries. These days, being adaptable and nimble is necessary to stay relevant in a fast-paced and constantly changing world.
With this in mind, IPG partnered with Jonah Berger, Ph.D., associate professor at The Wharton School of University of Pennsylvania and The New York Times best-selling author of Contagious: Why Things Catch On, to identify the world’s most nimble and adaptable brands.
“There’s a lot of metrics out there for brands, Berger said in a Dynamic 100 video released with the results. “But a lot of them are really old-world metrics. They say what a brand is or what a brand was, not where that brand is going. Those measures don’t mean as much as they used to. We don’t just need to know how brands are doing, we need to know where they are going to go in the future. That’s exactly what the Dynamic 100 does.”
To develop the Dynamic 100, or D100 for short, Berger and his team surveyed more than 10,000 consumers (like you!) and collected data on more than 1,200 brands to see how they performed across the following key indicators of dynamism:
Agility: the degree to which brands adapt to changing market conditions
Responsiveness: the degree to which brands listen and respond to customer needs
Innovation: the degree to which brands leverage new technology and create innovative products and services
Sociability: how large and engaged a brand’s audience is on social media.
Each brand was then assigned an overall score. Thanks in large part to Fitbit’s highly engaged users (again, you!), Fitbit came in at number 15 with a score of 60.75—just 9 points behind Google, who took the number one spot.
Success Breeds Success
Ranking well across each of the four key indicators above is important because they’re linked to future prosperity. In fact, Berger and his team found that the brands that appear closer to the top of the list, like Fitbit, had a 2.7 percent higher revenue growth between 2014 and 2015 than those toward the bottom.
That’s good news for everyone, because the more Fitbit grows, the more it can offer. As Berger said, “Ultimately, it is not about being relevant today; it’s about being transformative tomorrow.”
This information is for educational purposes only and is not intended as a substitute for medical diagnosis or treatment. You should not use this information to diagnose or treat a health problem or condition. Always check with your doctor before changing your diet, altering your sleep habits, taking supplements, or starting a new fitness routine.