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1IN THE COMPANY OF GENIUS 2017
January 10, 2018
IN THE
COMPANY OF GENIUS2017
IN THE COMPANY OF GENIUS 2017
EXCERPTTHE FULL REPORT IS AVAILABLE TO L2 MEMBERS ONLY. INQUIRE ABOUT MEMBERSHIP.
2IN THE COMPANY OF GENIUS 2017
L2 ranked 2,303 brands in 2017, but only 94 earned the title of Genius. These brands are the cream of the crop, responding to new trends with forward-thinking initiatives and critically assessing past investments. Spanning all twelve L2 sectors, this year’s Geniuses range from independent and emerging brands to corporate monoliths with decades of brand equity. Because they represent a spectrum of business models, no two Geniuses take quite the same approach to digital strategy. However, this year’s winners converged on a few core areas of investment.
Making it Personal The explosion of e-commerce has brought thousands of brands and products within reach of consumers. Facing fiercer online competition than ever, Genius brands are using personalization to appeal to the individual rather than an abstract demographic. Keeping Checkout Close Sites and social properties continue to become more rich in assets, but building compelling content is only half the battle. Geniuses are integrating content directly into the purchase journey and making sure the checkout page is always close at hand. Building Visibility With E-Tailers In the past, e-tailer partnerships required brands to relinquish control over merchandising to their distribution partners. As e-tailers become an ever more imposing force in the digital arena, many have begun to offer merchandising tools that allow brands to get back in the driver’s seat.
Modernizing Digital Marketing Geniuses are re-evaluating traditional marketing strategies to respond to the changing times. Across the board, top brands are trimming the fat on desktop display advertising and turning to mobile and video creatives, which are now responsible for significantly more engagement. Revitalizing Store Networks Brands with large store networks are finding ways to integrate their online and offline experiences, providing compelling omnichannel experiences to their customers.
INTRODUCTION
2017 L2 Digital IQ Class Distribution n=2,303 Brands
GENIUS
94
AVERAGE
666
CHALLENGED
543
FEEBLE
399
GIFTED
601
3IN THE COMPANY OF GENIUS 2017
9 • Adidas, Activewear US
48 • Always, FMCG France
32 • Amazon, Big Box US
34 • Apple, Consumer Electronics US
44 • Bank of America, Financial Services US
65 • Barilla, Food US
17 • Benefit Cosmetics, Beauty France
67 • Betty Crocker, Food US
86 • Blue Buffalo, Pet Care US
96 • Boots (UK), Retail Europe
74 • Burberry, Luxury China
68 • Campbell's, Food US
75 • Cartier, Luxury China
100 • Cartier, Watches & Jewelry US
22 • Charlotte Tilbury, Beauty UK
64 • Cheerios, Food US
71 • Clairol, Hair Care & Color US
20 • Clinique, Beauty UK
30 • Coca-Cola, Beverages US
92 • Domino's, Restaurants US
61 • Dove, FMCG UK
81 • Dove, Personal Care US
13 • Estée Lauder, Beauty China
94 • fnac (France), Retail Europe
11 • Ford, Auto US
77 • Four Seasons, Luxury Hotels US
87 • Friskies, Pet Care US
37 • Friso, CPG China
49 • Garnier, FMCG France
70 • Garnier, Hair Care & Color US
31 • Gatorade, Beverages US
45 • Geico, Financial Services US
50 • Gillette, FMCG France
53 • Gillette, FMCG Germany
57 • Gillette, FMCG UK
83 • Gillette, Personal Care US
36 • GoPro, Consumer Electronics US
42 • Gucci, Fashion US
78 • Gucci, Luxury Japan
85 • Hill's Pet Nutrition, Pet Care US
33 • Home Depot, Big Box US
84 • Huggies, Personal Care US
18 • Kiko Milano, Beauty France
10 • L.L.Bean, Activewear US
47 • L'Oréal Paris, FMCG France
56 • L'Oréal Paris, FMCG Germany
62 • L'Oréal Paris, FMCG UK
69 • L'Oréal Paris, Hair Care & Color US
16 • Lancôme, Beauty France
79 • Louis Vuitton, Luxury Japan
23 • MAC Cosmetics, Beauty UK
40 • Macy's, Department Stores Global
76 • Marriott, Luxury Hotels US
24 • Maybelline, Beauty US
66 • McCormick, Food US
95 • MediaMarkt (Germany), Retail Europe
43 • Michael Kors, Fashion US
98 • New Look, Specialty Retail UK
7 • Nike, Activewear US
55 • Nivea, FMCG Germany
41 • Nordstrom, Department Stores Global
38 • Oral-B, CPG China
51 • Oral-B, FMCG France
52 • Oral-B, FMCG Germany
60 • Oral-B, FMCG UK
80 • Orange (France), Mobile Operators Europe
93 • Otto (Germany), Retail Europe
39 • Pampers, CPG China
46 • Pampers, FMCG France
58 • Pampers, FMCG UK
82 • Pampers, Personal Care US
91 • Panera Bread, Restaurants US
29 • Pepsi, Beverages US
54 • Philips, FMCG Germany
59 • Philips, FMCG UK
90 • Pizza Hut, Restaurants US
63 • Quaker Oats, Food US
27 • Red Bull, Beverages US
35 • Samsung, Consumer Electronics US
97 • Sephora, Specialty Retail US
72 • Shea Moisture, Hair Care & Color US
28 • Starbucks, Beverages US
89 • Starbucks, Restaurants US
25 • Tarte, Beauty US
73 • Tide, Home Care US
99 • Tiffany & Co., Watches & Jewelry US
12 • Toyota, Auto US
8 • Under Armour, Activewear US
21 • Urban Decay, Beauty UK
26 • Urban Decay, Beauty US
88 • Wellness, Pet Care US
14 • Yves Rocher, Beauty France
15 • YSL Beauté, Beauty France
101 About L2
TABLE OF CONTENTS
• Activewear • Auto • Beauty • Consumer Electronics • CPG • Finance • Food & Beverage • Hotels • Luxury • Retail • Specialty Retail
4IN THE COMPANY OF GENIUS 2017
ABOUT L2
L2 Membership Benefits
BENCHMARKING
L2 Digital IQ, Amazon IQ, and Category IQ Indexes provide analysis and rankings for brand performance, profiling best practices and key innovators.
RESEARCH REPORTS L2 publishes 100+ reports annually, including L2 Digital IQ Indexes, cross-sector Intelligence Reports, and topical Insight Reports. Members have access to L2’s entire archive of research.
MEMBER SUPPORT
L2 advisors provide members with the support they need to make key decisions and prescriptively assess digital initiatives, offering dynamic guidance as improvements are implemented.
EXECUTIVE EDUCATION L2 hosts 65+ events around the world each year, bringing together top scholars, thought leaders,
and L2 analysts to share insights and speak on important developments in the digital sphere.
L2 Products
L2 DIGITAL BENCHMARKING INDEXES
Rigorous analysis and benchmarking of brand performance within a specific industry, merchandise category or on Amazon.
STRATEGY MODULESCustomized benchmarking and insights on digital topics that are strategic priorities for brands, including:
• Omnichannel Retail
• Data & Targeting and Loyalty
• Video
• Localization
• Content & Commerce
• Social Content & Strategy
Inquire About Membership
• L2 Digital IQ Index • L2 Amazon IQ Index • L2 Category IQ Index
EXCERPT
5IN THE COMPANY OF GENIUS 2017
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