CHRIS KNEELAND
HOW DO
BRANDS
SCORE?
Select different brands to compare and contrast how they have prioritized the seven brand attributes.
AirBnb
CATEGORY:
Services
FOUNDED:
2007
AGE:
17
Big Brothers Big Sisters
CATEGORY:
Services
FOUNDED:
1904
AGE:
120
Goodlife Fitness
CATEGORY:
Services
FOUNDED:
1904
AGE:
120
Lush
CATEGORY:
Services
FOUNDED:
1995
AGE:
29
McDonalds (Happy Meal)
CATEGORY:
Services
FOUNDED:
1940
AGE:
84
Starbucks
CATEGORY:
Services
FOUNDED:
1971
AGE:
53
Tim Hortons
CATEGORY:
Services
FOUNDED:
1964
AGE:
60
Victoria Secret
CATEGORY:
Services
FOUNDED:
1977
AGE:
47
Walgreens
CATEGORY:
Services
FOUNDED:
1901
AGE:
123
Wholefoods
CATEGORY:
Services
FOUNDED:
1980
AGE:
44
Zappos
CATEGORY:
Services
FOUNDED:
1999
AGE:
25
Amazon
CATEGORY:
Retail
FOUNDED:
1994
AGE:
30
Charity Water
CATEGORY:
Retail
FOUNDED:
2006
AGE:
18
DoorDash
CATEGORY:
Retail
FOUNDED:
2013
AGE:
11
Geek Squad
CATEGORY:
Retail
FOUNDED:
1994
AGE:
30
Hallmark
CATEGORY:
Retail
FOUNDED:
1910
AGE:
114
Las Vegas
CATEGORY:
Retail
FOUNDED:
1905
AGE:
119
Make A Wish
CATEGORY:
Retail
FOUNDED:
1980
AGE:
44
Marine Corps
CATEGORY:
Retail
FOUNDED:
1775
AGE:
249
Microsoft
CATEGORY:
Retail
FOUNDED:
1975
AGE:
49
Movember
CATEGORY:
Retail
FOUNDED:
2003
AGE:
21
Redditt
CATEGORY:
Retail
FOUNDED:
2005
AGE:
19
Shopify
CATEGORY:
Retail
FOUNDED:
2006
AGE:
18
Spotify
CATEGORY:
Retail
FOUNDED:
2006
AGE:
18
Apple
CATEGORY:
Hard Goods
FOUNDED:
1976
AGE:
48
Beats by Dre
CATEGORY:
Hard Goods
FOUNDED:
2006
AGE:
18
Debeers
CATEGORY:
Hard Goods
FOUNDED:
1888
AGE:
136
Dyson
CATEGORY:
Hard Goods
FOUNDED:
1991
AGE:
33
Fender
CATEGORY:
Hard Goods
FOUNDED:
1946
AGE:
78
GoPro
CATEGORY:
Hard Goods
FOUNDED:
2002
AGE:
22
Micheline
CATEGORY:
Hard Goods
FOUNDED:
1889
AGE:
135
S'well
CATEGORY:
Hard Goods
FOUNDED:
2010
AGE:
14
Traeger
CATEGORY:
Hard Goods
FOUNDED:
1987
AGE:
37
Yeti
CATEGORY:
Hard Goods
FOUNDED:
2006
AGE:
18
Band Aid
CATEGORY:
CPG
FOUNDED:
1920
AGE:
104
Chapstick
CATEGORY:
CPG
FOUNDED:
1880
AGE:
144
Dove
CATEGORY:
CPG
FOUNDED:
1957
AGE:
67
Tide
CATEGORY:
CPG
FOUNDED:
1946
AGE:
78
Barbie
CATEGORY:
Toys & Games
FOUNDED:
1959
AGE:
65
Call of Duty
CATEGORY:
Toys & Games
FOUNDED:
2003
AGE:
21
Hot Wheels
CATEGORY:
Toys & Games
FOUNDED:
1968
AGE:
56
Madden
CATEGORY:
Toys & Games
FOUNDED:
1988
AGE:
36
Nintendo
CATEGORY:
Toys & Games
FOUNDED:
1889
AGE:
135
Playstation
CATEGORY:
Toys & Games
FOUNDED:
1994
AGE:
30
Uno
CATEGORY:
Toys & Games
FOUNDED:
1945
AGE:
79
Budweiser
CATEGORY:
Food & Beverage
FOUNDED:
1876
AGE:
148
Cheetos
CATEGORY:
Food & Beverage
FOUNDED:
1948
AGE:
76
Chobani
CATEGORY:
Food & Beverage
FOUNDED:
2005
AGE:
19
Coca Cola
CATEGORY:
Food & Beverage
FOUNDED:
1886
AGE:
138
Doritos
CATEGORY:
Food & Beverage
FOUNDED:
1964
AGE:
60
Gatorade
CATEGORY:
Food & Beverage
FOUNDED:
1965
AGE:
59
Guiness
CATEGORY:
Food & Beverage
FOUNDED:
1759
AGE:
265
Heinz Ketchup
CATEGORY:
Food & Beverage
FOUNDED:
1876
AGE:
148
Jack Daniels
CATEGORY:
Food & Beverage
FOUNDED:
1866
AGE:
158
M&Ms
CATEGORY:
Food & Beverage
FOUNDED:
1941
AGE:
83
Mountain Dew
CATEGORY:
Food & Beverage
FOUNDED:
1940
AGE:
84
Patron
CATEGORY:
Food & Beverage
FOUNDED:
1989
AGE:
35
Red Bull
CATEGORY:
Food & Beverage
FOUNDED:
1987
AGE:
37
Skittles
CATEGORY:
Food & Beverage
FOUNDED:
1974
AGE:
50
Snickers
CATEGORY:
Food & Beverage
FOUNDED:
1930
AGE:
94
Cadillac
CATEGORY:
Automotive
FOUNDED:
1876
AGE:
148
Ford
CATEGORY:
Automotive
FOUNDED:
1903
AGE:
121
Harley Davidson
CATEGORY:
Automotive
FOUNDED:
1903
AGE:
121
Jeep
CATEGORY:
Automotive
FOUNDED:
1941
AGE:
83
Kawasaki
CATEGORY:
Automotive
FOUNDED:
1896
AGE:
128
Porcshe
CATEGORY:
Automotive
FOUNDED:
1931
AGE:
93
Range Rover
CATEGORY:
Automotive
FOUNDED:
1970
AGE:
54
Tesla
CATEGORY:
Automotive
FOUNDED:
2003
AGE:
21
Canada Goose
CATEGORY:
Apparel & Accessories
FOUNDED:
1957
AGE:
67
Carhartt
CATEGORY:
Apparel & Accessories
FOUNDED:
1889
AGE:
135
Converse
CATEGORY:
Apparel & Accessories
FOUNDED:
1908
AGE:
116
Costa Sunglasses
CATEGORY:
Apparel & Accessories
FOUNDED:
1983
AGE:
41
Crocs
CATEGORY:
Apparel & Accessories
FOUNDED:
2002
AGE:
22
Herschel Supply Company
CATEGORY:
Apparel & Accessories
FOUNDED:
2009
AGE:
15
Levis (Dockers)
CATEGORY:
Apparel & Accessories
FOUNDED:
1853
AGE:
171
Lululemon
CATEGORY:
Apparel & Accessories
FOUNDED:
1998
AGE:
26
Nike
CATEGORY:
Apparel & Accessories
FOUNDED:
1964
AGE:
60
NoBull
CATEGORY:
Apparel & Accessories
FOUNDED:
2015
AGE:
9
Spanx
CATEGORY:
Apparel & Accessories
FOUNDED:
2000
AGE:
24
The North Face
CATEGORY:
Apparel & Accessories
FOUNDED:
1966
AGE:
58
Under Armor
CATEGORY:
Apparel & Accessories
FOUNDED:
1996
AGE:
28
Vans
CATEGORY:
Apparel & Accessories
FOUNDED:
1966
AGE:
58
Cirque du Soleil
CATEGORY:
Entertainment
FOUNDED:
1984
AGE:
40
Disney
CATEGORY:
Entertainment
FOUNDED:
1923
AGE:
101
ESPN
CATEGORY:
Entertainment
FOUNDED:
1979
AGE:
45
Harlem Globetrotters
CATEGORY:
Entertainment
FOUNDED:
1926
AGE:
98
Marvel
CATEGORY:
Entertainment
FOUNDED:
1939
AGE:
85
MTV
CATEGORY:
Entertainment
FOUNDED:
1981
AGE:
43
National Geographic
CATEGORY:
Entertainment
FOUNDED:
1888
AGE:
136
Netflix
CATEGORY:
Entertainment
FOUNDED:
1997
AGE:
27
TikTok
CATEGORY:
Entertainment
FOUNDED:
2016
AGE:
8
Dallas Cowboys
CATEGORY:
Sports
FOUNDED:
1960
AGE:
64
NFL
CATEGORY:
Sports
FOUNDED:
1920
AGE:
104
NHL
CATEGORY:
Sports
FOUNDED:
1917
AGE:
107
NY Yankees
CATEGORY:
Sports
FOUNDED:
1903
AGE:
121
Philadelphia 76ers
CATEGORY:
Sports
FOUNDED:
1946
AGE:
78
Spartan
CATEGORY:
Sports
FOUNDED:
2007
AGE:
17
Spikeball
CATEGORY:
Sports
FOUNDED:
1989
AGE:
35
UFC
CATEGORY:
Sports
FOUNDED:
1993
AGE:
31
Vegas Golden Knights
CATEGORY:
Sports
FOUNDED:
2016
AGE:
8
HOW DO
BRANDS
COMPARE
Select different brands to compare and contrast how they have prioritized the seven brand attributes.
CATEGORY:
FOUNDED:
AGE:
CATEGORY:
FOUNDED:
AGE:
YES! IT’S
POSSIBLE
As you read this book, I hope you’ll realize the importance of embracing discomfort. Courage and comfort cannot coexist. Rarely do great things happen unless we behave boldly enough to do something that diverges from the safe and predictable. It is my pleasure to share numerous examples of courage and creativity in hopes that you’ll apply this knowledge and attempt to do something equally ambitious.
