These Companies Are Marketing Masters

They know how to reach customers better than anyone.

These Companies Are Marketing Masters

Marketing is as old as business. From the time people began exchanging money for goods, sellers have used some form of advertising. Even before there was competition for customers, storekeepers worked to convince customers to buy things not "on the list."

Today, technology has brought advertising into our homes and our pockets. Companies have become more innovative in their attempt to capture their share of consumer dollars. The rise of shopping in pajamas also have impacted marketing (especially those who rely on impulse purchases), but the need for print, radio and television advertising remains.

Companies that want to remain relevant have learned that a shift in strategy is necessary. Some centuries-old companies have grappled with the dilemma of how to maintain the integrity of traditional brands while also making them new and fresh for new customers. That often means going to where customers "hang out," whether it’s in print, on television, or their preferred social media.

These companies have demonstrated that they are interested in what their customers want and have been the most successful at delivering. They are the all-time best companies at marketing.

Note: All figures are for 2019, unless otherwise noted.

30. Yum! Brands

Founded: May 30, 1997 (spin-off from PepsiCo)

Founders: Harland Sanders (KFC), Dan and Frank Carney (Pizza Hut), Glen Bell (Taco Bell)

Headquarters: Louisville, Kentucky

Products: Restaurant meals

Brands: KFC, Pizza Hut, Taco Bell

Revenue: $5.597 billion

Profit: $4.362 billion

Bottom Line: Yum! Brands

Traditionally, Yum! has marketed each of its three food-service chains separately.

The company recently rearranged their leads in an effort to boost Pizza Hut’s numbers. KFC has been particularly successful in recent years, after reintroducing its mascot, Colonel Sanders, in sometimes bizarre ways.

The company also has used the unusual strategy of creating buzz by introducing outrageous concepts such as the KFC Double Down which, ironically, increased sales through bad reviews.

Watch: Famous Bowls

29. McDonald’s

Founded: May 15, 1940

Founders: Richard and Maurice McDonald

Headquarters: Chicago, Illinois

Products: Retail food service

Revenue: $2.077 billion

Profit: $11.115 billion

Bottom Line: McDonald’s

One of the top advertising spenders in the food industry, McDonald’s has a history of consistency. People see the golden arches and know what they are going to get.

With an international presence, McDonald's appeals to customers worldwide by featuring special region-specific items in other markets, such as macaroons in France and McSpaghetti in the Philippines.

The company has long used partnerships, most notably with its popular Happy Meal and more recently has moved to use social media and influencer partnerships to provide information and increase engagement.

Watch:The Showdown — Bird vs. Jordan

28. Procter & Gamble

Founded: Oct. 31, 1837

Founders: William Procter and James Gamble

Headquarters: Cincinnati, Ohio

Products: Cleaning agents, personal care, beauty care, personal health care

Brands: Bounty, Charmin, Head & Shoulders, Olay, Old Spice, Tide, Vicks, Gillette

Revenue: $67.684 billion

Profit: $32.916 billion

Bottom Line: Procter & Gamble

The biggest advertising spender in the household products category, Procter & Gamble has moved away from a mass marketing strategy in favor of a more targeted approach.

Utilizing data analytics, the company has narrowed its focus, spending advertising dollars on users/ purchasers in the spaces they tend to inhabit. In recent years, the company has realized that for some products, influencers, rather than ads, are more effective.

P&G has moved more of its marketing in-house and reports that these efforts have resulted in a reduction in media waste while still achieving an increased media reach.

Watch:Best Job

27. Red Bull

Founded: 1984

Founders: Dietrich Mateschitz and Chaleo Yoovidhya

Headquarters: Fuschl am See, Austria

Products: Energy drinks, sports teams, media

Brands: Red Bull, Simply Cola, Carpe Diem, Sabai Wine Spritzer, Red Bull Salzburg, New York Red Bulls, Red Bull Bragantino, RB Leipzig, Red Bull TV, Red Bull Photography, Benevento Publishing, Red Bull Music Academy, Red Bull Records, Red Bull Music Publishing

Revenue: $6.137 billion (2018)

Profit: N/A

Bottom Line: Red Bull

The energy drink producer started off targeting a very specific demographic: 18-to-34-year-old males. Then, it gradually expanded in the hopes of reaching 35-to-65 year-olds, both male and female.

The company relies on emotion, intimating that the energy drink allows consumers to achieve their biggest dreams. The company turned to adrenaline junkies as spokespeople and sponsors extreme events, making the connection that its single product is also exciting and thrill-inspiring.

With masterful storytelling, Red Bull managed to build an empire through branding and sponsoring rather than ads.

Watch:The Athlete Machine

26. Daimler AG

Founded: May 1, 1924, agreement of mutual interest between Benz Cie and Daimler Motoren Gesellschaft. Companies merged June 28, 1926, to create Daimler-Benz, renamed DaimlerChrysler in 1998. Renamed Daimler in 2007.

Founders: Karl Benz, Gottlieb Daimler and Wilhelm Maybach

Headquarters: Stuttgart, Baden-Württemberg, Germany

Products: Luxury vehicles, vans, trucks, buses, coaches and ambulances, financial services

Brands: Mercedes-Benz, Daimler

Revenue: €172.745 billion ($191.990 billion)

Profit: €2,700 billion ($3 billion)

Bottom Line: Daimler AG

Mercedes-Benz is the oldest manufacturer of luxury cars and proud of that heritage.

The company is active on multiple social media channels. On Facebook, more than 21 million followers get almost daily updates (mostly photos and videos) on news and profiles of those living the Mercedes lifestyle. On Instagram, user-generated content is encouraged, using branded hashtags such as #MBPhotoPass.

Recognizing the high use of social media among truck drivers to get that sense of community, Daimler’s truck division is also active on a truck-driver-community website.

Watch: 45 AMG Apparition

25. The Progressive Corporation

Founded: March 10, 1937

Founders: Joseph Lewis and Jack Green

Headquarters: Mayfield, Ohio

Products: Insurance

Revenue: $39.022 billion

Profit: $5.554 billion

Bottom Line: The Progressive Corporation

Like them or hate them, you remember Progressive’s television ads. With a growing cast led by the company’s spokeswoman Flo, the ads sometimes have viewers scratching their heads. But people still talk about them, which is, after all, the point of advertising.

Flo, introduced over a decade ago, hasn’t changed over the years and has reached Halloween-costume status fame. Her Facebook page boasts 4.5 million followers, more than nine times the company’s Facebook page.

The company got creative in 2020 and saved some serious advertising bucks by running an anti-Super Bowl ad.

Watch:Maid for Us

24. Mastercard

Founded: 1966 as Interbank Card Association. Renamed Master Charge in 1969, MasterCard in 1979 and Mastercard in 2016.

Founders: Interbank Card Association

Headquarters: Purchase, New York

Products: Financial services

Brands: Mastercard, Maestro, Cirrus

Revenue: $16.883 billion

Profit: $16.883 billion

Bottom Line: Mastercard

One of the leading credit companies in the world, Mastercard took the bold step of removing the brand name from its logo in 2019 in certain contexts, believing the interlocking red and yellow circles speak for themselves.

In an effort to make a customer connection using other senses, a sonic logo was also introduced, creating a sound unique to the Mastercard experience.

In a show of dedication to its "priceless" slogan, the company also unveiled two new restaurants (in New York and Rome) and two new macaron flavors.

Watch: Priceless Elephant

23. Unilever

Founded: 1897

Founders: William Hesketh Lever

Headquarters: London, United Kingdom

Products: Personal care products, food

Brands: Dove, Lever 2000, Axe, Brut, Noxema, Pond’s, Q-tips, St. Ives, Suave, TRESemmé, VO5, Vaseline, Colman’s Lipton, Pure Leaf, Hellmann’s, Breyer’s, Knorr, Magnum, Ben & Jerry’s, Klondike, Popsicle

Revenue: €51.98 billion ($57.752 billion)

Profit: €12.54 billion ($13.936 billion)

Bottom Line: Unilever

The world’s second-largest advertiser, Unilever made news in 2019 with its efforts to better vet advertising partners to combat online ad fraud.

The company also reworked its marketing teams, moving members to one of three separate units focusing on specific business segments. The company used complete storylines in its partnerships with Dutch DJ and producer Martin Garrix and Walt Disney’s Marvel Entertainment to promote new products.

The strategy worked as Unilever made over $13 billion in profit.

Watch:Choose Beautiful

22. American Express

Founded: 1850

Founders: Henry Wells, William J. Fargo and John Warren Butterfield

Headquarters: New York, New York

Products: Financial services

Revenue: $47.020 billion

Profit: $43.556 billion

Bottom Line: American Express

The top advertising spender in the financial industry, American Express has worked to keep up with the times.

While past generations saw an AmEx card as something only in Dad’s pocket, the company has captured a younger demographic by reaching out directly. The company’s nearly 8 million Facebook fans are engaged and enjoy an almost instant response to their comments.

Similar results are seen on the company’s Twitter, LinkedIn and YouTube channels. It may be comforting to some that expanding demographics has resulted in no change to the company’s tagline: "Don’t Leave Home Without It."

Watch: Grabbing Groceries with Tina Fey

21. Tesla, Inc.

Founded: July 1, 2003

Founders: Elon Musk, JB Straubel, Martin Eberhard, Marc Tarpenning, Ian Wright

Headquarters: Palo Alto, California

Products: Electric cars and energy storage products

Revenue: $7.384 billion

Profit: $1.391 billion

Bottom Line: Tesla, Inc.

It wasn’t so long ago that an all-electric car was considered impossible, yet Tesla has not only mass-produced them, the company has done so while turning a profit.

The company seems to break all the rules. It spends nothing on paid advertising, has no physical store and makes the customer wait weeks for a car. Yet, the company sold more than 367,000 cars in 2019, more than the two previous years combined.

This success is largely due to CEO Elon Musk, who engages with his 29 million followers almost daily.

Watch: Feel It

20. Anheuser-Busch

Founded: 1852 as the Bavarian Brewery. Purchased and renamed E. Anheuser & Co. in 1860, renamed Anheuser-Busch Brewing Association in 1879.

Founders: Eberhard Anheuser and Adolphus Busch

Headquarters: St. Louis, Missouri

Products: Beer

Brands: Budweiser, Corona, Stella Artois, Beck’s Leffe, Hoegaarden, Michelob Ultra

Revenue: $54,340 billion

Profit: $33,729 billion

Bottom Line: Anheuser-Busch

The beer company, known for its clever Super Bowl commercials and Clydesdale brand ambassadors, has mastered the art of blending old and new.

The company recently formed its own in-house agency, Draftline, to complement the outside agencies it works with. The new agency has worked to connect with consumers — asking them to share stories, offering to plant trees and adding pop culture references into television ads.

When it comes to working with influencers, the company realizes that consumers know authenticity and seeks out those who actually love the brand.

Watch:9/11 Tribute Ad Super Bowl 2011

19. Hallmark Cards, Inc.

Founded: 1910

Founders: Joyce Hall

Headquarters: Kansas City, Missouri

Products: Greeting cards, art supplies, stationery, ornaments, home décor, television

Brands: Crayola, Crown Media, Hallmark Channel

Revenue: $4.1 billion

Profit: N/A

Bottom Line: Hallmark Cards, Inc.

As the leading greeting card company, Hallmark knows how to pull at heartstrings. Emotion sells.

As paper card giving has slowed (many only send "real" cards at Christmastime), the company has mastered the art of storytelling to sell products, whether telling the story of a special Valentine or Mom or Dad, on TV as well as on YouTube and Instagram.

Nowhere is this concept better exhibited than in the popularity of their sappy Hallmark original movies.

Watch: Hooper

18. PepsiCo, Inc.

Founded: 1902 as Pepsi-Cola Company, merged with Frito Lay in 1965

Founders: Caleb Bradham

Headquarters: Purchase, Harrison, New York

Products: Beverages, grain-based snack foods

Brands: Pepsi, Mountain Dew, 7 Up, Sierra Mist, Lays, Doritos, Cheetos, Fritos, Gatorade, Pepsi-Cola, Quaker, Aquafina, Tropicana, Starbucks (ready-to-drink only)

Revenue: $67.161 billion

Profit: $37.029 billion

Bottom Line: PepsiCo, Inc.

The world’s number two cola brand, Pepsi plays up its status as the underdog and frequently uses endorsement partnerships, predominantly with entertainers and sports figures.

In 2019, the brand rolled out #Summergram, a partnership with Instagram, turning Pepsi cans into custom filters on the platform. On the salty snack front, Frito-Lay is king. Aside from the much-anticipated Doritos Super Bowl commercials, the company focuses on social media, turning to Twitter polls and encouraging sharing selfies.

The company also added a cashback program that utilizes users’ mobile phones (PepCoin). In a potentially risky twist, the company removed the word Doritos from its social media channels, instead relying on the distinctive look of the chip in its advertising.

Watch: Cindy Crawford Drinks a Pepsi

17. Airbnb

Founded: August 2008

Founders: Brian Chesky Joe Gebbia, and Nate Blecharczyk

Headquarters: San Francisco, California

Products: Accommodation booking engine

Revenue: $3.5 billion (2018)

Profit: N/A

Bottom Line: Airbnb

Airbnb changed the vacation industry, not only with its low prices, but also by focusing its ads on the experience rather than the accommodations.

The company uses techniques such as customized emails to get users to return to the site, upping the odds of conversion, and provides a value-added service by suggesting itineraries of searched or booked locations. Its use of partnerships and influencers assists in building a community, all of which increase brand confidence and loyalty.

Their referral program, which offers a discount to both established and new users, also adds to the customer base.

Watch:Host Chorus

16. The Coca-Cola Company

Founded: Jan. 29, 1892

Founders: Asa Candler

Headquarters: Atlanta, Georgia

Products: Soft drinks

Brands: Coke, Sprite, Fanta, Schweppes, Fresca, Barq’s, Minute Maid, Dasani, Smartwater, Simply juices and drinks, Fuze, Honest tea, Costa coffee, Powerade, Fairlife, Gold Peak tea, VitaminWater, Zico, Appleteaser

Revenue: $37.266 billion

Profit: $22.233 billion

Bottom Line: The Coca-Cola Company

Coca-Cola is the second-oldest soda company (beat out by a year by Dr. Pepper), and those iconic red labels are recognizable in any language.

While maintaining a presence at major sporting events, the company also has turned to social media for inspiring digital marketing campaigns and dabbled in experiential marketing.

Experimenting with new packaging and flavors has had mixed business success, but the company deserves kudos for trying.

Watch: Hilltop

15. Mars, Inc.

Founded: June 23, 1911

Founders: Franklin Clarence Mars

Headquarters: McLean, Virginia

Products: Candy, gum, beverages, food, pet food

Brands: 3 Musketeers, Dove, Life Savers, M&Ms Milky Way, Snickers, Big Red, Starburst, Skittles, Twix, Doublemint, Extra, Juicy Fruit, Orbit, Uncle Ben’s Rice, Pedigree, Iams, Eukanuba, Whiskas

Revenue: $37 billion (2018)

Profit: N/A

Bottom Line: Mars, Inc.

Mars focuses on reaching a mass audience using TV for most of its candy and food company advertising spending, but it also makes effective use of social media. For example, a narrative about right or left Twix fans, using Instagram stories and a Snapchat portal lens keeps people talking.

On the pet food side, it has been able to gather more data on its customers (often including specific breed and feeding frequency), so it spends more of its budget on digital, including the Pedigree DentaStix Studios mobile app.

You can say that Mars has sent social media to the dogs.

Watch:You Don’t Eat Your Own Kind

14. L’Oreal

Founded: July 30, 1909

Founders: Eugène Schueller

Headquarters: Clichy, France

Products: Cosmetics, fragrance, hair & skincare products

Brands: L’Oréal, Maybelline, NYX Professional makeup, Lancôme, Urban Decay, Giorgio Armani, Yves Saint Laurent, Garnier

Revenue: €29.87 billion ($33.728 billion)

Profit: €5.54 billion ($6.256 billion)

Bottom Line: L’Oreal

Despite being a 150-plus-year-old company, L’Oreal has embraced the digital age.

Recognizing that it has always depended on influencers (such as hairstylists) to recommend its products, the company has expanded its reach through online local and global influencers in 150 countries to promote 34 (sometimes very different) brands.

The company also makes use of social media channels such as YouTube and Instagram to hold competitions and promote innovative use of their products.

Watch: Because You’re Worth It

13. General Mills

Founded: June 20, 1856 as Minneapolis Milling Company, merged with 28 other mills to create General Mills in in June 1928

Founders: Cadwallader C. Washburn, John Crosby, James Ford Bell

Headquarters: Golden Valley, Minnesota

Products: Food

Brands: Cheerios, Wheaties, Nature Valley, Annie’s, Fiber One, Betty Crocker, Haagen-Dazs, Pillsbury, Old El Paso, and more

Revenue: $16.865 billion

Profit: $5.757 billion

Bottom Line: General Mills

General Mills has such a large number of products, so it looks at marketing from a brand standpoint rather than a company-wide one.

Believing that it is important to know the brand and the customer, the company’s chief brand officer says that while research and data are important, it is also important to trust your gut. Especially for established brands, there needs to be a good reason to make major changes.

One of the leading manufacturers of cereal, GM is keeping traditional brands fresh by working with celebrity partners who loved the products growing up.

Watch:Cheerios commercial

12. Hershey's

Founded: Feb. 9, 1894

Founders: Milton S. Hershey

Headquarters: Hershey, Pennsylvania

Products: Candy, snacks

Brands: Hershey, Reese’s, Jolly Rancher, Ice Breakers, Brookside

Revenue: $7.986 billion

Profit: $3.622 billion

Bottom Line: Hershey's

Hershey's is synonymous with chocolate. More than many others, the company pays attention to its customers, by constantly evaluating everything from flavors to packaging, and putting as much value on an item’s digital appearance as its physical.

In an attempt to stay fresh in customers’ minds, Hershey's is meeting customers in their new space — the esports arena. The company has established a presence on Twitch, where it has brokered deals with streamers on the platform.

The candy company also markets on Snapchat, Instagram, Facebook, Reddit and Imgur, and is looking at expanding its reach to TikTok.

Watch: Hershey's Bar

11. Wawa, Inc.

Founded: 1803

Founder: George Wood

Headquarters: Wawa, Pennsylvania

Products: Food, gasoline

Revenue: $12.1 billion

Profit: N/A

Bottom Line: Wawa, Inc.

Some may say Wawa is only a convenience store, but others will drive hours to get their signature hoagie or cup of coffee. The company has built a cult following that boasts more than 1.4 million fans on Facebook and more than 364,000 Twitter followers.

To make ordering favorites even easier, customers can order in advance, from the company website or app, while a rewards program treats customers to free products.

Their most popular ad program is certainly #Hoagiefest, which has inspired an associated online game.

Watch: Hoagiefest

10. Kellogg

Founded: February 19, 1906

Founders: Will Keith Kellogg

Headquarters: Battle Creek, Michigan

Products: Cereal, crackers, frozen foods

Brands: Kellogg’s Frosted Flakes, Keebler, Pringles, Pop-Tarts, Cheez-Its, Special K, Rice Krispies, Eggo

Revenue: $13.578 billion

Profit: $4.381 billion

Bottom Line: Kellogg

With classic slogans like "They’re Grrrreat!?" and "Snap, Crackle, Pop," Kellogg has mastered the art of brand recognition.

In recent years, the company has embraced digital marketing, to the point that it now makes up the bulk of its advertising budget. It has a strong presence on YouTube and has increased its number of partnerships with influencers.

That work with influencers is hands-on. In addition to a team at Kellogg’s, agency execs also are pulled in to help guide the influencer in creating content.

Watch:Swimmer

9. Campbell Soup

Founded: 1869

Founders: Joseph A. Campbell

Headquarters: Camden, New Jersey

Products: Soups, meals, beverages, snacks

Brands: Campbell’s, Chunky soup, Pepperidge Farms, Goldfish, V8, Bolthouse Farms, Royal Dansk, Swanson, Prego, Pace, Garden Fresh Gourmet

Revenue: $8.088 billion

Profit: $2.693 billion

Bottom Line: Campbell Soup

Recognizing that people make decisions based on emotions, Campbell’s has simplified its marketing strategy to seven questions that focus on connecting with customers.

While some things have changed, such as forming partnerships with other companies (like the Hallmark Channel and Instantpot), the company continues to work with athletes such as Saquon Barkley in television ads.

Campbell’s Kitchen, their online recipe book, serves as an advertising vehicle and a resource, recommending products as well as other recipes users may enjoy.

Watch:Chunky Soup "Mama’s Boy"

8. Toyota

Founded: Aug. 28, 1937

Founders: Kiichiro Toyoda

Headquarters: Toyota, Aichi, Japan

Products: Cars, trucks, buses, boats, airplanes

Revenue: $272.031 billion

Profit: $48.995 billion

Bottom Line: Toyota

Toyota’s TV ads feature an immensely likeable everywoman spokesperson, Jan, and the tagline, "Let’s go places."

The company also has developed an effective sound logo that immediately conjures up the brand, even apart from aired commercials.

The company has positioned itself to best utilize authentic influencers, sharing their posts on its own platforms. These social media channels are also used to promptly respond to consumer concerns, (particularly after a series of recalls), increasing consumer confidence.

Watch:Jan's Pregnant

7. Domino’s Pizza, Inc.

Founded: Dec. 9, 1960

Founders: James Monaghan, Tom Monaghan, Dominick DiVarti

Headquarters: Ann Arbor, Michigan

Products: Pizza, pasta, chicken wings, dessert sales and delivery

Revenue: $3.619 billion

Profit: $1.402 billion

Bottom Line: Domino’s Pizza Inc.

Domino’s set out to disrupt the pizza market by not just selling pizza, but also delivering it, in 30 minutes or less. The company has reinvented itself by adding additional items to its menu and keeping up with technology.

Now users can order via the website and through social media, text and an app. Continuing to set itself apart, the company touts the ability to track each order at every stage of the pizza-making process.

So you can follow along at home.

Watch:Cheers to Domino’s

6. Spotify

Founded: April 23, 2006

Founders: Daniel Ek, Martin Lorentzon

Headquarters: Stockholm, Sweden

Products: Music streaming services

Revenue: $7.576 billion

Profit: $1.929 billion

Bottom Line: Spotify

Spotify is not just a music service. It also has become an advertising channel.

The company’s business model encourages listeners to find something new. The platform allows you to customize, by genre and purpose or "mood," helping users discover new-to-them international artists they might not have otherwise. The company utilizes collected data to study user preferences and make adjustments accordingly.

In 2018, a campaign designed in-house splashed user data on billboards and posters, along with artist quotes, creating their most successful year to date.

Watch:Chase

5. JM Smucker

Founded: 1897

Founders: Jerome Monroe Smucker

Headquarters: Orrville, Ohio

Products: Fruit spreads, coffee, peanut butter, shortening and oils, ice cream toppings, sweetened condensed milk, natural food products

Brands: Smucker’s, Folgers, Jif, Dunkin Donuts, Crisco, Eagle Brand

Revenue: $7.838 billion

Profit: $2.916 billion

Bottom Line: JM Smucker

In 2018, JM Smucker redesigned its marketing team, assigning marketers to specific business units rather than working as a centralized team, which reduced the time between concept and implementation.

The company has been targeting a younger audience by running edgier ads. Its 1850 Coffee campaign has proven effective with millennials.

The company’s ideological shift and increased focus on data and insights are hoped to ensure that their iconic brands will be enjoyed by customers old and new.

Watch:Grown Up

4. Nike

Founded: Jan. 25. 1964, as Blue Ribbon Sports. Became Nike, Inc., on May 30, 1971

Founders: Bill Bowerman and Phil Knight

Headquarters: Beaverton, Oregon

Products: Sneakers, apparel

Brands: Nike, Converse, Jordan

Revenue: $39.117 billion

Profit: $17.474 billion

Bottom Line: Nike

Nike was a relative unknown sneaker brand just a generation ago, but it has grown into one of the top brands in the world. And marketing has played a key role in its rise.

The top advertising spender in the apparel industry, the company uses international sponsorships of events and partnerships with athletes who not only advertise but also lend their name to products.

The company’s swoosh logo is recognizable without the brand name and its slogan, "Just do it," has become a rallying call.

Watch: Dream Crazy

3. Starbucks

Founded: March 31, 1971

Founders: Jerry Baldwin, Zev Siegl, Gordon Bowker

Headquarters: Seattle, Washington

Products: Coffee tea, other beverages, pastries, coffee-related equipment, bottled Frappuccino, ice cream

Revenue: $26.509 billion

Profit: $17.982 billion

Bottom Line: Starbucks

Starbucks' success is all about the marketing.

Eschewing the typical small, medium and large offerings and basic caf or no caf of other coffee shops, it instead provides an elevated experience, using fancy words and specialty ingredients, establishing an almost cult following.

The company touts its commitment to sustainability, which is important to many of its loyal customers. The use of an app and a rewards program also entices customers to collect stars that can be redeemed for free products.

Watch: #whatsyourname

2. Netflix

Founded: Aug. 29, 1997

Founders: Reed Hastings, Marc Randolph

Headquarters: Los Gatos, California

Products: Streaming television and movies, original content

Revenue: $20.156 billion

Profit: $7.716 billion

Bottom Line: Netflix

Netflix is a business school lesson in changing with the times. The DVD mail-rental company moved to online streaming and became a verb. The rest is entertainment history — and they're not done making it.

Realizing that competitors were on the horizon, Netflix made the move to provide original programming, with great success. Unlike many other television and film production companies, prominent product placement is free and tends to benefit both parties.

The company’s hit show “Stranger Things” has inspired partnerships with 75 companies including Baskin-Robbins, which created new flavors tied to the show.

Watch:Ricky Gervais advert

1. Apple

Founded: April 1976, incorporated January 1977

Founders: Steve Jobs, Steve Wozniak, Ronald Wayne

Headquarters: Cupertino, California

Products: Computers, cellular phones, portable digital music players

Revenue: $260.174 billion

Profit: $98.392 billion

Bottom Line: Apple

Apple has always seemed to have an intuitive sense of what the public wants.

The company creates suspense by teasing new products, unveiling them in a dramatic way that makes people feel that these products are exactly what they have been waiting for, and they need them, now.

This theatrical method is likely a large part of why lines go on for blocks when a new product premiers.

Watch: Think Different