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