20 brands that are having a moment
It’s rare that an elephant mascot inspires a fashion following. Or that a devilish, toothy-faced doll doubles as a status symbol. Yet the New York Liberty’s Ellie the Elephant and Labubus are two of this summer’s buzziest brands. They are among a list of 20 brands that are currently top of mind for U.S. consumers.
Aldi, the grocery chain, has bolstered its following by tapping into pop culture moments with clever social media posts. The Gap has revived its brand with savvy marketing that resonates with Gen Z. Meanwhile, Hot Ones, Swig and others have perfected formulas that work with today’s discerning audience.
And there’s more to come. Trendy hand sanitizer brand Touchland just announced a collab with Crocs that quickly prompted a waitlist. In the entertainment space, “Wicked: For Good” is beginning to roll out the pink-and-green carpet ahead of its November release, which is already anticipated to be another blockbuster.
Read on to learn why these brands are seeing momentum and how they plan to keep it going.
—Adrianne Pasquarelli
Aldi
Grocer is leaning into pop culture trends
Doechii
Singer is a breakout star in marketing and music
Ellie the Elephant
The sports and fashion influencer has made brand partnerships with State Farm and Essie
Gap
Fashion brand is enjoying a renaissance
Guinness
Guinness is outperforming a sluggish beer industry
Hinge
Dating app has taken off
Hot Ones
Brands are lining up to work with the show
Labubu Dolls
Grinning dolls are this season's hottest accessory
Life360
App is growing in popularity with parents and teens
LinkedIn
Network has established itself as a key player in the creator economy
Ms Rachel
The YouTube sensation is inking a plethora of brand deals
Notion
The productivity platform is meeting consumer needs
On
Running shoe brand is on pace for another record-breaking year
Strava
App is soaring in popularity as running clubs grow
Substack
Platform prioritizes connections over creepy algorithms
Swig
A Starbucks for soft drinks is in growth mode
Switch 2
Consumers are shelling out for Nintendo's latest console
Touchland
Brand has become a must-have essential for young trendsetters
Whatnot
Marketplace is flourishing in the live shopping space
Wicked 2
Movie is a multi-year marketing phenomenon
Art direction and web production by Aakruti Lunia