What do Nike, Gucci, Pizza Hut, and Geico have in common? They are all genius brands, according to L2, the research firm founded by the iconoclastic “clinical professor” Scott Galloway, of New York University’s Stern School of Business.
L2 ranked 2,302 brands.
But only 4% of them rank as genius brands.
Just over 600 were “gifted,” and 666 were average, but 543 were “challenged,” and 399 were “feeble,” L2 says, making it difficult or impossible for those brands effectively reach consumers. Only 94 made the cut.
What makes genius brands geniuses? Five factors, according to L2.