WHAT DOES IT TAKE FOR A BRAND to truly a breakthrough in today’s crowded market? Just as it has with everything else, digital transformation has upended the traditional rules of marketing. In less than a decade brands like Uber and Airbnb have attained the kind of consumer mindshare that companies used to have to work decades to create.

Part of this is the simple fact that most of these newer brands are technology companies; they provide products and services that themselves can be built almost overnight, thanks to the proliferation of smartphones, cloud computing, and fast, free, and universally accessible digital tools.

But many of these brands are also resonating on a deeper level with consumers. We wanted to get to the bottom of which companies best exemplified this—those brands that have attained the emotional resonance with consumers typically reserved for big blue-chip companies, but in a fraction of the time.

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