2024 was another year in which brands surprised, delighted, shocked and disappointed us. From major tech players making headlines to beloved brands stumbling, it’s been another year that shaped the landscape of business and culture. Whether it was Nvidia becoming synonymous with AI, Apple’s new AirPods destigmatizing hearing aids, Logan Paul bringing down Mike Tyson and Netflix simultaneously, or Coca-Cola ending the year mired in greenwashing and AI controversies, 2024 was a year to remember.

This year may have officially marked the beginning of the end for some “legacy” brands, with Red Lobster, Bed Bath & Beyond, TGI Fridays and Spirit Airlines all operating under Chapter 11, facing massive downsizing and losing brand relevancy by the day. Many would argue that it’s time Ticketmaster joined them. The platform found new ways to alienate consumers with the fallout from Taylor Swift’s Eras Tour debacle and, more alarmingly, the silence surrounding a massive data breach affecting 560 million users. In fact, 2024 was the year data breaches became chillingly routine, with companies like Disney, The BBC, Microsoft and Dell scrambling to contain damage to both their systems and reputations. Even trusted institutions like Columbia, Harvard and The Washington Post faced PR crises, proving no brand is untouchable.

Elsewhere, collaborations and comebacks stole the spotlight. Crocs teamed up with Post Malone, UGG strutted down Fashion Week runways and Birkenstock joined forces with Gucci, sparking speculation: are dad Merrells next? Abercrombie & Fitch transformed into a leading fashion and stock icon, while Victoria’s Secret tried to recapture relevance with #bodypositivity, and Gap saw its Met Gala denim moment revive buzz. On the M&A front, UBS emerged victorious with its Credit Suisse acquisition and equally successful “Banking is our craft” positioning strategy, deployed globally, featuring Lewis Hamilton, June Ambrose and a very cool horologist experiential event.

2024 also saw Ozempic continue to be the king of weight loss (really type 2 diabetes), while Wegovy, Trulicity and Tremfaya all caught fire tied to their relentless advertising, memorable jingles and bottomless pharma ad budgets. Volkswagen tugged at heartstrings by relaunching its nostalgic electric minivan, while Jaguar misfired with a rebrand that had critics questioning its future. And Mattel? After its Barbie triumph last year, it stumbled spectacularly with the “Wicked Dolls” packaging debacle, accidentally directing kids to a pornography site.

Even giants like Apple weren’t immune to missteps. Its ill-conceived iPad Pro Crush campaign—which featured creative tools crushed under an industrial press—backfired spectacularly, alienating artists, creators and loyal fans alike before being swiftly pulled with a public apology.

Women’s sports had a banner year, with the Olympics, WNBA and NWSL driving momentum for female athletes and edging closer to long overdue equality. Let’s hope 2024 is remembered as the year the tides truly began to turn.

When it comes to 2024, I must ask: where wasn’t Snoop? Why can’t every day be Charli XCX’s Brat Summer? Did Taylor Swift really just save Target from becoming a potential takeover target? Can Michael Cera help all brands like he did with CeraVe’s Super Bowl triumph? Did you know that Liquid Death, the audacious “water in a can” startup, is now worth $1.4B? Will we be talking about how Bluesky became the social media platform that supplanted X and Threads? Will Glicked be as popular and award-worthy as Barbenheimer?

And on a lighter note, will there ever be a feel-good reality season like we just saw on the Golden Bachelorette? No wonder the entire cast of Vanderpump Rules was dumped for new cast members. Bravo, Bravo!

With all of that being said, I once again turned to my Prophet colleagues from around the globe to get their take on 2024’s biggest brand winners and losers, and there was very little debate on which rose to the top and which sunk to the bottom. Without further ado, here are our takes on the 2024 brand winners and losers.

2024 Brand Winners

Nvidia

Nvidia solidified its dominance as a tech powerhouse, driving innovation across industries. Its graphics processing units (GPUs) remained the backbone of AI and machine learning, powering advancements in generative AI and data center growth fueled by demand for cloud computing. In gaming, Nvidia set the standard with high-performance GPUs, while its DRIVE platform gained traction in autonomous vehicle development. Strategic partnerships with top tech firms and research institutions expanded its influence, and a stellar stock performance reflected investor confidence. Balancing innovation with responsibility, Nvidia also advanced sustainability initiatives, reinforcing its role as a leader in tech and beyond.

Bitcoin

Acknowledging crypto as a legitimate investment is no longer in question. Bitcoin, the face of cryptocurrency, has become one of the most powerful brands in the world. Beyond having first-mover advantage and an incoming administration that is “crypto-friendly,” Bitcoin has finally become universally acknowledged and accepted as a store of value and a high-performing long-term investment, with both national governments and financial institutions including Blackrock and Fidelity recognizing the asset class. At the time of publishing this article, we are waiting to see if Microsoft will add Bitcoin to its balance sheet, following MicroStrategy, Tesla and Block.

YouTube

In 2024, YouTube reaffirmed its dominance in the digital landscape, emerging as a powerhouse in both short- and long-form content. With 2.5 billion monthly active users—nearly one-third of the global population—the platform secured a 10% share of U.S. connected TV viewership and saw explosive growth in Shorts, amassing an astonishing 70 billion daily views. Ad revenue surged, fueled by the skyrocketing popularity of Shorts and live streaming, further positioning the platform as a leader in content. By enhancing monetization options for creators, YouTube fostered an explosion of high-quality, diverse content that deepened viewer engagement and cemented its status as the go-to platform for creators and audiences alike.

Additionally, its strategic foray into educational partnerships with leading institutions further solidified its role as a hub for learning and innovation, underscoring its staying power in a crowded market. With plans to expand its global reach, refine monetization opportunities and foster stronger creator-audience connections, YouTube is poised to continue winning with its trinity of creators, advertisers and viewers in 2025 and beyond.

Duolingo

Duolingo soared to new heights, redefining what it means to be a cultural juggernaut in the edutainment space. Duo the Owl, its mischievous mascot, has transcended app functionality to become a global icon of humor and accountability, capturing hearts and sparking conversations far beyond language learning. This year, the brand made waves with a bold Super Bowl debut, airing a quirky five-second ad featuring a farting owl that ignited social media buzz and reinforced its irreverent yet strategic marketing approach. Duolingo kept the momentum going with headline-grabbing activations like the limited-edition “Duo Butt Briefs” and a collaboration with celebrity surgeon Dr. Miami, proving its ability to turn the unconventional into marketing gold. As Adweek aptly put it, “Duolingo isn’t just an app; it’s a blueprint for building a culture-driven brand.” By transforming education into entertainment, Duolingo has cemented itself as a global phenomenon, making learning an experience rather than a task.

TikTok

TikTok’s cultural dominance showed no signs of waning, with the platform continuing to experience explosive user growth, particularly among Gen Z and Millennials. Influencers like Charli D’Amelio, Alix Earle and Keith Lee kept TikTok at the forefront of music, fashion and viral trends, each commanding massive followings and shaping consumer behavior across industries. Beyond its influence on pop culture, TikTok emerged as a powerful tool for political campaigns, with candidates using the platform to authentically connect with younger audiences and drive grassroots engagement. TikTok also tripled its U.S. shopping sales to more than $100 million on Black Friday through its TikTok Shop e-commerce feature, drawing more than seven billion views between Black Friday and Cyber Monday. Whether sparking viral challenges, fostering meaningful social discourse or becoming a social commerce challenger, TikTok solidified its position as a cultural epicenter and a brand to be reckoned with.

Walmart

Walmart demonstrated why it remains a retail juggernaut by capitalizing on e-commerce growth and innovation. The retailer expanded its same-day delivery capabilities and seamlessly integrated its physical and online stores, meeting consumer demand for convenience. Sustainability took center stage as Walmart introduced more eco-friendly products and committed to reducing its carbon footprint, a move resonating with environmentally conscious shoppers. Meanwhile, its steadfast focus on competitive pricing ensured loyalty from budget-conscious consumers, positioning Walmart as a leader in navigating economic uncertainty.

WNBA

The WNBA continued its meteoric rise, setting viewership and attendance records while securing a wave of high-profile sponsorships. Social media platforms, particularly Instagram and TikTok, amplified player narratives, creating a deeper connection with fans. The addition of Caitlin Clark, whose transition to the league brought unprecedented attention and captivated a younger audience, further solidified the WNBA’s position as a cultural and commercial force. With savvy marketing strategies and game-changing talent, the WNBA is proving it has the momentum to transform women’s sports.

2024 Brand Losers

Jaguar

Jaguar’s brand reinvention missed the mark, drawing criticism for prioritizing a diversity campaign that failed to resonate with its audience or tie back to its vehicles. The automaker’s inability to clarify its market positioning left consumers perplexed, while global sales continued to decline amidst dealership closures. In an increasingly competitive luxury market, Jaguar’s struggles and apparent abandonment of its storied history highlight the need for clear messaging and a stronger connection to its core brand identity.

Boeing

Boeing’s turbulent year was marred by ongoing production delays and quality control issues, further damaging its reputation as a reliable aviation giant, with whistleblowers and lawsuits becoming the story instead of the machinery it puts in the skies. Financial losses mounted as airlines turned to competitors to meet demand underscoring Boeing’s failure to address customer concerns. With past safety controversies still casting a long shadow, 2024 reinforced the urgent need for Boeing to rebuild trust and prioritize operational excellence to maintain relevance in a high-stakes industry.

Starbucks

Starbucks found itself at the center of labor unrest as unionization efforts and employee dissatisfaction exposed cracks in its carefully curated brand. Coupled with rising competition from boutique coffee shops offering personalized experiences, Starbucks struggled to maintain its premium image. Price hikes intended to counter inflation sparked widespread customer backlash, raising questions about the company’s ability to balance profitability with customer loyalty in an increasingly competitive market. All of this makes new CEO Brian Niccol’s promise of “my hope is we can get you a brewed cup of coffee in less than 30 seconds” seem both daunting and improbable.

X (formerly Twitter)

X continued its downward spiral with user engagement and active accounts in freefall. Under Elon Musk’s controversial stewardship, the platform faced relentless criticism for sweeping changes that alienated advertisers and long-time users alike. A sharp decline in ad revenue and a muddled vision for the platform’s future left X struggling to compete in the social media landscape. Once a cultural mainstay, X now risks becoming a cautionary tale of mismanagement and lost potential.

Ticketmaster

Ticketmaster’s 2024 was defined by intensifying consumer frustration and mounting regulatory scrutiny. Persistent issues with service fees, opaque pricing and ticket availability eroded public trust, while emerging competitors offered more transparent and user-friendly solutions. Legal challenges and customer complaints further spotlighted Ticketmaster’s systemic problems, leaving the brand on shaky ground in a rapidly evolving marketplace where user satisfaction is paramount.

As we approach the end of the year, tourism has shown strong signs of a full recovery with today’s travelers relishing the freedom to explore. International visitors to the Middle East are especially eager: it’s the only region to have surpassed 2019 levels, up 22% last year, according to the United Nations’ World Tourism Barometer. Europe is close behind. And while that rising tide of tourism is generating record spending, it also presents a unique challenge for every country, city and region striving to attract visitors. What makes people pick Dubai over Denmark? A weekend in Istanbul instead of three days at a spa? The Abu Dhabi Grand Prix versus Monaco? 

Even the most established and well-known destinations must actively work to attract every visitor, while new and emerging locations need to go further to gain attention on the global stage. They must build compelling brands that not only resonate with consumers but are also grounded in consumer insights, strategic rigor, creative innovation and an unwavering commitment to a unified vision. In this fiercely competitive arena, cities and countries aren’t just vying for tourists. They’re looking to cultivate a tourism base that drives economic growth and leaves a lasting impression on visitors. Often, they’re competing against regions with far larger marketing budgets. Winning requires sharply defined target audiences, inspiring first-time visitors and turning them into lifelong advocates.  

To stand out, every city, region and country must craft a unique narrative that sets it apart. At Prophet, we believe there are five critical elements that every destination should consider when building and strengthening its brand.  

1. Tap Into Travelers’ Desires and Needs 

Successful destination branding begins with a deep, authentic understanding of today’s travelers, who care more about experiences, environmental responsibility and the positive impact on local citizens. Fresh consumer research acts as a guide for destination marketers, revealing traveler preferences, perceptions and untapped opportunities. This insight enables brands to make strategic choices about which traveler segments to target and how to best appeal to them in the race to relevance – whether with luxury shopping experiences or family-friendly excursions.  

For example, the enchanting city of Istanbul, consistently a Top 10 destination. Istanbul continues to feed this fascination through research, curating experiences catering to history buffs craving a glimpse into the city’s storied past and millennials seeking Instagram-worthy moments amidst its bustling streets.  

Consumer insights also shaped our recent collaboration with the Department of Culture and Tourism as we worked to develop the destination brand for Abu Dhabi. We realized that in a world that never stands still, Abu Dhabi reawakens curiosity, inviting visitors to experience the city at their own pace. While traditional destination branding focuses on landmarks and attractions, this visitor-centric approach is rooted in four vital human passions: Inspiration, excitement, restoration and prosperity. It appeals to a broad set of travelers and showcases the Emirate’s breadth, from the Louvre Abu Dhabi to star gazing at the Al Wathba fossil dunes. The global “Find Your Pace” campaign aimed at inspiring curiosity for every type of traveler, invites them to escape the hustle and bustle of everyday life and discover their ideal pace amidst the Emirate’s serene surroundings. It’s working. This traveler-focused strategy has driven impressive results, including an 82% boost in awareness and a 75% rise in consideration.   

2. Transform Perceptions and Challenge Old Ideas 

Tourism can be a significant driver of economic growth, generating revenue and creating jobs. By shaping positive perceptions, destinations can attract more visitors, strengthening local economies. For instance, Saudi Arabia’s “Visit Saudi” campaign has challenged global perceptions through stunning imagery and captivating storytelling, presenting the Kingdom’s diverse landscapes, cultural heritage and modern marvels. Through visually striking and compelling narratives, Saudi Arabia has successfully repositioned itself as a must-visit country, welcoming over 100 million tourists in 2023 – a milestone it initially didn’t expect to achieve until 2030.  

3. Personalize Experiences 

As today’s consumers increasingly seek tailored experiences, destinations must move beyond generic marketing. Oman has positioned itself as a haven for intrepid adventurers and luxury seekers, with rugged landscapes and tranquil oases that offer a sanctuary for discerning consumers looking for authentic encounters. While Jordan’s eco-tourism and Morocco’s culinary and scenic offerings attract diverse traveler types. By appealing directly to specific preferences, these brands create authentic, memorable experiences that resonate deeply with visitors. Cultural nuances add depth to these campaigns, helping destinations inspire one-of-a-kind vacations.  

4. Create Emotional Connections 

Emotion lies at the heart of every memorable brand, especially those offering transformative travel experiences. Destinations like Egypt understand they’re marketing emotions, not locations. By repositioning its ancient wonders as symbols of adventure and luxury, Egypt has redefined its appeal.   

The best brands use every sensory opportunity to stoke these emotions with powerful visuals and well-thought-out verbal expressions, evoking powerful feelings of relaxation, awe or excitement to make their destination unforgettable.  

5. Embrace and Respect Local Culture 

Sustainable destination branding must respect and preserve local culture, which is increasingly valued by conscientious travelers. This interest fuels demand for immersive experiences, from visiting local farmers to shopping with native designers. People want to see more than a hotel lobby or the view from a tour bus. They want to know who the local people are, so cultural immersion and local tours remain a top priority. 

To strike the right balance, destination brands need to avoid clichés, celebrate authentic local heritage and emphasize respectful, sensitive marketing. By focusing on authenticity, brands foster meaningful connections, cultivating understanding between visitors and local communities, creating a win-win for travelers and locals alike.  

Today, verbal branding has become a critical strategy that powers everything from the ethos and expression of a brand’s positioning to the defining characteristics of its personality and tone to its advertising, marketing, content, sales and experiences. 

But a confluence of fast-moving forces are disrupting how brands deliver on their promise. As behavioral and attitudinal trends evolve and accelerate, the role and impact of a brand’s verbal identity are evolving too.  

Growth-oriented brands looking to stay ahead will need to adapt their verbal strategies to navigate new — and sometimes seemingly competing — imperatives to maintain relevance, share of voice, ROI, growth and resilience.  

Tension #1: Showing Up Authentically in an Era of Skepticism 

Consumers increasingly want brands to be authentic, share their values, and communicate transparently. Indeed, 86% of consumers say authenticity is crucial when choosing brands to support. And 92% of marketers believe consumers perceive their content as authentic — yet 57% of consumers think less than half of brands actually are authentic. 

It may feel difficult to balance authenticity with credibility; you want to communicate expertise, leadership and your competitive differentiation, which might feel at odds with younger consumers’ preferences for less polished, imperfect and casual content, especially on platforms like TikTok and YouTube. 

At a time when 52% of consumers say they keep authentic brands in mind when considering future purchases, but 20% would unfollow a brand if it appeared inauthentic, getting the balance right is critical.  

Takeaway

It’s not always clear what being authentic means, looks like and requires across the organization at both the macro and the micro level. So, it’s important for stakeholders to work cross-functionally to unpack and define authenticity — is it being more transparent? More relatable? Is it a tonal shift? Operational? — for the brand and customers, along with how you might deliver. 

Macro authenticity might include instituting new ways to support transparency, like codifying a process to stay ahead of and communicate changes, such as price increases, to your audiences. It could mean taking a fresh look at your organization’s values and instituting new behaviors and metrics. Maybe it means operationalizing empathy, such as integrating new social listening and response tools. It could mean updating your marketing plan to include relevant niche micro-influencers instead of major influencers (or using influencers for the first time). 

On the micro level, authenticity might mean softening hard-sell language and hyperbole on your website, updating call center scripts, incorporating short-form video and behind-the-scenes moments, rewriting product descriptions so they read plainly, adding customer testimonials and using a more conversational, approachable or inclusive tone. This can build trust and a willingness to follow, driving engagement, affinity and loyalty.  

Tension #2: Staying Conversant with Language Trends—But Avoiding Trending Language 

As brands strive to be more authentic and accessible through language and tone, it can be tempting to mirror popular slang. The problem is that language changes fluidly—and quickly, driven by social media and today’s digital instant feedback loop. That means it ages just as quickly; what worked two years ago can already feel incredibly out of date, or worse, out of touch. In fact, some reports show language changes happening within a year.  

The rate of linguistic change can make different cohorts feel like they’re speaking entirely different languages at times. For instance, in one report, 30% of Gen X workers said they struggle to understand millennial and Gen Z co-worker slang. Yet brands still need to connect in a way that’s modern and relatable.  

The answer isn’t to brush up on Gen Z or Gen Alpha slang. As Jessi Greiser, an assistant professor of English Linguistics at the University of Tennessee, Knoxville, said in an interview, “One of the death knells for slang is when it shows up in corporate social media. When [brands like Wendy’s are] saying, ‘Come vibe with our Baconator’ — that’s it. It’s over.” 

So, if the solution isn’t to add a bank of slang to your brand book, what should brands do to authentically connect? 

Takeaway 

First, know there’s a difference between how your audiences speak and how they want to be spoken to. In some of our work across media and entertainment, for instance, we found Gen Z content creators want brands to speak to them, not like them, preferring a tone that sits between professional, conversational and encouraging.  

Second, dive into your customer data, social listening tools and key metrics, and/or conduct new research to find the sentiments, attitudes and behaviors behind your audiences’ communication styles. Do the same to surface their communication needs and preferences, then update your tone of voice principles to play in this sweet spot.  

And third, don’t look at your verbal identity as something fixed and static, but rather dynamic, kind of like the “middleware” between the brand strategy and in-market activation. Just like software, it needs regular updates. Create intentional processes and cadences for teams to check in on the verbal brand regularly, say every six months, surfacing insights from digital marketing metrics, A/B copy tests, social listening, customer feedback, focus groups and the like. 

Tension #3: Balancing Performance Strategies with Brand Storytelling 

For the last 20 years, brands have increased their investment in demand or performance marketing and, along with it, focused on metrics like clicks and conversions. While these tactics drive short-term sales and gains, the over-reliance of performance marketing can negatively impact your brand equity, fragmenting the brand, creating an inconsistent experience for consumers and worse, one they don’t necessarily remember when it’s time to make a future purchasing decision. 

As we found in our new research report, “Brand and Demand: Marketing’s Great Love Story,” brand and demand don’t have to compete; instead, growth-oriented brands are doubling down on brand-first performance. That simply means bringing the brand story to performance touchpoints—indeed, delivering a consistent, cohesive story and experience can increase revenue by up to 20%. 

That’s challenged by the afore-mentioned instant digital feedback loop, especially on social and vocal consumers who have increasing ability (and willingness) to shift perception—and profitability—of a brand. It makes consistency an imperative because consistency builds trust, right along with your brand. And for 60% of people, a brand’s most important traits are trustworthiness and transparency. 

Takeaway 

Look to build consistency in brand storytelling across channels and platforms. One of the smartest ways to do this is by creating and codifying a brand voice and messaging strategy that’s modular yet cohesive. This gives both brand and demand teams the structure to stay on-brand, on-voice, on-message and on-strategy, but also the flexibility to adapt the message, story or tone to meet the needs of the specific moment, audience, channel or touchpoint.  

Tension #4: Balancing AI Speed to Market With Differentiation in Market 

Brands want to pump out content at scale, which is why companies of all sizes are experimenting with generative AI. And for good reason: it’s an incredible time-saving resource, especially if used to get ideas going, skim off surface fluff, brainstorm various angles and play with expression.  

The issue is trying to use AI to generate drafts and final content without assiduously evaluating and revising for brand voice, on-strategy messaging and copywriting best practices, such as understanding linguistic psychological triggers and optimizing for conversion.  

What we’re beginning to see as a result of the latter is that large language models (LLMs) are challenging differentiation with generic content that’s threatening to create homogeny at scale. LLMs aren’t thinking or reasoning; they’re guessing which word comes next in a sequence, based on what they’ve been trained on. (And increasingly LLMs are having to train on content they’ve churned out already, leading to worries that it will all devolve into nonsense in a phenomenon called model collapse. But that’s a conversation for another day.)  

Takeaway 

Brands can combat the slide into homogenization by prioritizing specificity and precision in language to differentiate amid the flood of AI content. That means being intentional about surfacing strong and credible proof points, being specific about offers and differentiators, being precise with language to credibly demonstrate value and continually training your LLM on your brand voice. 

It also means balancing productivity with best practice and brand governance, such as retaining a copy director, content manager, managing editor, editorial director or brand creative director of copywriting to manage and evaluate generative AI output. Roles like these can make a significant impact on the quality and effectiveness of content assisted by AI; LLMs can help generate ideas, angles and different modes of expression and your editorial director can then spend their time on more impactful work, such as punching up creativity, elevating tone of voice, devising A/B tests or sharpening copy best practices.