Ah, the holidays – a time for reflection, gratitude, and, let’s be honest, a little judgment.
As we deck the halls, let’s take a look at which brands are getting a shiny gold star for their efforts this year and which ones are getting coal in their stockings.
Spoiler alert: there are some lessons we can all learn from both.
Nice List: Brands That Sleighed in 2024
1. Patagonia
Patagonia’s commitment to saving the planet is the gift that keeps on giving. From donating profits to advocating for sustainability, this brand makes shopping feel like activism. They’ve proven that purpose-driven branding isn’t just good for the planet – it’s great for customer loyalty.
2. Liquid Death
Who knew water could be so cool? Liquid Death’s irreverent, punk-rock branding turned something as boring as hydration into a lifestyle statement. If you can make water edgy, your brand can make anything stand out.
3. Barbie (Mattel)
The Barbie movie wasn’t just a cinematic hit in 2023; it was a cultural phenomenon. By blending nostalgia with modern storytelling, Mattel proved that reinvention works when you honor your roots while keeping things fresh. And they’re still riding that wave all the way through 2024. Beach!
4. Fenty Beauty
Inclusivity isn’t just a buzzword for Fenty – it’s the foundation of their brand. With trendsetting launches that cater to everyone, Rihanna’s beauty empire showed us that meeting real customer needs isn’t a trend; it’s a standard.
5. Duolingo
Language learning has never been this fun – or this sassy. Duolingo’s unfiltered, meme-worthy social media presence made even the grumpiest of us want to learn Spanish. Their secret? They meet their audience where they are, with humor and authenticity.
6. LEGO
LEGO continues to build more than toys – they’re building a legacy. From fan-designed sets to nostalgic collaborations, they’ve mastered the art of co-creation. Letting your audience take part in your brand? That’s the kind of loyalty money can’t buy.
7. Airbnb
Post-pandemic travel hit different, and Airbnb was ready. By leaning into personalized, meaningful travel experiences, they showed that listening to your audience and adapting is the ultimate strategy.
8. Glossier
When DTC alone wasn’t cutting it, Glossier expanded into retail without losing their minimalist, cool-girl vibes. Their pivot reminded us that evolving your brand doesn’t mean abandoning your essence.
9. Costco
Costco proved once again that value and trust are timeless. While inflation had the world stressing out, they stayed steady, offering bulk deals and the iconic $1.50 hot dog combo. Consistency is king.
10. Hinge
Hinge nailed the dating app game with its clever tagline, “Designed to Be Deleted.” By focusing on real connections instead of endless swiping, they proved that selling transformation is far more compelling than just selling a product.
Naughty List: Brands That Couldn’t Keep It Together in 2024
1. Twitter/X
The rebrand to X was bold, sure – but also baffling. What is X? A treasure map? A bad tattoo? The confusion alienated users and made everyone miss the bird. Rebranding rule #1: Be bold, but also make sense.
2. Bud Light
Bud Light fumbled the influencer controversy by trying to please everyone – and pleasing no one. Instead of standing by their choices, they waffled, proving that hesitation is the quickest way to lose trust.
3. Shein
Fast fashion’s poster child faced continued backlash for its unethical practices, making every new marketing campaign feel hollow. People care about how things are made, even if they’re only $5.
4. Balenciaga
Balenciaga’s PR recovery from last year’s scandal was slower than a holiday shipping delay. By not addressing the fallout with enough urgency, they showed how lingering mistakes can haunt even the most high-end brands.
5. Peloton
The pandemic darling couldn’t pedal fast enough to keep up with shifting fitness trends. With slow innovation and a tired brand narrative, Peloton reminded us that hype can only carry you so far.
6. Subway
Subway’s rebrand and menu updates felt more like reheated leftovers than a fresh start. If you’re going to rebrand, it has to wow – not just rearrange stale ingredients.
7. Netflix
Netflix’s password-sharing crackdown alienated loyal customers, making them feel punished instead of valued. If you need to tighten the purse strings, find a way that doesn’t make people cancel their subscriptions.
8. Meta
The Metaverse push remains a flop, with ROI as elusive as Bigfoot. If your audience is collectively saying, “Why does this exist?” it might be time to rethink your priorities.
9. FTX
Still the poster child for crypto collapse, FTX’s reputation is beyond salvaging. They reminded everyone that trust is a brand’s most valuable currency – and without it, you’re toast.
10. Tiffany & Co.
Tiffany’s high-fashion pivot felt more midlife crisis than strategic evolution. If your brand has a legacy, don’t ditch it for fleeting trends. Your audience loves you for what you are.
Has Your Brand Been Naughty or Nice?
The best brands of 2024 inspired trust, connection, and excitement. The ones that stumbled? They lost touch with their audience or forgot the golden rule of branding: clarity and authenticity always win.
So, where does your brand stand as we head into 2025? If you’re ready to go from “meh” to “magnificent,” maybe it’s time for a little rebrand magic. (Hint: We can help with that.)
Which brands would you add to the list? Let us know in the comments – and may your brand stay firmly on the Nice List next year!
