Brand classifications: Comfort, Transactional, Enabling, Go-To
(Compound annual growth rate in U.S. revenue for 5-years from 2014-18)
1Connection represents T2B% for users on “I love this brand”
2Progress represents T2B% for users on “This brand helps me do things I could never do before”
Note: CAGR represents average compound U.S. revenue growth among 87 total brands with publicly available financial data within each quadrant; excludes 19 technology brands, Uber, and Lyft given volatility