As COVID becomes referred to more in the past tense, we will see consumers looking to break out of the quaran-routines (excuse punnage) and look for excitement. They will look to brands who deliver a daring and exciting spirit.

From BrandZ we modelled brands that have personality traits of adventurous, brave, creative, rebellious and fun, alongside the attributes of shaking things up , standing for something unique, having a distinct look and feel as well as leading the way.

While Chinese brands took 7 of the 10 top spots for Care, they only take up 4/10 in Dare.

The top spots are rich with technology brands (Apple, Douyin (ByteDance), Pinduoduo and Huawei), with strong performance in cutting edge traits.

We also see automotive playing a distinct role with Tesla (could also be considered above too!) Porsche AG and Masserati Autocenter scoring high on the Dare scale.

One of my favourite inclusions: Red Bull. Still maintaining its' daring spirit even in China!

How can you be more daring? How daring is your brand? Who can you partner with to deliver Dare? Enquire within.