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When individuals considering enterprise see the phrase “unicorn,” corporations like Uber, Airbnb and SpaceX come to thoughts. These manufacturers are continually within the information, and their valuations are astronomical. However for each flashy unicorn startup that turns into a family identify, there are dozens extra that keep comparatively unknown to individuals outdoors their industries.
To raised perceive how individuals take into consideration billion-dollar corporations, McGuffin Inventive Group surveyed 4,000 individuals to find out which unicorns had the very best and lowest model consciousness. Typically, it discovered that corporations with increased valuations had increased model consciousness, however there have been some exceptions to that rule. Juul Labs, for instance, has a $50 billion valuation and 36 p.c model consciousness.
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However among the many manufacturers that scored lower than 10 p.c consciousness, there have been some attention-grabbing takeaways. Individuals who dwell in huge cities, for instance, are more likely to know extra about Sweetgreen and Fowl Rides than the typical American. Magnificence junkies will doubtless be stunned how few individuals knew about Pat McGrath Labs. Right here’s a breakdown of the bottom performers from the examine.
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And what manufacturers carried out the very best? Reddit, Airbnb and Buzzfeed have been the highest three corporations on the listing. Every has a model consciousness of greater than 70 p.c. See the beneath graphic for extra info on the manufacturers that outshone their rivals.
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