Five Brands to Watch That Might Surprise You in 2025

Allen Adamson, Co-founder and Managing Partner at Metaforce, and author of the recent book, “Seeing The How” has this to say about the “5 Brands to Watch That Might Surprise You in 2025”

Roku: Timing is Everything in Biz

As the Switzerland of streaming in a world of accelerating cable cutting, Roku’s neutrality is becoming its superpower. While streaming giants battle for supremacy, Roku wins by being everyone’s friend – giving them unprecedented access to viewer data and advertising opportunities. Their platform independence means they benefit from streaming growth regardless of which services win or lose, making them the trusted gateway to the streaming universe.

Peloton: The Comeback Story

After overextending during the pandemic boom, Peloton is digging out through a game-changing brand partnership with the powerhouse Lululemon Brand.This brand partnership is turbocharging Peloton’s community, creating a premium lifestyle ecosystem.

Peloton is writing a new chapter in its brand story by focusing on its core strength in community and content while leveraging Lululemon’s brand buzz and retail presence to connect with the ” right” future Peloton users. 

The Gap: The Phoenix Rising

As competitors like Kohl’s and Target struggle with their brands and businesses, Gap finds its footing by sucking up those customers. In addition, a strategic designer collaboration with Zac Posen is being used to inject fresh energy into the brand’s American-style heritage. Their efforts to rebuild the Gap brand may finally be paying off as market gaps emerge.

Rivian: The Anti-Tesla

While Tesla battles brand fatigue and polarizing Musk controversies, Rivian is emerging as the thoughtful, adventure-focused alternative in the EV space. Rivian has strategically positioned its brand by emphasizing unique vehicle designs and targeting niche markets, differentiating itself from Tesla’s broader approach. This strategy has allowed Rivian to carve out a distinct identity in the EV market, appealing to consumers interested in sustainability and adventure.

Spotify: The Culture Curator

Moving beyond simple music streaming, Spotify is becoming the cultural hub for Gen Z through AI innovation and deep personalization. Their AI Playlist feature is just the beginning – they’re positioning themselves as the platform that truly understands what you like and why you want it. This emotional connection with users sets them apart in an increasingly crowded audio space.

Source: Allen Adamson

  Allen Adamson, Seeing The how