2016 Brave Business Rankings

The 2016 version of the Brave Rankings seems to have tended towards more large, traditional corporations. A few methodology changes may explain part of that, but it may also have something to do with new leadership and some traditionally strong brands fighting back for leadership in their respective markets.

This year's rankings have included multinationals with a large US presence. As a result Toyota, BMW and Samsung have entered the rankings. In the past we have also only used Fortune 1000 companies but we considered private companies and those that have emerging technologies. As a result we see AirBNB enter the list and just outside the Top 25 was Accenture.

There were also some notable absences from this year's list that were on the 2015 Brave Rankings. Companies such as Chipotle and Whole Foods are the result of their own undoing. Chipotle's issues with E.coli and subsequent attempts to claw back lost market share left them looking less brave. While others are the likely result of methodology change such as Tesla, arguably one the bravest companies on the planet.

​A common theme for this year's rankings are companies that have over a century of history. Procter & Gamble, Levi Strauss, 3M and Johnson & Johnson are just a few in this category. It's not all about the cool startup that became a unicorn and made their founders overnight billionaires. Now, on to the rankings:
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1. 

Google (Alphabet)
While most everyone in the world knows Alphabet by Google, it actually represents more than just a simple internet search. Even the name change to Alphabet is representative of the bravery with which Google...er Alphabet approaches its business.
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2.

Apple
Even though Apple is moving up the list, we can't help but wonder if this is as high as Apple will be on this list without some real innovative technology in the next year. While Tim Cook has been willing to step into difficult social conversations and demonstrate brave leadership in those ways, it feels like they are losing some of their ability to innovate like they did in the past decade.
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3.

Disney
​Disney is new to the list but not new to trying brave things. Their acquisitions of Pixar and Marvel among others have continued to give them assets that they can use across all their properties. They also recently used Pixar management to shake up the traditional animation group and now the traditional Disney group is pumping out bigger hits than Pixar.
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4.

Johnson & Johnson
This new entrant into our list scored highly on the annual lists for trustworthiness, innovation and most admired. J&J is the first of a few in this year's list with a history that started in the 1800's. They are a health innovation machine in an industry that is evolving fast and has seen massive changes in the years J&J has been in business.

5.

Microsoft
​Microsoft moved up the list this year from #22 last year. Microsoft's acquisition of LinkedIn shows they are playing offense once again. CEO Nadella has put the Steve Ballmer era in the rear view mirror and in some segments Microsoft actually is cool again. In their bread & butter enterprise segment they are no longer just throwing their weight around but they are actually innovating again.

6.

IBM
Big Blue appeared in every listing with the exception of Best Workplaces. They received high marks for diversity, and most admired. The surprising rank that helped push IBM into the top ten this year was most innovative. This designation seems questionable to me given how much they have had to play catchup in cloud computing and their affinity to mainframe systems.

7.

Nike
​This is Nike's second year on the list, moving up from #20 last year. They scored on every ranking with the exception of our diversity list. Needless to say, they are well respected, have a strong brand and have been a leader in the sports and leisure market for a few decades now. Despite a new primary competitor in Under Armour they continue to maintain their lead.

8.

Facebook
Facebook appears in the exact same spot as last year's list. Facebook isn't playing defense at anything at this point. Despite having over 1.5 billion active users they are still experiencing tremendous growth. And they are showing no signs of resting with a push for more internet coverage in developing countries.

9.

Amazon
​Sliding down from #4 on last year's list is Amazon. While they may have taken some PR hits for the NY Times and related reporting on their culture, they are a bravery machine. Even products that appear to be losers turn into hits (see Echo). And I have argued that even their culture is a reflection of their bravery - even if I wouldn't want to work there.
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10.

Marriott
The surprise #1 on last year's list slid a bit this year. With their premium locations and great brands they aren't going anywhere soon but AirBNB's entry on this list at #18 is an indicator that they must continue to innovate or find themselves off the list in the future. 

11.

Samsung
The only formidable opponent of Apple in mobile phones they are using their design and technology prowess to push into other consumer segments and are becoming a premier consumer brand. 

12.

Toyota
Toyota would have likely been high on last year's list had we included non-US based businesses in our population. Their quality may have slipped over the past few years but they have a very well run organization. 

13.

BMW
BMW is one of the foreign-based companies that cracked the list this year. Those three letters have stood for luxury and a very well defined brand identity. They appeared in the top 10 for trustworthiness and innovation and placed in the most admired listing.

14.

Netflix
Dropping one spot from thirteen on last year's list, Netflix continues to add content that blows away the traditional networks and incentivizes even more consumers to subscribe to their service. Stranger Things was this past year's breakout hit but they just keep picking winners. 

15.

P&G
Procter continues to look for growth after shedding a large amount of un-performing and non-core brands over the past couple years. But regardless of its growth rate they continue to define a company built to last - after all you don't survive and thrive for almost 200 years unless you have a brave DNA.

16.

Mastercard
Mastercard moves up the list from #23 last year. The way our formula for the brave rankings is built, it is extremely difficult for a financial institution to make the list (the regulatory environment is a key reason). However, Mastercard and its payment network counterpart at #23 are more technology companies than financial institutions and their culture reflects that.

17.

3M
3M didn't score near the top of any of the lists but were just solid, consistent performers. Two adjectives that have come to represent this brave culture. How many different businesses can you innovate in, yet 3M finds a way to take innovation to many industries and touch many lives in the process.
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18.

AirBNB
One of a few companies that have come to define the new 'sharing economy', AirBNB now has a valuation larger than that of Marriott (listed at #10 above).  AirBNB isn't without its controversy (see racism concerns) and how it handles these and other emerging concerns as it grows and eventually becomes public will determine if it has staying power on this list.

19.

Colgate-Palmolive
Diversity (including a spot on best companies for working mothers) and innovation are the primary drivers behind Colgate's spot on this year's list. The fact that they are a consumer products business without the burdensome regulation of some of the other industries helps them achieve a spot at #19.

20.

Kellogg
Kellogg is a newcomer to the list. Similar to Colgate-Palmolive above they scored highly in diversity and innovation. Being a consumer products company with a solid brand reputation doesn't hurt either.
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21.

Salesforce
This is a fall from #6 on 2015's list but they are still pushing the boundaries of what it means to provide cloud based solutions to the enterprise. Most of this push is through acquisitions (12 in the past year) and there are new upstarts such as Slack pushing into its turf and Microsoft's acquisition of LinkedIn makes them a stronger competitor.

22.

​Levi Strauss
Entrepreneur magazine says it best about this new entrant into the list, "The cultural resonance of Levi’s has withstood the ups and downs of the economy, fashion trends and the business itself. Even more than its products, the Levi’s brand was built to last. 
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23.

Visa
Visa followed their payment processing competitor onto the list for the first time this year. Similar to our comments about Mastercard they are more technology company than financial services business. They continue to innovate and build a strong brand and they appear on most every great organizational list.
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24.

Intel
While most businesses associated or largely reliant on the PC industry has taken massive hits over the past decade, Intel continues to innovate and find ways to put their products in anything imaginable. Just as the PC wave began to fall they became integral to the success of Apple products and the beat rolled on. The brave Intel culture clearly had a role in their continued success.
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25.

HP
This is probably the one company that was most surprising for us as they have experienced a lot of turmoil over the past decade. Multiple failed CEO's, questionable strategic moves and regular periods of shedding businesses and downsizing. These moves all typically lead to a fear-based culture but they continue to rank in most of the key lists that represent the characteristics of a brave organization.