Lippincott Reveals Top U.S. Brands for 2025: LEGO, Canva, and Affirm Shine

Lippincott Unveils Its Go-to Brands for 2025

In an exciting announcement from Lippincott, a leading global brand and marketing consultancy, the Go-to Brands 2025 list highlights the top brands in the United States as determined by the insights of over 15,000 American customers. This year's top honors go to LEGO, Canva, and Affirm, each taking home the title of Best in Show in their respective categories. These brands have not only captured the hearts of consumers but have also demonstrated exceptional performance in fostering strong emotional connections and providing tangible progress in consumer experiences.

Understanding the Go-to Brands Framework

The Go-to Brands framework, which was first established in 2019, evaluates brands based on two critical factors: Connection and Progress. Connection refers to the depth of the emotional bond consumers feel towards a brand, while Progress measures how effectively a brand helps customers accomplish their goals. Brands that excel in both areas receive the coveted 'Go-to' status, often enjoying growth rates that are up to five times faster than those of their competitors.

For the 2025 list, Lippincott has added a new metric named Momentum, which highlights brands that customers feel have promising futures ahead of them. This additional dimension provides insight into the vibrancy and sustainability of these brands in the market.

Celebrated Brands on the List

Among the brands recognized this year for their outstanding performance, LEGO was awarded for its unparalleled ability to resonate emotionally across generations. This beloved toy brand continues to nurture creativity and imagination in children and adults alike. Other brands receiving accolades in the Connection category include John Deere, Cadillac, Rivian, Costco, Klarna, and H-E-B.

In the Progress category, Canva was highlighted as the Best in Show for empowering users with its intuitive design tools that simplify creativity for individuals and businesses. Notably, brands like NVIDIA, Amazon, Samsung, Peloton, and Google also received recognition in this segment, signifying their impactful contributions to consumer engagement.

Affirm emerged as the Best in Show in the Momentum category, recognized for its transparent financing options that foster trust and loyalty among consumers. This brand exemplifies how a focus on customer needs can lead to impressive growth and customer retention.

The Go-to Brands of Tomorrow

In addition to the established leaders, Lippincott also shines a light on brands that are on the rise and showing great potential for the future. These emerging contenders, termed the 'Go-to Brands of Tomorrow', include OpenAI, OLIPOP, SoFi, Wegmans, WNBA, and Liquid I.V. These brands may not yet have reached the iconic status of others on the list but exhibit high momentum and consumer admiration.

Insights from Lippincott Leadership

Michael D'Esopo, CEO of Lippincott, remarked, "Go-to Brands are distinctive because they are solely identified by real customers' responses, at scale, to incisive questions that reveal which brands they actively rely on and admit to love. These are the brands customers would miss if they disappeared tomorrow, because they make life better today." He emphasizes the critical role that emotional connection plays in branding and consumer choice.

David Mayer, Senior Partner at Lippincott, elaborated on the importance of the Go-to Brands framework, stating that it empowers marketing leaders to clarify how brands can grow effectively in today’s volatile market. "By understanding the dynamics of emotional connection and real progress, brands can cultivate customer affinity that transcends temporary economic challenges," he added.

Conclusion

The findings from Lippincott's 2025 Go-to Brands list celebrate the brands that resonate most with consumers, underscoring the importance of connection, progress, and momentum in fostering brand loyalty. This comprehensive analysis not only assists brands in navigating economic fluctuations but also highlights the true value of customer choice in shaping brand success.

For a complete list of winners and their accolades, visit Lippincott's official website.