These young brands are already finding solid footing with their fans

"For the five companies recognized as 2025 Brands That Matter honorees in the on the rise category, in four years or less they have managed to do both those things with aplomb. Whether it's Unrivaled's unique NIL and athletic proposition for WNBA athletes, Scarlett Gasque's ability to tap into underserved shoppers, or Alan-1's efforts to give the arcade game an upgrade for avid players, these brands have proven their strengths."

"Alan-1 creates arcade and video game products inspired by the 1980s. In the past year, the company has brought back more modern versions of nostalgic games like Asteroids, Berzerk, and Missile Command through a partnership with Atari. In 2024, the company generated $2.1 million in arcade sales by placing them in Disney World and Dave and Buster's locations."

"Mass fragrance brand Fine'ry has made a name selling dupes for popular fragrances at a fraction of their price at retailers including Target. To tailor its appeal to customers, the company closely tracks the scents consumers want on social media and creates fragrances quickly based on that data. For example, over the summer, amid the rise of pistachio as a color and flavor, the brand released Pistachio Please, a scent with pistachio and vanilla notes."

Early-stage brand building requires identifying an audience, demonstrating utility, and forging connections that drive growth. In four years or less, five emerging brands achieved strong audience connection through targeted propositions and execution. Alan-1 revived 1980s arcade nostalgia with Atari partnerships, $2.1 million in 2024 arcade sales via Disney World and Dave and Buster's placements, and digital engagement through YouTube teasers and Discord. Fine'ry sells affordable fragrance dupes, rapidly launches scents informed by social listening (example: Pistachio Please), uses generative AI for bold campaign imagery, and stages immersive pop-ups to let fans experience scents. Other honorees leveraged NIL strategies and underserved shopper focus to win consumers.

Read at Fast Company