The second annual Most Connected Brand study offers the opportunity to measure which brands are on the way up and which are on the way down.

When viewing the biggest movers on our list, the most common characteristic is that there is no common characteristic.

Hypotheses that we would see a tech wave as Silicon Valley brands dominate or a purging of traditional high street brands haven’t come to pass. As a matter of fact, the brands with most momentum on our list straddle entertainment services, FMCG and even the much-maligned retail sector.

What this shows is that connection isn’t inherent to any individual sector but a unique bond between the individual and the brand.

The diversity in the list of brands with momentum was encouraging, not just in terms of sectors but also in the very different ways each brand forges a connection with consumers.