The document discusses influential brands and influence measurement. It finds that brand influence is made up of four pillars: commercial, societal, audience, and outward influence. The top drivers of influence in the UK are found to be positive, inspirational, trustworthy, having unique and interesting things to say. The top ten most influential UK brands are listed, with the #1 brand having an influence score of 58.3. Data from surveys in three markets show that more influential brands also tend to have greater customer loyalty. The document concludes with three rules for brands to be influential: understand the different influence pillars, demonstrate being positive, trustworthy and inspirational, and understand key influence drivers in their category.