Question 1

What is 25 Brands Unwrapped?

Accepted Answer

25 Brands Unwrapped is an interactive advent calendar that reveals comprehensive brand reputation audits for 25 major global brands throughout December 2025. Each brand analysis is based on surveys of 1,000 synthetic personas derived from U.S. census data.

Question 2

How are the brand audits conducted?

Accepted Answer

We utilize synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands. Each brand is evaluated by 1,000 consumer personas across multiple dimensions including brand perception, trust scores, leadership sentiment, pricing, quality, and competitive positioning.

Question 3

When do new brands unlock?

Accepted Answer

A new brand unlocks each day at 12:30 AM EST throughout December, from December 1st through December 25th, 2025.

Question 4

What data is included in each brand audit?

Accepted Answer

Each brand audit includes: brand perception and word associations, trust scores (0-10 scale), leadership sentiment, CEO perception, pricing and value analysis, quality perception, competitive threats and alternatives, values alignment, and future outlook predictions.