This post was created in partnership with Nativo.
After a fierce semifinal round, only two brands are left standing in this year’s March Brandness tournament, powered by Nativo’s Brand Rank.
Advancing to the Finals:
Eliminated:
Over 1,000 U.S. shoppers weighed in again, pushing two powerhouse brands into the spotlight—and sending two others home despite strong performances.
Greg Friend, vp of strategy & innovation at Nativo, breaks down what happened, why it happened, and what these results tells us about how people buy.
“TurboTax slips in the clutch while Coca-Cola coasts to the win.”
TurboTax has seasonal strength. They’re top of mind during tax season, with massive brand recall and a clear value proposition. But sometimes, that’s not enough to close.
“This round came down to a head-to-head between occasional urgency and daily relevance,” Friend said. “TurboTax is strong for a few weeks a year, but Coca-Cola is an always-on brand. That matters in a tournament like this, where shoppers are thinking in terms of ongoing preference.”
He added that Coca-Cola’s ability to maintain both nostalgia and novelty played a role. “Coke has decades of emotional equity, but they also stay current with new flavors, packaging, and pop culture tie-ins. That balance gave them the edge.”
In the end, Coca-Cola didn’t have to swing big. They just had to show up, and shoppers stuck with what they knew.
“Home Depot powers past Great Clips with pure category dominance.”
Great Clips had a good run. They knocked out Geico in the quarterfinals and brought a strong case to the Final Four—affordable, low-effort, high-frequency service. But then they ran into a brand that commands its category.
“Home Depot is just a force right now,” Friend said. “Great Clips is consistent and convenient, but Home Depot’s role in people’s lives is broader and more deeply ingrained. When people need something big, something essential, they turn to Home Depot without hesitation.”
And that instinctive pull matters when shoppers are asked to make a choice.
“Haircuts are routine. Home projects feel more important—and that makes the brand connection stronger,” he said. “Home Depot earned the win through trust, usefulness, and a kind of cultural embeddedness that’s tough to beat.”
The Finals Are Set: Coca-Cola vs. Home Depot
It’s an emotional icon against a practical powerhouse. Everyday indulgence meets essential utility.
Shoppers are making the final call, and soon, one brand will win the March Brandness crown.
