FutureBrand vs Pentagram:Which is more popular?
In September 2026, FutureBrand had more branded searches than Pentagram among brand strategy agencies worldwide. FutureBrand had about 6,600 branded searches, while Pentagram had 2,470. FutureBrand made up 9.2% of all brand strategy agency searches we track, and Pentagram accounted for 3.4%. When we asked ChatGPT and Google AI Overviews about brand strategy agencies, FutureBrand appeared in two of the five answers and Pentagram in one. FutureBrand was mentioned before Pentagram in every answer that named either.
Who do people search for more?
FutureBrand, about 3 searches for every 1 for Pentagram
Who does AI mention more?
FutureBrand, mentioned in 2 of 5 answers, Pentagram in 1
Who does AI recommend more?
FutureBrand, named ahead of Pentagram in 2 of 2 answers
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Top brand strategy agencies in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, FutureBrand was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Pentagram was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. FutureBrand was listed before Pentagram in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Siegel+Gale1st
Wolff Olins2nd
COLLINS3rd
Landor4th
Red Antler5th
Interbrand6th- FutureBrand7th
Pentagram8th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Siegel+Gale4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Red Antler3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- COLLINS3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Landor2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Interbrand2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Wolff Olins2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- FutureBrand2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Pentagram1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about brand strategy agencies
5 answers
Asked ChatGPT
“Which brand strategy agency should I hire?”
Asked ChatGPT
“What are the best brand strategy agencies?”
Asked ChatGPT
“What's the best brand strategy agency for a brand refresh?”
Searched Google, AI Overview
“brand strategy agencies”
Searched Google, AI Overview
“brand positioning agency”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is FutureBrand or Pentagram more popular in search?
This chart shows how often people search Google for FutureBrand and Pentagram by name. Each line represents a brand's share of searches for all nine brand strategy agencies we track, month by month, from English-language searches worldwide.
Share of searches by month for FutureBrand, Pentagram. The figures are in the table below the chart.
View monthly share of searches table
| Month | Landor | Interbrand | Wolff Olins | FutureBrand | Red Antler | Pentagram | Siegel+Gale | COLLINS |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.3% | 21.4% | 14.3% | 9.5% | 7.8% | 3.3% | 3.1% | 1.3% |
| Nov 2025 | 43.1% | 19.2% | 12.8% | 10.4% | 7% | 2.7% | 3% | 1.8% |
| Dec 2025 | 46.4% | 17% | 11.3% | 9.2% | 7.5% | 3.3% | 3.6% | 1.7% |
| Jan 2026 | 43.5% | 15.9% | 15.8% | 8.6% | 7% | 3.9% | 3.8% | 1.6% |
| Feb 2026 | 39.4% | 18.2% | 14.2% | 9.4% | 7.7% | 5% | 4.2% | 1.9% |
| Mar 2026 | 35.8% | 19.9% | 15.8% | 10.5% | 7% | 5.9% | 3.4% | 1.8% |
| Apr 2026 | 36.5% | 16.3% | 13.1% | 19.5% | 5.8% | 4.1% | 3.3% | 1.5% |
| May 2026 | 44.8% | 16.6% | 13.3% | 10.8% | 5.9% | 4.1% | 2.9% | 1.6% |
| Jun 2026 | 46.1% | 17.1% | 13.7% | 9.1% | 6.1% | 3.6% | 2.8% | 1.5% |
| Jul 2026 | 40.9% | 18.5% | 14.8% | 9.8% | 6.6% | 4.4% | 3% | 1.9% |
| Aug 2026 | 42.5% | 19.1% | 12.6% | 10.2% | 6.8% | 3.8% | 3.1% | 1.8% |
| Sep 2026 | 46.4% | 17% | 13.8% | 9.2% | 6.1% | 3.4% | 2.4% | 1.7% |
How has the FutureBrand and Pentagram comparison changed over the last 12 months?
3 findings
- FutureBrand was ahead of Pentagram in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, FutureBrand’s share of searches among brand strategy agencies worldwide moved from 9.5% to 9.2%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
- Across the 12 months ending September 2026, Pentagram’s share of searches among brand strategy agencies worldwide moved from 3.3% to 3.4%, and its estimated monthly branded searches moved from 2.8K to 2.5K.
How did search popularity change for brand strategy agencies worldwide in September 2026?
2 changes
In September 2026, FutureBrand lost share of searches among brand strategy agencies worldwide, from 10.2% to 9.2%.
Estimated monthly branded searches for Pentagram worldwide fell 11.2% over 12 measured months, from 2.8K to 2.5K in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using FutureBrand’s and Pentagram’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
FutureBrand
1 branded search term
- futurebrand
Pentagram
3 branded search terms
- branding pentagram
- pentagram branding agency
- pentagram design agency
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