An index for brands that refuse to risk their soul.

The Soulscale Index is an editorial index that evaluates the world's 100 most valuable brands by a single, unforgiving question: did they keep their soul as they scaled? Where Interbrand ranks brands by financial value, we rank them by what that value cost — in conviction, in craft, and in character.

Every brand is scored across three dimensions. Conviction measures whether a brand still thinks for itself or has borrowed its beliefs from the category. Craft measures whether the making stayed uncompromised at scale or was engineered down for margin. Character measures whether the brand holds the line when integrity is expensive. The composite places each brand on one of three archetypes: Soulful, Soulstrained, or Soulless.

The index is for founders, brand and marketing leaders, operators, and investors who refuse to accept that growth must cost a brand its identity. It is a working argument that scale and soul are not opposites — and a scoreboard for the brands proving it, alongside a tool that lets any founder run their own brand through the same framework as the icons.

The 2026 edition is benchmarked against the Interbrand Top 100, with editorial scoring grounded in each brand's founding mission, its trajectory through scale, and the gap between what it claims and what its market actually experiences. The Soulscale Index is built and published by Born Good, an independent strategy practice that helps brands scale without losing their soul.