“Home Depot was up against Lowe’s, Menards, Ace Hardware, and True Value—all respectable names in home improvement—but the brand’s dominance in the category is undeniable. Home Depot is the go-to for pros and DIYers alike. When consumers think about where to go for home projects, it’s Home Depot. That kind of top-of-mind awareness is tough to beat,” Friend explained.

Unilever also faced another challenge. “They’ve got incredible products—Dove, Ben & Jerry’s, Hellmann’s—but the master brand doesn’t show up in the same way. People love the items—not necessarily the company behind them,” Friend explained.

As we look ahead to the Elite 8, Friend’s eyes are on two key matchups: “Capital One vs. Coca-Cola is the classic No. 1 vs. No. 1. But TurboTax is lurking. It’s tax season, and they own that space. That’s a sneaky advantage.”

He’s also watching Great Clips. “They’re not flashy, but they’re reliable. Affordable, convenient, and everywhere. That’s how upsets happen.”

The updated bracket is live, and full scorecards for eliminated brands are available. Round Two tips off now—and with it, the race to the Final Four.