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1、BUILDINGBRANDSTHATATTRACT+ENGAGEFANSHowCulturallyConnectedBrandsStayValued,RealandRelevantWithConsumersSTRATEGICBRIEF
2、JULY2016BUILDINGBRANDSTHATATTRACT+ENGAGEFANS
3、STRATEGICBRIEFCONTENTS3Introduction4KeyFindings6BrandPerspectives13BenchmarkingBrandPerformance14AbouttheBook14AbouttheCMOCo
4、uncil14AboutFreshSqueezedIdeas©CopyrightCMOCouncil.AllRightsReserved.20162BUILDINGBRANDSTHATATTRACT+ENGAGEFANS
5、STRATEGICBRIEFINTRODUCTIONHowdoconsumerbrandsstayrelevant,authenticanddifferentiatedinarapidlyevolvingandculturallycomplexglobalmarket?With195countriesand6,500languagesaroundth
6、eworld,thechallengeisdauntingasbrandsseeknewmethodsandmotivatorstoconnectandengagewithaudiencesthroughsocial,mobile,experiential,digitaladvertisingandeCommercechannels.The2016BrandZrankingoftheTop100MostValuableGlobalBrands,recentlyreleasedbyWPPandKantar’sMillwardBrown,showsthatbrandsth
7、atinnovateandshowcasetheirinnovationstoconsumersthroughthebrandexperienceachievedstandoutgrowth.AmongthetopperformerswereGoogle,AmazonandFacebook.Accordingtoreportauthors,disruptionwasthedominanttrend,withbrandsofallkindsmovingtobuildamulti-facetedecosystemaroundtheconsumer’sneedsanddes
8、ires,oftenbydiversifyingintonew2016BrandZTop100GlobalBrandsreportcategories.“It’sinterestingtonotethesuccessesdrivenbymanyofthebrandsleadingininnovationanddisruptingtheconventionalwaysofdoingbusiness,therebytranscendingtheircategoryandreinventingthemselvesintheprocess.Essentially,theyar
9、eusingaformofculturalstrategytostandoutonanemotionallevel,”notesBartMichels,CEOofAddedValueGroupandHeadofKantarConsultingU.K.“Weknowthattosustainfuturegrowth,brandsneedtobeseenasimprovingthelifeoftheconsumerinarelevantway.Inanultra-competitivelandscape,theymustearneverypieceofequityfrom
10、eachmomentofcontactwithconsumers,aswellasaddvaluetothenetworktheyareapartof.”Underscoringthis,AddedValue’sculture-centricauditofbigglobalbrandsshowshowbrandsaregainingorlosing“VIBE”basedonthedegreetowhichtheyareviewedasVisionary,Inspiring,BoldandExciting.Accordingtothelateststu
