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1、BUILDINGBRANDSTHATATTRACT+ENGAGEFANSHowCulturallyConnectedBrandsStayValued,RealandRelevantWithConsumersSTRATEGICBRIEFJULY2016BUILDINGBRANDSTHATATTRACT+ENGAGEFANSSTRATEGICBRIEFCONTENTS3Introduction4KeyFindings6BrandPerspectives13BenchmarkingBrandPerformance14AbouttheBook14Abo
2、uttheCMOCouncil14AboutFreshSqueezedIdeas©CopyrightCMOCouncil.AllRightsReserved.20162BUILDINGBRANDSTHATATTRACT+ENGAGEFANSSTRATEGICBRIEFINTRODUCTIONHowdoconsumerbrandsstayrelevant,authenticanddifferentiatedinarapidlyevolvingandculturallycomplexglobalmarket?With195countriesand6
3、,500languagesaroundtheworld,thechallengeisdauntingasbrandsseeknewmethodsandmotivatorstoconnectandengagewithaudiencesthroughsocial,mobile,experiential,digitaladvertisingandeCommercechannels.The2016BrandZrankingoftheTop100MostValuableGlobalBrands,recentlyreleasedbyWPPandKantar
4、’sMillwardBrown,showsthatbrandsthatinnovateandshowcasetheirinnovationstoconsumersthroughthebrandexperienceachievedstandoutgrowth.AmongthetopperformerswereGoogle,AmazonandFacebook.Accordingtoreportauthors,disruptionwasthedominanttrend,withbrandsofallkindsmovingtobuildamulti-f
5、acetedecosystemaroundtheconsumer’sneedsanddesires,oftenbydiversifyingintonew2016BrandZTop100GlobalBrandsreportcategories.“It’sinterestingtonotethesuccessesdrivenbymanyofthebrandsleadingininnovationanddisruptingtheconventionalwaysofdoingbusiness,therebytranscendingtheircatego
6、ryandreinventingthemselvesintheprocess.Essentially,theyareusingaformofculturalstrategytostandoutonanemotionallevel,”notesBartMichels,CEOofAddedValueGroupandHeadofKantarConsultingU.K.“Weknowthattosustainfuturegrowth,brandsneedtobeseenasimprovingthelifeoftheconsumerinarelevant
7、way.Inanultra-competitivelandscape,theymustearneverypieceofequityfromeachmomentofcontactwithconsumers,aswellasaddvaluetothenetworktheyareapartof.”Underscoringthis,AddedValue’sculture-centricauditofbigglobalbrandsshowshowbrandsaregainingorlosing“VIBE”basedonthedegreetowhichth
8、eyareviewedasVisionary,Inspiring,BoldandExciting.Accordingtothelateststudy,