Posted by Sheila Shayon on December 6, 2013 06:03 PM
Amazon remains on top of ForeSee's Experience Index, which forms a comprehensive picture of customer experience across the 100 best global brands across seven industries, as ranked by Interbrand. in four key consumer categories, Satisfaction, Retention, Upsell and Recommend,
Amazon, which ranked highest in Satisfaction, Retention, Upsell and Recommend, leads its biggest competitor, Walmart, by 15 points.
Predictive of business success, the report features data for American Express, Apple, Amazon, Coca-Cola, Cisco, Facebook, Gillette, Honda, Google, Microsoft, Morgan Stanley, Oracle and more.
Top findings include:Continue reading...
Posted by Paula Oliveira on November 29, 2013 02:02 PM
One year ago, speakers at the Sustainable Brands Conference in London focused on three key themes: unified vision, collaboration and simplicity. In 2013, many speakers addressed the same themes once more. Does that mean nothing has changed? Or have we lost our imagination?
In fact, things have changed. Fewer business professionals question nowadays if sustainability (or triple bottom line, social responsibility, corporate citizenship, or whatever you want to call it) is good for business, and it is now more intrinsically linked to business strategy. More sustainability advocates are capable of proving with strong business cases that the investment pays off.
For instance, UK retailer Marks & Spencer says in its annual report that the net benefit generated by Plan A (M&S’s commitment to sustainable business) was £135 million, an increase of 29 percent over the previous year, and during the conference, Adam Elman, M&S Global Head of Delivery, said Plan A has delivered 193 percent return on investment. Not bad, is it?
Another example is Kering (formerly PPR, owner of brands such as Gucci and Puma), which pioneered a methodology to value the ‘ecosystem services’ it uses to produce Puma’s sports shoes and clothes. But it's not all about costs: “At Kering, sustainability is seen as an opportunity. Sustainability creates value and stimulates innovation," said Marie-Claire Daveu, the company's Chief Sustainability Officer, who joined the business due to its CEO’s strong commitment to sustainability. “Leadership commitment is everything in this area."Continue reading...
Posted by Sheila Shayon on November 12, 2013 12:13 PM
Dutch technology brand Philips is set to reveal its new brand identity on Nov. 13—but not without a little help from its friends.
The #40 Best Global Brand is engaging fans with a sneak peek: a teaser social media campaign that allows anyone to "claim" one of 50,000 pixels in an image of the new logo by signing in with Facebook or Twitter and using the hashtag #UncoverPhilips.
The evolving image lives on an Uncover Philips microsite, in English or Dutch, where so far more than 18 percent of the image has been revealed with users from The Netherlands, US, India and elsewhere claiming more 9,000 pixels so far.Continue reading...
Posted by Brandchannel Staff on November 11, 2013 05:12 PM
Brandchannel is a proud media sponsor of Sustainable Brands London 2013, taking place Nov. 18-19. The following is a guest post from Paula Oliveira, director of brand valuation and analytics for Interbrand London, who will once again be participating in the conference. Follow her on Twitter at @PaulaOliveiraBV and follow the conversations at #SBLondon
This time next week, brand leaders will once again convene at Sustainable Brands London to discuss, debate, analyze and leverage the role of brands in creating a better future for all. Guided by the insights of MC Jo Confino, editorial director of The Guardian's Sustainable Business channel, the program this year will have a great focus on sustainable innovation.
As noted in our white paper on sustainable innovation, we here at Interbrand firmly believe that sustainability should not be an add-on to business strategy. Rather, it should be part of it, so embedded in the way you do business that you cannot separate one from the other. We've also learned that consumers will not buy your products or services "just" because they are sustainable. Products and services exist to address a need, and if the table stakes are not there, consumers might like you for your values, but they will not spend their money with you.Continue reading...
Posted by Barry Silverstein on October 23, 2013 04:41 PM
The brand graveyard is littered with those that have lost their way, primarily because they try to change who they are and what they stand for. As any brand marketer knows, it is exceedingly difficult to change the perception of an established brand.
Coach is a good example of that difficulty. Once renowned for its leather goods, the luxury brand has made a concerted effort this year to reinvent itself as a lifestyle brand with broader appeal beyond its signature wallets and handbags. The company has introduced an array of products, including footwear, women's apparel, jewelry, sunglasses, and watches. In an attempt to gain the attention of men, Coach even brought to market a luxury baseball glove with accompanying bat in July. (The bat has since been discontinued.) That gambit, at least, seems to be paying off, as sales of men's accessories—bags, driving gloves, and even alligator-wrapped flasks—have increased by 25 percent, according to Bloomberg Businessweek.
Unfortunately, the men's line has been about the only bright spot for the company. North America same-store sales dropped nearly 7 percent in the three months to September 28, and the company said to expect a similar skid through the end of the fiscal year, which closes in June 2014. Ironically, Coach continues to move its discounted handbags at its outlet stores, which account for 60 percent of North American sales (double the sales from seven years ago), according to Quartz. Of course, that simply reinforces the fact that Coach is really a one-product brand.Continue reading...
Posted by Mark J. Miller on October 15, 2013 05:57 PM
Iberia Airlines, which merged with British Airways in 2010, has kept its national pride intact as the airliner carries out a rebrand across its fleet and service.
The airline worked with leading brand consultancy Interbrand on its new visual identity and brand experience, including a new livery design that makes greater use of Spain's national colors, red and yellow. Its iconic crown remains on the tail, but moves to a smaller location on the fuselage.
Its new logo features a bold 'Iberia' typeface and a new symbol that's reflective of the old 'IB' logo. The new look will officially debut through mid-November, but the extent of the rebrand goes far beyond a paint job.Continue reading...
what girls want
Posted by Dale Buss on October 15, 2013 01:47 PM
No doubt Girl Scouts of the USA and other longtime organizations for kids have been hit hard by societal and cultural trends including the lure of other afterschool activities, a generational de-emphasis of some traditional community touchpoints, and a dwindling availability of stay-at-home parental volunteers.
Now the Girl Scouts are leveraging at least one of those same factors—social media—to attempt to turn the tables on a recent decline in new members and "troop" leaders with a new advertising campaign under the tag line, "I can't wait to ..."
Leading brand consultancy (and brandchannel parent) Interbrand re-imagined the brand's iconic Girl Scout Trefoil symbol and used it as the visual starting point for the new campaign by transforming it into a dynamic "Kaleidoscope" storytelling device that serves as a metaphor for the ever-changing experiences girls can have in the Scouts, according to a press release.Continue reading...
Posted by Adeline Chong on October 8, 2013 06:36 PM
Imagine a shipping container painted bright red, with a solar panel on its roof, in the middle of a rural road. The red is a familiar one. It is the famed Pantone hue that accompanies Coca-Cola cans around the world. And suddenly, that bright red block on the side of the road doesn't look so out of place.
Coca-Cola has just opened its first Ekocenter kiosk in Heidelberg, South Africa. The makeshift refreshment centers are in fact revolutionary water distillery systems designed by Segway inventor Dean Kamen, and are capable of providing up to 850 liters of clean drinking water per day. In communities which lack access to drinking water, the Ekocenter will appear on the horizon like a mirage in a desert, except that it is very real. Coca-Cola said that one more Ekocenter will open in another location this year.
The plan is to have 150 Ekocenters in remote areas in 20 countries in Africa, Asia, Latin America and North America by the end of 2015, with a pledge to give back the amount of water used in its products by 2020, which is a lot, since the company used 156 billion liters of water in its finished products in 2012 alone.Continue reading...