What Goes into Developing a Brand?
The BrandZ Top 100 Most Valuable Global Brands 2013 report showcases the most valued brands from diverse categories. There are some common features that illustrate how marketers can build brands that motivate.
Be meaningfully different:
The brand guidance framework developed by Millward Brown states the next generation marketers need to develop meaning, differentiate themselves and create salience to create a successful brand.
The report notes that consumers will stay loyal if they feel they are getting the best. Brands that anticipate and meet consumers' needs before they even begin to realize them appeal the most. They are ahead of competitors and set the pace by foreseeing the changing ecosystem. These brands drive current and future sales. Apple tops the chart as it perfectly represents a "meaningfully different" brand.
Be in sync with what's trending:
One thing that every brand fears the most is the loss of relevance. IBM's "Smarter Planet" reinvention is in sync with today's audience. Coca Cola's "Happiness Campaign" is another example of a brand that has remained relevant. Continued evolution is essential to be in tune with changing aspirations and priorities of consumers.
To be able to effectively modify your value proposition, you could partner with others. For example, in 2012, the Integrated Solutions and National Automotive Team at the Toronto Star had the opportunity to work with Nissan Canada and its agencies (OMD and TBWA) to develop an innovative advertising program. Common themes were developed for content, consistent technology was used for augmented reality and timing was coordinated across newspapers and out-of-home to achieve maximum impact. The award-winning results illustrate how newspapers can integrate both print and digital to deliver maximum returns for advertisers' brand building initiatives.