LimitlessE Branding Blog
rendering the competition irrelevantBest Global Brands of 2012
In 2012, Coca-Cola was back on top again. Here are the top 1o Global brands:
1. Coca-Cola
2. Apple
3. IBM
4. Google
5. Microsoft
6. GE
7. McDonald’s
8. Intel
9. Samsung
10, Toyota
See the full list here: http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx
Branding Beyond Crisis
Many branding efforts are driven with the expectation of success and a general goodwill towards the brand. Unless the brand is a political campaign, many brands fail to plan for times when the general message and identity of the brand fails. “Living with a strategic disconnect at the core of the brand may be possible in good times, but weaknesses are magnified when faced with a disaster.” Read more about BP’s brand crisis here.
Another good read is Karen Post’s book, Brand Turnaround: How Brands Go Bad and Return to Glory.
Lesson learned here…Always have a backup plan!
Personal Branding – Real or Hogwash?
The concept of personal branding became really popular with Tom Peter’s 1997 article in Fast Company magazine called, “Brand Called You.” Since then countless books, seminars and workshops have been popping up everywhere. Many have questioned whether the concept of personal branding is just a passing fad.
Carlos Mandelbaum made this video that’s somewhat a spoof of the whole concept:
But when all is said and done, while the term ‘personal branding’ may be relatively new, the concept has been around quite a while. Here’s an excerpt from Tom Peter’s original article:
“It’s a new brand world. That cross-trainer you’re wearing — one look at the distinctive swoosh on the side tells everyone who’s got you branded. That coffee travel mug you’re carrying — ah, you’re a Starbucks woman!
Your T-shirt with the distinctive Champion “C” on the sleeve, the blue jeans with the prominent Levi’s rivets, the watch with the hey-this-certifies-I-made-it icon on the face, your fountain pen with the maker’s symbol crafted into the end.
You’re branded, branded, branded, branded.
It’s time for me — and you — to take a lesson from the big brands, a lesson that’s true for anyone who’s interested in what it takes to stand out and prosper in the new world of work.
Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You……
It’s this simple: You are a brand. You are in charge of your brand. There is no single path to success. And there is no one right way to create the brand called You. Except this: Start today. Or else.”
Read the entire article here: http://www.fastcompany.com/magazine/10/brandyou.html
Best Global Brands 2011
This year Interbrand’s published a list of top green brands based on a methodology that included environmental sustainability. Here are the Best Global GREEN Brands for 2011:
- Toyota
- 3M
- Siemens
- Johnson & Johnson
- HP
- VW
- Honda
- Dell
- Cisco
- Panasonic
Read the full report here: http://www.interbrand.com/en/best-global-brands/Best-Global-Green-Brands/2011-Report.aspx
In many ways, Interbrand’s 2011 Best Retail Brands study – a survey of retail brands’ performance in 2010 – can be read as a progress report on the gradual global economic recovery. While the already-immediate impact of recent crises reveal just how fragile this climb back up is, our report shows true and measurable signs of optimism.
Interbrand’s report has identified three emerging trends for 2011:
- Customer’s demand for a more seamless retail experience.
- The need for human touch in all interactions.
- An increasingly interrelated global retail market.
Here are the Best US RETAIL Brands for 2011:
- Wal-mart
- Target
- The Home Depot
- Best Buy
- CVS
- Walgreens
- Sam’s
- Coach
- Amazon.com
- Dell
Read the full report here: http://www.interbrand.com/en/BestRetailBrands/2011.aspx
Best Global Brands of 2010
The Best Global Brands of 2010 
- Coca-Cola
- IBM 64,727 ($m)
- Microsoft
- GE
- McDonald’s
- Intel
- Nokia
- Disney
- Hewlett-Packard
Coca Cola is named the top global brand for the 11th year in a row. Interbrand is respected as the leader in the field for its brand methodology. 2010’s best global brands report makes three good points about branding in today’s marketplace:
- Today’s brands can’t hide anything from customers
- Now customers can let the world know how they feel
- TRUST and CUSTOMER LOYALTY – these are the words that matter most in today’s market place
Topping the list for the 11th year in a row, the report seems to think Coca Cola is as close as it gets to the perfect brand:
“Coca-Cola gets almost everything right. Its brand promise of fun, freedom, spirit and refreshment resonates the world over and it excels at keeping the brand fresh and always evolving – all this, while also maintaining the nostalgia that reinforces customers’ deep connection to the brand. For such a large brand, it operates quickly, flexibly and innovatively, tailoring itself to local markets without tarnishing its legacy. … It has adapted quickly to social media, with 11 million fans on Facebook and 96,385 followers on Twitter as of August 2010. And while its brand may not be perceived as the best corporate citizen, in reality it leads in this area as well, providing US $305 million through the Coca- Cola Foundation. The brand is likely to face challenges as customers grow more health conscious in the coming years…However, it is already thinking ahead with aggressive targeting of fast developing markets and programs like Healthy Active Living which address this criticism head-on.”
We look forward to how Coca Cola continues to carry the banner of the best global brand while addressing the challenges that face the entire food and beverage industry.
Taking It Personal
We hope you are enjoying your fall season as it brings the pretty colors of the autumn leaves, brisk weather along with personal reflection as we head into the holiday season. Join us this fall and winter seasons as we focus on personal branding. All of our social media posts will focus on this topic and our newsletters will showcase a two part series on branding.
Click here to sign up for our Branding & You newsletter where we share a variety of branding tips and case studies. Our fall issue gives readers an introduction to personal branding.
Branding & You
It is summertime and a great time to focus on hot new resolutions for your brand. This summer, our theme at LimitlessE is “getting back to branding basics”.
Click here to sign up for our Branding & You newsletter where we share a variety of branding tips and case studies. Our latest issue’s case study is “Rebranding Vegas”.
10 Branding Tips for Small Businesses
I like practical branding advice for entrepreneurs so when I read this list, I knew I had to share. I don’t quite agree with #9…and not quite sure about #1 either, but we’ll discuss that later.
- The design of your logo really doesn’t matter.
- Have a professional website.
- Blogs are good.
- Blogs are good, but they’re just one tool.
- Prepare a one page corporate overview.
- Participate in local business events.
- Do what you say you’re going to do.
- Stand for something.
- Realize that you’re not in control of your brand.
- Branding is as much about your people as anything else.
Read the entire article here: http://www.smallbusinessbranding.com/655/branding-tips-small-business/
My only concern about tip#1 is that while a logo does not have to cost a fortune, it can’t just be a mess. It can’t support your “anti-brand.” It HAS to be consistent with your brand…which is why your image should not be completed until you know who you are fundamentally as a brand first.
So, why don’t I agree with #9? Because I am a firm believer that you do own your brand. Yes, you create it and set it in the right direction. Yes, it will grow and it is organic. But your audience does not control your brand…you do. You have to learn to manage their perception…AND you have to go beyond that to actually manage their expectations as well. The best gift you can give your clients and your audience is the gift of expectation. Let them know your brand CAN work. Let them know your brand WANTS to work for them. Finally let them know your brand WILL work for them.
If you want to know more, contact us at www.limitlesse.com for more information about branding for entrepreneurs and small businesses.
The Best Global Brands of 2009
The Best Global Brands of 2009
Each year InterBrand publishes a list of the top brands. This year Coca-Cola tops the list as it has for the past 9 years. Check out the list here:
http://www.interbrand.com/best_global_brands.aspx?year=2009&langid=1000
Brand Strength is one of the things considered when determining the top brands. Outside of financial data, how can you assess the strength of your brand? Better yet, how can you make your brand stronger? When you look at brands like Coca-Cola, McDonalds and Disney, they all consistently give their customers what they expect. Coke should not taste different on the west coast than on the east coast. McDonalds’ fries should not be curly in New York and straight in San Francisco. Disney’s cartoons should not be Winnie the Pooh and Transformers. These brands have identified a set of attributes that describe their brand and ALL extensions of their brand are consistent with the attributes. Subsequently customers return because they ALWAYS know what to expect. How consistent is your brand?
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