LimitlessE Branding Blog

rendering the competition irrelevant

Best 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!

 

Making Branding Personal

In today’s world of social media, personal contact often takes a back burner leaving customers feeling unattached and uncommitted.  Often times, to boost your corporate or personal brand you may need facilitate a deeper connection to your customers and clients.

Check out this Fast Company article about why in-person socializing is a must:

http://www.fastcompany.com/1800307/why-in-person-socializing-is-a-mandatory-to-do-item

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:

  1. Toyota  
  2. 3M
  3. Siemens
  4. Johnson & Johnson
  5. HP
  6. VW
  7. Honda
  8. Dell
  9. Cisco
  10. 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:

  1. Wal-mart 
  2. Target
  3. The Home Depot
  4. Best Buy
  5. CVS
  6. Walgreens
  7. Sam’s
  8. Coach
  9. Amazon.com
  10. 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   

  1. Coca-Cola
  2. IBM 64,727 ($m)
  3. Microsoft
  4. Google
  5. GE
  6. McDonald’s
  7. Intel
  8. Nokia
  9. Disney
  10. Hewlett-Packard

 See the full list here

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.”

Read the full report here.

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.