Wednesday, September 7, 2011

Thoughts on The World's Hottest Brands

Courtesy Ad Age Magazine

Ad Age, the leading publication on advertising, marketing and branding recently released a comprehensive report that includes 30 case studies examining brand strategies as well as 32 videos of ads and viral content. It is a very well written and well researched piece that is certainly worth the subscription price. Yes, it is a fee based article to read and view the videos. If you are in the industry and deal with branding daily, I highly recommend that you read it in full. For the rest of you here are a few thoughts. 

They outline ten global brands, ten regional brands and ten local brands. Some you will have heard of and know a lot about, NikeMcDonald'sFacebook and Ikea for instance. Other great regional brands such as South Africa's Nando's, a chicken QSR with great advertising and Chinese 'local' brand Li-Ning, a multi-faceted sports and sporting apparel company. 

For the rest you will have to read the white paper. 

Here are a few of my thoughts as I read the paper:
  • Now more than ever, a consistent brand strategy and brand platform is imperative.
  • Local and regional brands are embracing their heritage, but looking and acting much more global.
  • Social media and the Internet have forever changed how we look at brands.  
  • The U.S. no longer has a monopoly on strong brands and advertising.
  • Brand immersion and experiential marketing are vital everywhere.
  • Successful brands are looking to multiple touch-points with their consumers via multiple product lines and activities.

Read the much more comprehensive article here with more thoughts from Ad Age:

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