Short Cuts
Thought Leadership & Analysis
GLOBAL 2016: Banks | Brand Building Action Points
1. Cultivate brand identity. Consumers have a lot of banking choices. Create and develop a point of.. Read more
GLOBAL 2016: Sweeter pallet, health concerns drive new variants
We recently undertook a number of global segmentations and found that generally speaking, millennial.. Read more
GLOBAL 2016: Greatest threat to meeting mobility challenge is inertia
I recently went to the Geneva Motor Show. It was similar to the Geneva Motor Show of 10 or 15 years .. Read more
GLOBAL 2016: Brand stories need to touch young people interested in mobility
The rise of car sharing, especially amongst younger people, highlights the importance of affordable .. Read more
GLOBAL 2016: Mobility solutions will expand reach of the car brands
Mobility solutions, ultimately, are about growing the reach of automotive companies. But it takes ti.. Read more
GLOBAL 2016: Success in evolving car market requires a cultural change
Many of the car companies are going through an internal cultural change as they face the need to nav.. Read more
GLOBAL 2016: Mobile ordering complicates food preparation timing
Because of the shift in consumer mindset, they now expect the ability to preorder. But preordering p.. Read more
GLOBAL 2016: Chains respond to wider consumer social concerns
The fast food brands are responding to consumer social concerns other than health. Increasingly, the.. Read more
GLOBAL 2016: B2B brands moving into new opportunities, like human resources
Business-to-business insurers are using data and analytics to drive better understanding of new and .. Read more
GLOBAL 2016: Brands must develop or buy innovation
The insurance providers are harnessing new technology and analyzing big data to create more relevant.. Read more
GLOBAL 2016: Achieving freshness with consistent safety is a sourcing challenge
As the Chipotle news story continues to unfold, it potentially becomes larger than the story of one .. Read more
GLOBAL 2016: Small disruptor brands offer price or even premium differentiation
More small players are entering the market and intruding on the larger brands. In the insurance spac.. Read more
GLOBAL 2016: Feeling more entitled to indulge, consumers also seek substance
There is a sense of entitlement among luxury customers, a feeling that it is OK to reward yourself w.. Read more
GLOBAL 2016: Brands stretch meaning of luxury with playful designs
Although people feel uncertainty, there’s increased confidence in celebrating luxury. A demonstrat.. Read more
GLOBAL 2016: A curated look signals luxury fashion savvy
Younger people, especially, validate their style savvy by wearing the same fast fashion as everyone .. Read more
GLOBAL 2016: For millennials, luxury is all about experience
Luxury means vastly different things for millennials, compared to prior generations. It’s all abou.. Read more
GLOBAL 2016: Brand importance should rise in shift to wider energy role
The majors recognize that the international climate change agreements that we now have in place have.. Read more
GLOBAL 2016: Rebranding helps attract talent
Because the word oil has been demonized by some, we’re seeing majors rebrand as energy, technology.. Read more
GLOBAL 2016: Majors rely on brand differentiation at the pump
Turning crude oil into refined lubricants and gasoline blends is a highly-competitive mixture of pet.. Read more
GLOBAL 2016: Majors positioned well for inevitable oil price rebound
While fundamentals play a primary role in oil pricing, there also is an emotional component. Even w.. Read more
GLOBAL 2016: Global oil demand should stay soft through 2016
It is said the best cure for low oil prices is low oil prices. But despite low oil prices, the glob.. Read more
GLOBAL 2016: Depict women as culture does, as multifaceted
Just as the cultural conversation around femininity has broadened beyond obvious traits and tropes, .. Read more
GLOBAL 2016: Brand honesty and performance still the best policy
Purposed-based marketing creates a good speak in the marketing community, but evidence indicates tha.. Read more
GLOBAL 2016: Broad category necessitates more varied strategies
Personal care is a wide category that spans from mundane to high fashion. Depending on which part of.. Read more
GLOBAL 2016: Global brands must become more local to remain relevant
Outside of the US, we’re seeing the emergence of strong local competitors who are not affected by .. Read more
GLOBAL 2016: Daily engagement is the key to brand loyalty
For years, brands have relied on default loyalty. They rely on habit to keep their goods in the ho.. Read more
GLOBAL 2016: Brands often change more slowly than their customers
The world and families are changing in composition, roles, and gender identity. That means influen.. Read more
GLOBAL 2016: Social mission is good, but not a differentiator
Personal Care brands adopting social missions to add legitimacy and differentiation to their point o.. Read more
GLOBAL 2016: Personal care needs to become more personalized
The personal care category is less personal than it ought to be. The category is personalized from t.. Read more
GLOBAL 2016: Stores today need to update at app speed
The idea of the physical store design serving as a lasting monument is disappearing. The physical st.. Read more
GLOBAL 2016: Customers expect high service levels in physical stores
One of the key questions for retailers is: What is twenty-first century service? Even for retail .. Read more
GLOBAL 2016: Activation now happens anytime and anywhere
Brand experience and purchase are coming closer together. That’s what Amazon Dash does. I could be.. Read more
GLOBAL 2016: Edit product range and use new space as retail theater
Retailers need to stop thinking of a retail environment as a place to maximize SKU count. By defi.. Read more
GLOBAL 2016: Brands should voice leadership in sustainability
While brand leaders are often making significant investments in sustainability, they sometimes strug.. Read more
GLOBAL 2016: Health concerns shift from calories to ingredients
Health remains a prime consumer concern, but the nature of the concern is changing. In the past, the.. Read more
GLOBAL 2016: Tech leaders need to be perceived as experience brands
It’s ironic that when we work in other categories, businesses are scrambling to be perceived as te.. Read more
GLOBAL 2016: Take a B2C approach in marketing to B2B decision makers
Over 50 percent of technology decision makers are under age 40, which completely changes how you mar.. Read more
GLOBAL 2016: IT Brands with strong security solutions will win in the B2B space
In the business-to-business part of the technology category, security remains the primary concern. I.. Read more
GLOBAL 2016: Enterprise customers reach for the cloud, feet firmly planted
The whole proposition of cloud is to reduce complexity and cost, and increase performance and speed... Read more
GLOBAL 2016: The qualities that made brands great now challenge them
The very thing that made the big technology companies successful is now their biggest vulnerability... Read more
GLOBAL 2016: Brands pushing across the border of B2C and B2B
I would contend that the division of the technology category into business-to-consumer and business-.. Read more
GLOBAL 2016: Data security tops consumer privacy concerns
There seems to be three levels of consumer privacy concerns. The first is annoyance over being hit w.. Read more
GLOBAL 2016: Consumers more reluctant to trade data for benefits
The business of many of the consumer technology companies is about making money from consumer data. .. Read more
GLOBAL 2016: Managing privacy concerns critical to brand health
Privacy is a significant challenge for technology brands that potentially threatens business health .. Read more
GLOBAL 2016: With more competition and offer confusion, brand trust is critical
Few telecoms operators know what business they’re going to be in in five years’ time, so they’.. Read more
GLOBAL 2016: Sustained success requires broader brand perspective
Established Telco brands were founded on engineering expertise. These brands still seek differentiat.. Read more
GLOBAL 2016: Brands attempt to bundle seamless offers
Telecom providers are trying to achieve a seamless one-stop shop which includes everything, both tel.. Read more
GLOBAL 2016: Telecoms need to communicate more emotionally
The telecom providers continue to struggle to develop emotional connections with consumers, particul.. Read more
GLOBAL 2016: Clearer brand communication strengthens loyalty
The introduction of 5G will challenge the telecom brands to explain the benefits to consumers who wi.. Read more
GLOBAL 2016: Tech competitors provide more personal customer relationships
Consumers want to blend the connectivity in the home, car and other aspects of life. That creates hu.. Read more
GLOBAL 2016: Tech competitors provide more personal customer relationships
Consumers want to blend the connectivity in the home, car and other aspects of life. That creates hu.. Read more
GLOBAL 2016: Some emerging brands first build awareness outside of China
Some of the emerging Chinese brands enjoy greater market share abroad than they do in China. For exa.. Read more
GLOBAL 2016: Brands strong in key metrics outperform Top 100 growth
Over the past 11 years, the BrandZ™ Top 100 Most Valuable Global Brands increased 133 percent in v.. Read more
GLOBAL 2016: BrandZ™ Brand Valuation Methodology
INTRODUCTION The brands that appear in this report are the most valuable in the world. They were s.. Read more
GLOBAL 2016: Profit is only one of many concerns for milllennials
Allan Hyde Senior Account Director Millward Brown Allan.Hyde@millwardbrown.com In our series of stu.. Read more
GLOBAL 2016: Millennials move into B2B brand leadership roles
Fraser Hynes Research Director Millward Brown Corporate Fraser.Hynes@millwardbrown.com A larger p.. Read more
GLOBAL 2016: Talent is the prerequisite for building B2B brands
Vital to transition from successful businesses to valuable brands by Christina Jenkins Director, .. Read more
GLOBAL 2016: Recruitment of talented individuals critical for future B2B brand success
Requires insight about millennials’ social values and work priorities Recruiting and retaining .. Read more
GLOBAL 2016: Business-to-Business: Action Points
Prescriptive advice for hiring millennials 1. Be present online. Millennials spend a lot of time res.. Read more
GLOBAL 2016: Global forces slow value rise of most categories
But strong brands exhibit greater resistance It was a challenging year for the category performance.. Read more
GLOBAL 2016: Global essence must contain local relevance
Nihar Das Global P&G Business Leader MediaCom Nihar.Das@mediacom.com As global brands serve people o.. Read more
GLOBAL 2016: “Showrunner” mentality protects brand consistency
Will Goodhand Innovation Director TNS Will.Goodhand@tnsglobal.com New brands usually have a clear p.. Read more
GLOBAL 2016: Future marketing requires different talents and skills
Helen Rowe Head of Brand and Communications Research TNS UK Helen.Rowe@tnsglobal.com The structu.. Read more
GLOBAL 2016: Purpose works when it drives consistent action
Emily Smith Brand Director Added Value E.Smith@added-value.com Many brands today develop a purpo.. Read more
GLOBAL 2016: Purpose must be real, relevant and honest
Stuart Butler Chief Planning Officer Maxus Stuart.Butler@maxusglobal.com Purpose is important. Bu.. Read more
GLOBAL 2016: Economic crisis in Russia impacts spending across categories
Brands and consumers resort to coping strategies Russian consumers are familiar with economic cri.. Read more
GLOBAL 2016: Slower growth, changing needs, new technology will reshape branding
WPP brand experts gathered in New York during March for a session about the future of brands convene.. Read more
GLOBAL 2016: Brands need to revise the fundamentals of marketing
And revive the passion and purpose that originally made them great If the future of brands is abou.. Read more
GLOBAL 2016: Results improve for venerable brands reinventing for the cloud
But an influx of challengers slows progress Not long ago size mattered more. Because choosing the r.. Read more
GLOBAL 2016: Consumers fine with sharing data used intelligently
Consumers of all ages are pushing out information every day. Passively via their newsfeed interactio.. Read more
GLOBAL 2016: Young people use social platforms in different ways
The marketing world is obsessed with using traditional models of marketing cohorts to define the beh.. Read more
GLOBAL 2016: Consumer attitudes about banks vary by level of wealth
As banks attempt to rebuild reputation following the financial crisis, it’s not useful to view con.. Read more
GLOBAL 2016: Millennial service needs to be more than transactional
Building relationships and loyalty among millennials presents some special challenges. It sounds cou.. Read more
GLOBAL 2016: Lack of services limits the growth of direct brands
Direct banks such as Ally, Capital One 360, USAA, and Discover, have done a good job of growing thei.. Read more
GLOBAL 2016: Focus on young and less affluent is key to growth
A large number of banks have the desire to grow their investments business in the USA. In order to a.. Read more
GLOBAL 2016: New payment apps with social media drive engagement
Through Africa, we’re seeing an effort to engage customers with a massive amount of innovation, es.. Read more
GLOBAL 2016: More brands will optimize marketing budgets with digital
Digital will be fundamental this year. Especially brands that don’t have a large marketing budget .. Read more
GLOBAL 2016: Craft beer is not a revolution, it is back to the future
When people talk about a revolution in beer with the shift from a few premium light beers to a proli.. Read more
GLOBAL 2016: Success requires greater consistency in brand messaging
A lot of brands are still trying to find their way, particularly in premium where the messaging has .. Read more
GLOBAL 2016: Multinationals adopt China-first strategies, local brands go global
Brands in the energy and technology sectors are increasing their presence in a truly “glocalized.. Read more
GLOBAL 2016: Improved local brands level the playing field
There had been a big gap in many categories between foreign brands and local brands, but the gap has.. Read more
GLOBAL 2016: Despite tax change, spending on luxury happens overseas
The relaxation of the import tax on luxury is intended to drive more domestic consumption. It also h.. Read more
GLOBAL 2016: Brands increase purpose-led communication
We will see more Indian brands with purpose-led communication. This means that brands will have to s.. Read more
GLOBAL 2016: Brands illustrate social relevance with online videos
Many brands are producing short films, perhaps three-to-ten minutes long, to distribute on social me.. Read more
GLOBAL 2016: Consumer demand relies on more job opportunities
Many of the plans that consumers heard from the new government after it took office two years ago ha.. Read more
GLOBAL 2016: Multinationals must confront new local brands
Made in India - is becoming a buzz word. Leading multinationals, brands especially in personal care .. Read more
GLOBAL 2016: Consumers find value products more acceptable
Value is no longer a bad word in India. There was a time when value for money was seen as cheap, som.. Read more
GLOBAL 2016: Brand opportunity shifts to consumption from penetration
The days are over when brands just entered the market and found consumers waiting to pick them up.. Read more
GLOBAL 2016: Affluent spenders drive premium product trend
Rural India will see the benefits of the government’s major investments during 2016. The middle cl.. Read more
GLOBAL 2016: Brands promote heavily to drive more consumption
One can say that the Russian people move from one crisis to another, and a crisis occurs every five .. Read more
GLOBAL 2016: Past and future collide in Russia, impacting brands
Russians are living in at least three or four decades at the same time. If you consider healthcare a.. Read more
GLOBAL 2016: Deep crisis is opportunity to build trust
It is important to invest in brand and corporate reputation now. Brazil has survived many crises and.. Read more
GLOBAL 2016: Middle class feels determined to improve life
The middle class has learned a lot during this crisis period. They are treating it differently from .. Read more
GLOBAL 2016: Brands, retailers join together for better future
The economic crisis is forcing consumers to rationalize their purchasing and it has affected how the.. Read more
GLOBAL 2016: Some emerging brands first build awareness outside of China
Some of the emerging Chinese brands enjoy greater market share abroad than they do in China. For exa.. Read more
GLOBAL 2016: Multinationals adopt China-first strategies, local brands go global
Brands in the energy and technology sectors are increasing their presence in a truly “glocalized.. Read more
GLOBAL 2016: Improved local brands level the playing field
There had been a big gap in many categories between foreign brands and local brands, but the gap has.. Read more
GLOBAL 2016: Despite tax change, spending on luxury happens overseas
The relaxation of the import tax on luxury is intended to drive more domestic consumption. It also h.. Read more
GLOBAL 2016: Brands increase purpose-led communication
We will see more Indian brands with purpose-led communication. This means that brands will have to s.. Read more
GLOBAL 2016: Brands illustrate social relevance with online videos
Many brands are producing short films, perhaps three-to-ten minutes long, to distribute on social me.. Read more
GLOBAL 2016: Multinationals must confront new local brands
Made in India - is becoming a buzz word. Leading multinationals, brands especially in personal care .. Read more
GLOBAL 2016: Consumer demand relies on more job opportunities
Many of the plans that consumers heard from the new government after it took office two years ago ha.. Read more
GLOBAL 2016: Consumers find value products more acceptable
Value is no longer a bad word in India. There was a time when value for money was seen as cheap, som.. Read more
GLOBAL 2016: Brand opportunity shifts to consumption from penetration
The days are over when brands just entered the market and found consumers waiting to pick them up. T.. Read more
GLOBAL 2016: Affluent spenders drive premium product trend
Rural India will see the benefits of the government’s major investments during 2016. The middle cl.. Read more
GLOBAL 2016: Past and future collide in Russia, impacting brands
Pierre-Emmanuel Mahias Regional Planning Leader Mindshare Worldwide Pierre.Mahias@mindshareworld.com.. Read more
GLOBAL 2016: Brands promote heavily to drive more consumption
Roman Kostyuchenko Head of Strategy Young & Rubicam Roman.Kostyuchenko@yr.com One can say that the.. Read more
GLOBAL 2016: Entrepreneurial Russian brands offer choices across categories
Western brands too expensive for most Russian consumers by Pierre-Emmanuel Mahias Director of Str.. Read more
GLOBAL 2016: Tension between modern and traditional is constant
It holds great opportunity for brands that navigate it well by Aditya Kilpady Senior Vice President,.. Read more
GLOBAL 2016: Young, dynamic populations drive the next frontier for global brands
Eager consumers line up for new store openings by Richard Mullins Director Acceleration Richard@a.. Read more
GLOBAL 2016: Fast-rising Asian brands offer important lessons for building strong, flexible brands
Asian brands grasp complicated dualities in culture and in O2O by Doreen Wang Global Head of BrandZ.. Read more
GLOBAL 2016: Culture, improved quality, lower prices drive rise of local brands in Latam
Key actions will help multinationals dance to Latino beat by Leticia Arslanian, General Manager and .. Read more
GLOBAL 2016: Winning In a world of nimble disruptors requires innovation by global brands
The future belongs to those who prepare for it today by Mel Edwards CEO Wunderman EMEA Mel.Edwards@w.. Read more
GLOBAL 2016: Purpose is critical across all categories for attracting young talented employees
Purpose-driven employees help activate the brand by Emily Smith Brand Director Added Value E.Smi.. Read more
People still the make the difference in physical and digital store experience by Tim Greenhalgh .. Read more
GLOBAL 2016: International brands no longer command premium prices as Chinese quality improves
Consumer choice becomes wider and more complicated. by Stephen Drummond Chairman and Chief Strate.. Read more
GLOBAL 2016: Rising consumer concerns about data privacy pose existential brand threat
In today’s world, a creepy line can kill a great brand by Lennart Håkansson Executive Vice Presid.. Read more
GLOBAL 2016: Brands challenged to improve online shopping and in-store buying experiences
Help shoppers browse, explore, find surprises and impulse buys By John Rand Senior Vice President, M.. Read more
Dads’ different attitudes and behaviors challenge marketing and media thinking by Nihar Das Gl.. Read more
Ease of use is key to brand Success with mobile apps by Peter Walshe, Global Brands Director Mill.. Read more
GLOBAL 2016: Winning consumer IoT trust requires establishing value, practicality, security
Brands need to think forward and plan for a connected reality by Jarrod Ramsey Vice President, M.. Read more
Talk about doing good and really meant what you say by Victoria Sakal Consultant Kantar Vermeer V.. Read more
Car marketing illustrates the challenge in the era of customer control by Dan Whitmarsh Global H.. Read more
GLOBAL 2016: Gaining consumer attention, in period of pervasive media, demands new tactics
Find solutions in big data and the right digital channels by Patrick Xu CEO China GroupM Patrick.. Read more
GLOBAL 2016: New research shows that innovative brand experience delivers faster value growth
Higher purpose produces devoted brand fans and financial reward by Iain Ellwood Worldwide Stra.. Read more
The rapid shift in views of beauty and gender illustrate opportunity by Laura Tarbox Strategic D.. Read more
GLOBAL 2016: Advertising as we know it has ended, with products moving to center stage
Consumers want the truth, not fancy words and pictures by Renato Duo Planning Manager J. Walter .. Read more
GLOBAL 2016: Behavior is key to building high value, profitable, distinctive brands
Actions speak louder than core values by James Whatley Digital Director Ogilvy & Mather James.Wha.. Read more
GLOBAL 2016: In a world disrupted by social change and technology, only brand differentiates
Brands must marry vision, emotion to thrive in the new normal by Emilie Hamer Senior Vice President.. Read more
GLOBAL 2016: Cross Category Trends
Disruptive forces challenge brands and old assumptions Millennial attitudes felt across most cate.. Read more
GLOBAL 2016: Brand Contribution confers stability and growth potential
All but three of the brands that appear in the 2016 BrandZ™ Brand Contribution Top 15 also appeare.. Read more
GLOBAL 2016: Chinese and retail brands enter the Global Top 100
The seven brands that entered the BrandZ™ Top 100 Most Valuable Global Brands this year illustrate.. Read more
GLOBAL 2016: Retail and fast food brands lead in value growth rate
Category factors and brand strength drive change What a difference a year makes. More than half of.. Read more
GLOBAL 2016: Economic factors slow B2B brand value rise
But B2B brands demonstrate long-term stable growth Slower growth in China, Brazil and Russia, along .. Read more
GLOBAL 2016: Value rose highest for B2B brands viewed as having strong potential
Potential depends on purpose, responsibility, love and innovation When inevitable and often unpr.. Read more
GLOBAL 2016: NORTH AMERICA TOP 10 LEADS IN PERCENT VALUE RISE
The ten most valuable North American brands increased 10 percent in value to $1.26 trillion, about 3.. Read more
GLOBAL 2016: Resilient Brazilians face reality with self-reliance and resolve
Brands help consumers navigate challenging times Brazilian consumers faced reality, and it was ugly.. Read more
GLOBAL 2016: Consumers continue spending despite economic slowdown
Local market-driven brands increase strength Despite slowing GDP growth and stock market fluctuat.. Read more
GLOBAL 2016: Indians are hopeful for change, but impatient to see it happen
Consumers choose culturally relevant, purposeful brands Two years ago Indians were lifted on a wa.. Read more
GLOBAL 2016: Leisure and sportswear brands drive value growth
Digital innovation influences manufacturing and marketing The BrandZ™ Apparel Top 10 increased .. Read more
GLOBAL 2016: In reverse of recent trends, Europe improves, U.S. hits record, China slows
And brands peer into a foggy future of mobility Growth contradicted recent global patterns, with im.. Read more
GLOBAL 2016: Youthful spirit, appreciation for craft invigorate luxury
But slower economic growth constrains spending Bright colored fabrics and the return of the logo en.. Read more
GLOBAL 2016: Changing shopping habits challenge brands to innovate
Global expansion continues despite slower economic growth Personal care brands contended with many .. Read more
GLOBAL 2016: Changing consumer tastes drive brand fragmentation
As the leading global brewers consolidate It finally happened... After years of rumors, the two g.. Read more
GLOBAL 2016: Value rises as brands improve food and customer experience
Digital ordering shifts category to e-commerce The fast food category improved 11 percent in brand .. Read more
GLOBAL 2016: Brands expand portfolios, revise marketing strategies
As health concerns flatten carbonated drink sales It was more of the same – but different. Consu.. Read more
GLOBAL 2016: Economic slowdown, regulations, fintech disruptors challenge banks
Initiatives aim to build reputation and reach millennials Global banks felt the impact of slowing.. Read more
GLOBAL 2016: Local economic factors impact bank performance
Oil industry loans erode results in North America The BrandZ™ Regional Banks Top 10 declined 12.. Read more
GLOBAL 2016: Insurers broaden their coverage to meet risks of a changing world
Digital start-ups challenge category niches Both business-to-business and business-to-consumer bra.. Read more
GLOBAL 2016: Record low crude prices impact financial results
Brands continue pumping oil but pivot to gas A combination of global geo-political and economic fa.. Read more
GLOBAL 2016: Brands prepare for future of transformative technology
In a year of product iteration and consumer privacy concerns Iteration, more than innovation, cha.. Read more
GLOBAL 2016: Brands consolidate and acquire content
As the category moves through an identity crisis The term “telecom provider” started to seem an.. Read more
10 Action points for building and sustaining valuable brands 1. Be purposeful. Every brand needs a .. Read more
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