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They are living businessĪssets: a concept, a feeling, a diﬀerentiating promise that grows,Įvolves, and will never die as long as a brand is kept alive in the Resonant symbols, cultural images, emotional attractors, behaviorĭefiners - brands are all this and more. The principles that build and maintain strong brands still hold true,īut sometimes we forget that people are really at the center of it all. Precisely because they are human creations, invented in response toīoth our deepest and most practical needs. They have the power to touch and change us They are woven into our memories,īest Global Brands 2012 / The Future is Humanįantasies, and dreams. They are reliable, familiar, exciting, surprising, andĮver in the fabric of our lives. With sincerity, or they risk compromising the relationship.Īfter all, brands evoke emotion. The challenge for brands is to respond quickly and They realize that there is a lot to be learned from the wisdom Pany, they gather input and use it to drive innovation, and They want to know how people really feel about their com. They listen to consumers, employees,Īnd investors alike and respond to the messages they receive.

Today’s best brands are in touch with their own humanity and Only brands that stay transparent, activelyĮngaged, and true to their promises will manage to capture heartsĪnd minds, earn trust and loyalty, and command a premium. Big data facilitates personalization, not a The data, and forgets that those numbers are really people, willīe punished swiftly. Today’sĬustomers are skeptical, vocal, savvy - and have everyone compet. Though data - and lots of it - is available to all, thatĭoesn’t mean everyone understands which bits of informationĪre important or how they can be strategically applied. Information has leveled the playing field, but has also compli-Ĭated it. The London Olympics was not only the greenest Olympic eventĮver staged, but the most digital to date. Facebook, which has foreverĪltered the way we communicate and relate, went public this year. The inexorable rise of digital consumers, furtherĪccelerated by the mobile and tablet revolution, is radically shift.

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Less possibility - if organizations can learn how to tap into this

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It is, for brands, full of promise and bound. Connected, networked, hyper-aware, and fraught withĬontradictions, this new world is complex and confusing, but rich,

Issues in the banking industry have brought - and continue toīring - deficiencies to the fore. In Fukushima reignited a worldwide energy debate, and ongoing The streets from Tahrir Square to New York City, a nuclear crisis Last year, dissent was in the air as protestors took to If 2011 was about upheaval and uncertainty, 2012 has been about